WHAT THE 21st CENTURY PHARMA CEO WANT FROM THE BRAND MANAGER - OVERCOME TOUGH CHALLENGES OF BUILDING MEGA BRANDS (Incorporating: A Chapter on Generative AI)  (Paperback, VIVEK HATTANGADI)

Taxing times are ahead for the global pharma industry in general but more particularly for Africa and the South & Southeast Asian countries. What are the new expectations from your CEO? What will you do if you become the CEO in 2035 or 2040? A lot has been said recently about industry changes — ones already afoot, ones being planned, and ones that need to take place. They are coming from MCI, DoP regulation, commerce, and digital technology. You should be aware of the change-resistant culture of the pharma industry; it is slow to adopt new ways. Progress is impossible without change. As a brand manager you should stay abreast with the changing trends in order to sustain future growth and performance of brands. What are those changes? Shouldn’t the focus change to patient-centricity in pharma marketing? Patient-centric approach is a natural outgrowth of H2H Mindset. Shouldn’t the focus now be on the patient of 2030, 2040, or 2050, by which time many of you would be the CEO’s. A new way of doing business is inevitable. Start with the end in mind – superior patient outcome. Start with Simon Sinek’s ‘Why’? What is the purpose of your firms’ existence? Many companies may have to change their business models not only in light of the new regulatory constraints from the impending UCPMP Code, but because of the patient’s high digital intelligence. Doctors and pharma companies will have to work hard to keep their online reputation intact, or even enhance it. This comprehensive book will show how brand managers can adapt to changes and be in line with modern trends. This book will take you through the seismic shifts in pharma branding and people building. This edition has a chapter on how to leverage Gen AI in copywriting. Is prompt engineering complex? It is not rocket science but can be challenging to master. Know how to tweak the prompts and get the desired results