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Pharma Brand Audit – An Essential Component for Building Mega Brands

Description

Almost all pharma companies receive a yearly audit of their financial statements, such as the income statement, balance sheet, and cash flow statement. Similarly, all pharma brands must undergo a brand audit. A brand audit is a periodic check-up that evaluates your brand’s position in the marketplace, its strengths and weaknesses, and how to strengthen it. Today brand audit can be much easier and done even by the brand managers using digital platforms like Google Forms.

What will you learn

  • You will learn about the various ways to carry out a pharma brand audit. You will also know about a Vivek’s Window and how to involve the first-line leaders in the brand audit.
  • For the first time, the concept of Net Promoters Score has been introduced in this course to conduct a pharma brand audit. It is a very simple, yet a powerful way of to learn about the doctors feelings for your brand. Is he passive, is he an advocate or is he a detractor?
  • The importance of a SWOT Analysis for your competing brand has also been highlighted in this course.
  • Finally, you will also know why first-line leaders are actually field brand managers.
  • Besides, the person undergoing this course will get an opportunity to have a 30-minute Zoom call with the course creator Vivek Hattangadi, to clarify any doubts.

Language: English

Bonus: One-to-One Query Resolution Session with Mr. Vivek Hattangadi. Please mail us the course completion certificate at academy@pharmastate.com & we will arrange the one-to-one session for you.

How to download course certificate: Watch Video

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Topics for this course

8 Lessons49m 39s

Pharma Brand Audit

Introduction1:15
Part 1: What Is Brand Audit?3:36
Quiz: Part 1
Part 2: Perceptual Mapping7:00
Quiz: Part 2
Part 3: JoHari Window & Vivek’s Window13:53
Quiz: Part 3
Part 4: SWOT Analysis6:44
Quiz: Part 4
Part 5: How To Conduct SWOT Analysis – Case Study4:07
Part 6: Preparing an Action Plan2:44
Quiz: Part 5 & 6
Part 7: Net Promoter Score10:20
Quiz: Part 7

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.
4.69 (81 ratings)

66 Courses

2446 students

2,499

Material Includes

  • 8 Learning Videos
  • Course Certificate
  • One-to-one session for 30 minutes

Enrolment validity: 365 days

Target Audience

  • CEOs
  • Vice-Presidents
  • Sales & Marketing Heads
  • Brand Managers
  • Field Sales Managers

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