Principles &

Practices of
Pharma
Management
NP by Nivedita Parulekar
What we will discuss
Introduction to Pharma Business Environment
Overview of the pharmaceutical industry
Factors affecting the pharma business environment
Global market trends and growth drivers
Competitive landscape and market segmentation
Technological advancements and their impact
Overview of management principles in the pharma context
Application of management practices in pharmaceutical companies
Planning & Strategy
Organizing & structure
Leadership & communication
Controlling & Quality Assurance
HR & Talent Management
Challenges & future trends in Pharma Management
Importance of Pharma Industry
Disease Access to
Prevention and essential
Control medicines
Vaccines and preventive Availability of affordable and
medicines quality medicines

Healthcare Innovation and Economic growth &

Advancements
Developing new drugs,
therapies, and medical
technologies, responding to
global health crises
Employment
Research
Innovative treatments, Generating substantial
therapies, and medical revenue and creating jobs
solutions across various fields
Global Pharmaceutical Industry valued
at USD 1482 billion

The pharmaceutical industry in India is $50 Bn & expected to reach

$130 Bn by 2030.
2​ 0%
of the global pharmaceuticals volume demand supplied by India

70%
of total market revenue contribution by generic drugs
statista.com/topics/5456/pharmaceuticals-in-india/#topicOverview
Evolution of pharma marketing practices
Traditional Approaches (Pre-Digital Era):
Print Advertising
Direct Sales Reps.
Conferences and Events
Post Digital Era
Omnichannel marketing & integrated experiences
Social media and digital engagement
Mobile apps and remote engagement
Personalization & data analytics
AI and automation;
Digital Transformation in Pharma
Marketing
Shift towards digital Platforms Impact of technology
Social Media Personalization
Website & blogs Interactive content
E. mail campaigns AR / VR
Webinars and virtual events Chatbots and AI Assistants

www.breathefree.com
Berok Zindagi | Breathefree
Berok Zindagi is an initiative by Cipla that aims at helping patients with asthma & breathing problems live a better
and unstoppable lives!
Importance of data analytics
Shaping effective and targeted pharma marketing strategies.
Personalization & targeting Enhancing engagement Measuring effectiveness
Segmentation Understanding preferences Setting KPIs
Customization Optimizing time ROI measurement
Precision targeting Customer centric
communication
1. Johnson & Johnson's "CareConnector" platform
Multichannel to Omnichannel marketing
Healthcare Engagement: A patient schedules an appointment through a healthcare provider's website.
They receive a confirmation email and a text reminder. When they arrive at the clinic, the staff is aware of
their upcoming appointment and greets them by name.
holistic approach by integrating all communication channels to create a seamless, personalized, and
customer-centric experience. By recognizing and synchronizing customer interactions across channels,
companies can build stronger relationships, enhance engagement, and provide a unified brand experience
1. Retail Experience
2. Patient Appontment
Content Marketing
Creating and distributing valuable, relevant, and educational content to attract and engage a target
audience.
Powerful strategy for building relationships with healthcare professionals (HCPs), patients, and other
stakeholders by providing them with valuable information and insights & informed decision making
Establishes the company as a trusted source of information and expertise.

1 2 3
Educational Establishing Building trust &
Content thought engagement
1. Articles and blog posts leadership 1. Information sharing
2. Whitepaper & research 1. Expert opinions 2. patient empowerment
reports 2. Articles in medical
3. Infographics journals
4. Webinars
Content Lab U.S.
BabyCenter®
This site is governed solely by applicable U.S. laws and governmental
regulations. Please see our Privacy Policy. Use of this site constitute…
Social media engagement

Sharing educational Community building Thought Leadership

content

Benefits
1 Real time interaction 2 Wider reach 3 Building relationships
Influencer Partnerships
Collaborating with individuals who have a significant and engaged following on social media or other
platforms. In the pharmaceutical industry, influencer partnerships have emerged as a valuable strategy to
bring credibility and authenticity and increase reach and engagement

Collaborating with HCPs on expert insights and Patient Advocates and influencers for sharing
educational content personal stories and empowerment
Challenges : Ethical considerations & regulatory compliance
Patient Centric Approach
Understanding and addressing the needs, preferences, and experiences of patients
Novartis
Multiple Sclerosis
This page explains what is MS, what are the clinical symptoms
associated with the disease, and describes the different types of MS…

www.bayer.com
The expert patient
Enhanced interaction between clinicians and patients and higher levels
of patient engagement result in greater optimization of treatment. To…
Some more …
1 e.commerce and 2 Direct to 3 Telemedicine
online sales consumer Effective collaboration of
online pharmacy platforms marketing primary and secondary
Only for OTC drugs health care setups and to
reach population staying in
Benefits with underserved areas.
a. Product claim adv
b. Reminders
c. Seeking help
Future landscape shaping pharma
marketing
Health tech Collaborative
integration Marketing

Precision marketing AI & machine learning

Opportunities & Challenges for
marketers
Opportunities Challenges
Health awareness Health disparities & Literacy
Patient centric approach Competition
Partnerships and collaboration Digital Divide
Digital tranformation Data Privacy & security & Regulatory
complexities
Summary
Industry dynamics

Patient centric approach

Digital transformation

Omnichannel marketing

Ethical practices

More opportunities in
future
Thank you