Dear Pharma Enthusiasts,

On Day 2 of the World Pharma Brand Managers Week 2024, we delved into the rich history of one of the top Pharma companies in India, exploring its journey back to 1989. Vivek Hattangadi, a seasoned Pharma professional, walked the participants through the company’s foray into super specialty segments, specifically cardiology, neurology, and gastroenterology. Madhav Gandhi ably moderated the session. As the survey conducted for the event covered the CNS specialty for top-of-mind brand recall, the Brand Chat revolved around brand building in this specialty.

Understanding Mental Health in 1989

Mr. Vivek highlighted the challenging landscape of mental health awareness in 1989. He discussed the introduction of antidepressants, the differentiation between anxiety and depression, and the prevailing lack of understanding among doctors regarding these conditions. The use of electroconvulsive therapy in severe cases of depression was also highlighted.

The speaker for Day 2, Mr. Vivek led an in-depth discussion on depression, shedding light on its symptoms, potential triggers, and medication side effects. He emphasized the prevalence of depression, citing examples from well-known individuals, and discussed the challenges associated with tricyclic antidepressants.

The competition among pharmaceutical companies to promote antidepressants in India was explored. He shared his experience as a brand manager, focusing on treating depression in cardiothoracic and hypertension patients. The innovative approach of using cardiologists to educate doctors about depression was also suggested.

He shared a unique strategy involving using caricatures to promote a product related to depression. A renowned caricaturist was approached to depict different facets of depression, adding a touch of humor to engage with doctors.

The success story of ‘Prodep,’ a selective antidepressant with minimal side effects, was unveiled. He detailed its efficacy, safety for card patients, and widespread prescription until 2010. The name origin, derived from ‘PRO’ for international brand and ‘DEP’ for depression, added a fascinating layer to the discussion.

He shared insights into the launch and promotion of the antidepressant drug, overcoming challenges in a pre-digital era. The focus on non-psychiatrists and the ‘blue ocean’ strategy to avoid competition were highlighted, along with achieving remarkable growth in prescription figures.

Ordent’s Success and Market Challenges

The team discussed the success of “Ordent” in the dental market, exploring the strategy of promoting it to dentists. Challenges in introducing new concepts and managing expectations were addressed, showcasing the resilience and innovation within the pharmaceutical industry.

One of the prominent dignitaries in the Pharma Industry, Sankar Dass and Vivek Hattangadi engaged in a discussion on critical thinking in brand building. Vivek emphasized the importance of analyzing prescription data. The question-answer session went on for more than 30 minutes with Mr. Sankar And Mr. Vivek responded comprehensively to the questions being asked by the 250+ audience at Linkedin and Zoom engaging in the session.

If you have missed the session, you can watch it here.

Session Video