Marketing Myopia: How Missing the Big Picture Can Stagnate Growth


Despite great strides in the field of R&D, F&D, the use of Artificial Intelligence in the realm of production, HR and Finance, in the area of marketing, the pharma industry is still backwards. Why? Because of shortsightedness and lack of vision amongst many unsuccessful marketers in the pharma industry across all continents. Fortunately, in the last decade, change is happening and will accelerate. Ted Levitt calls it Marketing Myopia in an article of the same name published in Harvard Business Review in 1960. This was a landmark article. It changed the outlook and sales orientation transformed to marketing orientation in successful companies. This course tells you the implications of this article in the pharma industry.

What will you learn

  • How continuing with myopic outlook can have a negative fallout, not only for their organization, but eventually for the industry.
  • You will also find the prescription for this ailment in this course.

Language: English

How to download course certificate: Watch Video

This course is free if you buy the course Voice of patient by Vivek Hattangadi. You will get the details during the checkout process.

Topics for this course

6 Lessons19m 17s

Marketing Myopia

Part 1: Marketing myopia in pharma00:01:16
Part 2: What is your business & who is your customer?00:03:27
Part 3: Three key ideas for pharma industry00:06:35
Part 4: The four myths00:05:04
Part 5: Rx for marketing myopia00:01:19
Quiz: Marketing myopia

About the instructor

The only reason why Vivek Hattangadi exists is to help the personnel in the pharma industry get proper learning and development opportunities. His focus is on the developing the skills of the young brand managers and the frontline sales managers who are the future building blocks of the industry. Vivek Hattangadi, a perpetual learner, carries with him 46-years learning experience in the pharma industry. He has been mentored by legends like Late Prof. Chitta Mitra and Late Prof. Tarun Gupta. He started his career as a sales-cum-delivery boy with a pharma stockist, worked hard to become a medical representative. He has substantial experience in sales management as well as brand management. He went on to be the Vice President of an Indian transnational pharma company. Vivek Hattangadi even today (i.e. before Covid-19 era), actively worked in the field along with the field staff of clients. This helps him get deep insights. He has also worked in Dhaka and Gazipur in Bangladesh and knows the pulse of the doctors of Bangladesh. And therefore, the tips he gives in his sessions, both off-line and on-line are in sync with today’s world realities. He then blends his learning’s with academics. Nothing which is theoretical and cannot be applied at the place of work! Vivek Hattangadi has authored six books on pharma branding, marketing and sales. This includes “WHAT THE PHARMA CEO WANTS FROM THE BRAND MANAGER” and “HOW TO GET DOCTOR’S ADDICTED TO YOUR BRAND: 13 UNSHAKABLE LAWS OF PHARMA BRANDING”. The sixth book was very recently released, ‘WHAT MADE YOU A MID-LEVEL MANAGER WILL NOT LEAD YOU TO THE C-SUITE: ARE YOU READY FOR THE BIG JOB?’ Vivek Hattangadi is also a guest faculty in many pharma business schools. Vivek Hattangadi, Mentor & Advisory Panel, PharmaState Academy represents PharmaState Academy at India and International levels.
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66 Courses

2446 students

Marketing Myopia

Material Includes

  • 6 Learning Videos
  • Quiz
  • Course Certificate
  • This course is free if you buy the course Voice of patient by Vivek Hattangadi

Enrolment validity: 365 days

Target Audience

  • CEOs Vice-Presidents Brand Managers
  • Marketing Managers Field Sales Managers
  • National Sales Managers Medical Representatives

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