BOOK PREVIEW

About the Book:

Why a book on Brand Positioning in Pharma, a fifty-plus year-old-concept, particularly when new age marketing frameworks such as Customer Experience, Design Thinking, Agile Marketing, Content Marketing, Closed Loop Marketing, Omnichannel Marketing, and others are disrupting pharmaceutical marketing?

Two reasons. Firstly, Brand Positioning is not a marketing framework but a Foundational Principle. It is customer-centric at its core and competition-oriented—two of the most important aspects of marketing.

Secondly, while most marketers know what Positioning is, many are unclear on how to do it effectively.

Hence this book, Brand Positioning in Pharma. Brand Positioning in Pharma aims to show how to create a winning positioning strategy for your Brand in a hyper-crowded market like pharmaceuticals.

Jack Trout and Al Ries pioneered the Positioning concept. They described it first in an article, Positioning is a game people play in today's me-too marketplace, published in the June 1969 issue of Industrial Marketing. They stated in the article that Positioning is a mental device that helps the typical consumer deal with overwhelming, unwanted advertising. In comparison, today's consumer is much more overwhelmed with countless unwanted advertising messages.

In healthcare and Pharma, physicians, apart from other advertising messages, are constantly bombarded with numerous messages from Pharma companies. To survive in this overcrowded pharmaceutical marketplace, and if a Prescription Drug Brand's voice is to be heard above the current noise level, Pharma Marketers need a precise, meaningful, and relevant Positioning. Positioning that resonates with the customer.

Contents:

1.    Brand Positioning

2.    Disease Branding

3.    Drug Repositioning

4.    Blue Ocean Strategy

5.    Framing

6.    Brand Positioning in the Digital Age

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

7. Cracking the Generics Code: Your ‘Single-Source’ Guide for Winning in ‘Multi-Source’ Product Markets