The 1st conference on Commercial Effectiveness in Pharma (India) unveils in Mumbai
The conference had a good participation from the industry and was organised by Akshata Rao, who has been formerly associated with Eye4Pharma events in the US who organise some of the best healthcare events globally.
- (1888PressRelease) August 08, 2012 - The one day conference of Commercial Effectiveness in Pharma (India) was an insightful event on the 4th August at the Marriott Courtyard, Mumbai. Being the first of its kind of conference, it unveiled newer insights in varied areas of commercial effectiveness including improving patient adherence, emerging medias & technology, competitive intelligence, key account management, market access etc.
The stage was set with the chairperson - Priti Mohile, - MD, MediaMedic Communications giving out key insights of commercial effectiveness in the rapidly changing pharma scenario in India. Deepak Arora- Global Associate Brand Director at Novartis Healthcare, spoke on exploring the key drivers impacting company's business including emergence of Biosimilars, Patient Adherence & Compliance. This was followed by Dr. Ajit Dangi, CEO and President of Danssen Consulting, sharing his vast experience on aligning objectives with global trends to create strong global footprints. He focussed on identifying key strategic drivers to sustain profitable growth & leveraging Intellectual Property, as a competitive strategy. He mesmerised the audience with DIVA (Differentiation, Innovation and Value Addition) which can help Indian Pharma to move up the value chain.
Navneet Sharma, Sr. Analyst (GPS& C), Novartis Healthcare gave her perspective on how to maximize productivity and be the "chosen one" amidst the brand clutter. Her detailed insights on understanding the need for competitive intelligence in a challenging pharma environment were truly futuristic. This was followed by a panel discussion on 'Commercial excellence KPIs to be considered as a key growth driver for your company'. The speakers included Anindya Chowdhury- Sr Director, Head - Consumer Healthcare Business - India at Sanofi, Deep Bhandari- General Manager, (MSO) at Novartis India Limited, Dr. Ajit Dangi and Priti Mohile. They discussed on benchmarking commercial strategies with competitors to analyze loopholes and drive commercial excellence by integrating sales and marketing efforts.
Darshan Kulkarni - Principal Attorney, The Kulkarni Law firm, USA brought in a different angle on how legal reforms affect sales. He also spoke about FCPA, sampling and education timing with a focus on FDA rules & changing regulatory scenario citing some international examples.
The next panel comprising of Dinesh Chindarkar- VP at MediaMedic Communications, Amlesh Ranjan - Associate Director at Sanofi, Pankaj Dikholkar - Chief Manager Abbott Healthcare, and Darshan Kulkarni discussed on employing innovative marketing channels like Social Media & technology in pharma. A lot of interaction with the audience drew key insights on this sought-after issue the world-over. The panel also discussed the impact it has on patient adherence and the need for pharma to explore multi-channel marketing as a newer avenue in India.
In the next session, Amlesh Ranjan spoke on a relatively newer area for pharma - Key Account Management. He defined the need to implement an effective and suitable KAM model with a quality approach, where it could be a more customer- centric model unlike a product focused one. He also threw light on how to align the KAM model by allocating internal and external resources within the organisation.
The last session by Manoj Kumar- Head - Marketing, Global Central Marketing Team, AstraZeneca focused on effective Market Access models. He laid emphasis on how market access is a necessity in today`s highly competitive and cluttered pharma industry. He shared valuable insights on being innovative & explore newer ideas to improve market access.
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