Contents

Chapter 1: Introduction to Marketing
1. Introduction and Definition of Marketing
2. What is Marketed
3. Types of Markets
4. Core Marketing Concepts
Chapter 2: Introduction to Pharmaceutical Marketing
1. Pharmaceutical Marketing-Introduction
2. Direct doctor contact with the medical representative
3. Segmentation, Targeting & Positioning of the doctors
Chapter 3: Introduction to Indian Pharmaceutical Industry
1. Healthcare Scenario in India- Introduction
2. Indian Pharma Industry
3. Global Pharma Industry
4. Future Outlook of Indian Pharma Industry
Chapter 4: Therapeutic Segments in Pharma
1. Therapeutic Segmentation
2. Chronic vs. Acute Condition
Chapter 5: Different type of Drugs (including generic drugs) and Drug Laws
1. Different types of Drugs
2. Difference between Drug and Medicine
3. What is a Drug
4. Difference between Generic Drug and Branded Drug
5. Various Drug Laws applicable to Indian Pharma Industry
Chapter 6: Concept of Branding and Role of Product Manager
1. Definition of a Brand
2. Generic Vs. Branded Medicines
3. Role of Product/Brand Manager
Chapter 7: Pricing
1. Pricing of Medicines in India- Introduction
2. Drug Price Control Order (DPCO)
3. National Pharmaceutical Pricing Authority (NPPA)
4. DPCO & Pricing Issues
Chapter 8: Pharma Business Environment
1. SWOT Analysis
2. PESTLE Analysis
Chapter 9: Pharma Promotion
1. Marketing Mix
2. Promotion
3. Pharmaceutical Promotion
4. Pharmaceutical Promotion Tools used in India 76
Chapter 10: Prescription-Rx
1. What is a Prescription
2. Contents of a Prescription
3. Do’s & Don’ts for Doctors in Prescribing
4. Self-Medication
5. Some Dangers of Self Medication
Chapter 11: Uniform Common Code on Marketing Practices (UCPMP)
1. What is UCPMP
Chapter 12: 4 P’s of Pharma Marketing
1. Introduction
2. Product
3. Price
4. Place
5. Promotion
6. 4P’s in Sun Pharmaceuticals Ltd.
Chapter 13: STP in Pharma Industry
1. Introduction
2. Segmentation
3. Targeting
4. Positioning
Chapter 14: Institutional Marketing
1. Introduction
2. The Indian Pharmaceutical Institutional Market
3. Employees State Insurance Corporation of India (ESIC)
4. GeM and Director General of Supplies and Disposals (DGS & D)
5. Job Description for Institutional Sales Manager
Chapter 15: OTC Marketing
1. Introduction
2. OTC Market
3. OTC Marketing Strategies
Chapter 16: Classification of Doctors
1. Introduction
2. ABC Category
3. Allopathic, Ayurvedic and Homeopathic Doctors
4. KOL Doctors
5. Dispensing Doctors
Chapter 17: Doctor Behaviour
1. Introduction
2. Cultural Factors
3. Social Factors
4. Personal Factors
5. Behaviour of Doctors with Medical Representatives
Chapter 18: Expectation of Doctors from Pharma Companies
1. Introduction
2. Scientific Communication
3. High quality and low priced medicines which are effective
4. Innovative Products
5. Regular visit by MR
6. Support for CME/Conferences
Chapter 19: Role of Promotional tools and impact on Prescription Pro 1. Introduction
2. Visual Aid Detailing
3. Detailing by Tablets
4. Samples
5. Gifts
6. LBL
7. Journals/Books
Chapter 20: Key Concepts used in Pharma Marketing Management
1. 3 C’s of Marketing Strategic Concept
2. BCG Matrix
3. Ansoff Matrix
4. MECE Segmentation
5. Top Down and Bottom up approach to Problem solving
6. Pareto’s Law and ABC Classification
Chapter 21: Caselets