The Perfect Pill: 10 Steps to Build a Strong Healthcare Brand

by Gauri Chaudhari

Overview

Nominated for BBLF CK Prahalad Best Business Book Award 2021

Watch the “Perfect Pill Series’ to understand how build and sustain a healthcare brand!

“How can I build my brand when it is just a me-too?” is the quintessential question asked by every healthcare marketing professional in India. With over a hundred brands of the same kind and plethora of patented yet very similar molecules, brand building and creating a competitive advantage is challenging in the Indian Healthcare Industry.

This book propagates a robust, ten-step, healthcare brand-building model that helps you create the much-needed differentiation that results in unique customer value. The steps suggested in book help in creating an ultimate win-win situation for patients, doctors, and sales and marketing teams.

Product Details

ISBN-13:	9789353882518
Publisher:	SAGE Publications
Publication date:	02/26/2020
Pages:	316
Product dimensions:	5.50(w) x 8.50(h) x (d)

About the Author

Gauri Chaudhari is a brand coach, brand strategist and co-founder of Brand Innerword, a health care brand consultancy.

In a career spanning 25+ years, she has handled assignments in health care brand building, marketing and advertising. In the past, Gauri has worked in marketing teams of Boehringer Mannheim and Knoll Pharmaceuticals and has handled brands from multiple portfolios.

As the head of FCB Ulka Healthcare, she has worked on varied genres of health care brands including ethical prescription brands, OTC medications, medical devices, surgicals and hospital brands. She actively helped in switching some of the Indian pharma industry’s most celebrated prescription brands to OTC. She has worked on mass media campaigns including John Hopkins’ and USAID’s anti-AIDS campaigns in India.

She enjoys teaching and has taught in business schools for two decades.

Table of Contents

Foreword by Ambi Parameswaran
Preface
Acknowledgements
It’s Different in India
Brands Bring Benefits
Step 1: Know Your Brand
Differentiation through Product
Step 2: Define Market, Segment and Target
Differentiation through Market Definition and Specific Targeting
Step 3: Customer Insight
Creating Customer Value
Step 4: Analyze Competition
Differentiation through PODs
Step 5: Brand Value Proposition and Positioning
Differentiation through Unique BVP
Step 6: Brand Personality and Articulation
Differentiation through Distinct Brand Personality and Hallmarks
Step 7: Brand Strategy
What to Do and What Not to Do
Step 8: Communication and Creative Strategy
Differentiation through Clutter Breaking Creatives
Step 9: Media Strategy
Making Optimal Noise to Make a Difference
Step 10: Brand Measurement and Expansion
Measuring Success

Editorial Reviews

Chaudhari illustrates each brand-building step with examples… The book is a valuable addition to the sizable literature on this topic. It has something for everyone; from management students looking for a glimpse into the healthcare sector to pharma veterans desperate to revive flagging sales.

31 March 2020 Express Pharma

‘Indian pharmaceutical Industry is rightly called the pharmacy of the world. Brand is fundamental and patient is at the center of what we do in this industry. This book is timely and puts focus on patient insights, which is key in taking forward the agenda of value creation both for patients and companies. The Perfect Pill will be a useful book for all interested in the health care space and will serve as thought starter for making a real difference in this sunrise sector.’

Secretary General, Indian Pharmaceutical Alliance and Former MD, Abbott Healthcare - Sudarshan Jain

‘Indian pharmaceutical Industry is rightly called the pharmacy of the world. Brand is fundamental and patient is at the center of what we do in this industry. This book is timely and puts focus on patient insights, which is key in taking forward the agenda of value creation both for patients and companies. The Perfect Pill will be a useful book for all interested in the health care space and will serve as thought starter for making a real difference in this sunrise sector.’

Secretary General, Indian Pharmaceutical Alliance a - Sudarshan Jain