Contents:

1. Healthcare Scenario in India

2. Indian Pharmaceutical Industry Landscape

3. Understanding Pharmaceutical Customer

4. Pharmaceutical Marketing – How is it different from Consumer Marketing?

5. Pharma 4.0

6. Marketing Research and MIS

7. Identifying Market Segments, Targeting & Positioning

8. Pharmaceutical Brand and Branding Strategies

9. New Products - Growth Drivers in Pharmaceutical Industry

10. Pricing Strategies

11. Pharmaceutical Distribution

12. Importance of Retail Pharmacy & Emergence of e-Pharmacy

13. Building Pharma Brands

14. Integrated Marketing Communications

15. Salesforce Effectiveness – Key to Pharmaceutical Brand Success

16. Relationship Marketing

17. Medico Marketing

18. Digital Transformation in Pharmaceutical Industry

19. Hospital (Institutional) Marketing

20. Rural Marketing – its Significance in the Indian Context

21. International Marketing – Exploiting the Potential of Generics

22. OTC Marketing - A Growth Strategy

23. Marketing of Specialty Drugs for Rare Diseases

24. Biopharmaceuticals

The book is application oriented highlighting the new trends within Indian Pharmaceutical Industry, Challenges that Marketers are likely to face & the Strategies that they can adopt. It is also designed keeping in mind the Pharmaceutical & Healthcare management programs taught at various B-schools. This book serves as a reference book for pharma marketers and the students of Pharmaceutical & Healthcare Management Programs. This book can be a part of Brand Manager’s library – a book s/he can refer to whenever s/he has to clarify concepts.