BOOK PREVIEW

About the Book:

The empowered patients, new-age technologies such as artificial intelligence (AI), machine learning (ML), big data analytics, real-world data and evidence, blockchain, electronic health records (EHRs), digital therapeutics, cloud computing, and innovative marketing frameworks like design thinking, customer journey mapping, omnichannel, closed-loop marketing, personalization and agile ways of working are transforming the way healthcare is delivered, affecting the pharmaceutical industry. Additionally, big tech companies such as Amazon, Alphabet, Apple, and Microsoft are disrupting by offering non-pharmacological solutions with innovative digital technologies to provide a seamless customer experience in the patient journey.

The recent COVID-19 pandemic added rocket fuel to the digital transformation of the pharmaceutical industry, changing the entire model of care and ingraining telemedicine in the healthcare ecosystem. Digital Transformation has become inevitable and imminent. Therefore, pharma must reimagine its entire strategy and embrace digital transformation to succeed in this rapidly changing marketing environment that is becoming increasingly complex.

Contents:

1.   Reimagine Everything — Reimagine Every Element of Pharmaceutical Marketing Mix

2.  Reimagine the Technology— How Pharma Can Harness the Power of New and Emerging Technologies

3.   Reimagine Stakeholder Engagement—Winning with New Rules of Engagement

4.   The Future of Pharma—A Look into the Crystal Ball

Epilogue You’re Gonna Need a Bigger Boat!

About the Author:

Subba Rao Chaganti has a masters in business administration and over fifty-two years of pharmaceutical marketing experience covering the whole gamut and all facets of the industry, from sales management to product management to heading the total marketing activity. His experience covers domestic and international marketing, and also Indian and multinational sectors.

For a few years, he also taught a course on Advertising and Brand Management at the GITAM Institute of Foreign Trade (now part of GITAM University) at Visakhapatnam as an adjunct professor. He also taught a course on Marketing at Jawaharlal Nehru Technological University (JNTU), Hyderabad, as a visiting faculty.

He lives in Hyderabad and can be reached at subbarao.chaganti@gmail.com.

Here is a list of his books published:

1. Pharmaceutical marketing in India: Concepts, Cases, Strategy

2. Game Plans for Post-Gatt Era: Action Agenda of Indian Pharmaceutical Industry

3. Compete or Forfeit: Strategies for Sustainable Competitive Advantage in Pharma Product Patents Era

4. Pharmaceutical Marketing in India for Today and Tomorrow - 25th Anniversary Edition

5. Bullseyes and Blunders: Lessons from 100 Cases in Pharmaceutical Marketing

6. Digital Pharma Marketing Playbook: Winning with the New Rules of Engagement