The ongoing World Pharma Managers Week-2024, jointly organized by PharmaState.Academy and IES’s Management College and Research Centre (IESMCRC), has seen participation from over 1000 pharma enthusiasts. Here is a recap of Day 4 proceedings and learnings.

The highlight of the session was a talk by Jaspal Singh Virdi, the speaker for the session, who shared his experience in brand management. Madhav Gandhi moderated the session.

Building Emotional Brand-Doctor Attachment

Jaspal Singh Virdi discussed the strategies used to build emotional attachment between the brand and doctors. He emphasized the importance of effective communication and the need to address weaknesses. He also mentioned the high level of ownership that team members feel towards the brand.

Engaging Doctors for Timely Medication and Branding

The speaker stressed the significance of engaging with doctors to identify the right opportunities and ensure the timely availability of medication. They emphasized the role of sales representatives in providing samples and educational materials to doctors, highlighting the importance of building confidence and branding. He promptly answered a question about acknowledging product shortcomings when interacting with doctors, responding that discussing potential issues was acceptable as long as the context was understood.

Challenges and Empathy in Brand Management

Two prominent Pharma experts, Vivek Hattangadi and Sankar Dass, also joined the discussion. They emphasized the importance of staying updated with global events and empathy in responding to problems. The group also emphasized the need to be empathetic to receive any adverse issue and be sensitive to respond with concern for the patient’s well-being. Mr. Sankar emphasized that the brand manager shall be ready to stand with the Medical Representatives if such a situation arises to give confidence to the MR in handling tough contexts.

Brand Ownership in the Pharmaceutical Industry

Vivek Hattangadi emphasized the importance of involving field staff in formulating brand strategies. Sankar Dass added that companies should limit their product launches to maintain ownership and avoid logistical challenges.

A conversation about the comparison of USP and IP forms of a drug ensued with good participation from the audience. The group emphasized that the Indian industry maintains high standards and takes into account the Indian population’s response to the drugs.

Brand Management Strategies Discussed

The meeting primarily revolved around discussing brand management strategies. The speakers pressed upon the importance of involving stakeholders in strategy building and the need for differentiation in tech and brand communication. The speakers also highlighted the necessity for prioritization and attention to detail in managing multiple brands. The event concluded with a reminder to register for the upcoming World Pharma Brand Managers Day-2024, scheduled for January 20th in Mumbai.