Contents
List of Figures
Introduction
Part I. UNDERSTANDING THE R Factor :
1. The Creative Legacy
2. Market-based Communication
3. Purposive Strategic Creativity
4. Generating Strategic Creative Output
5. Creativity from the Marketplace
Part II. CREATIVE WORKING OF THE R FACTOR :
6. Selling Propositions that 'Feel'
7. Marketing Peace
8. Strategic Brand Names
9. The Perception of Price
10. Credible Claims
11. Of Flipcharts- and Promotools
12. Scientific Doctor Selection
List of Figures
1. The concept of Avataars helped consolidate the corporate monopoly of Hinduism
2. Ranbaxy justified Cifran's price by comparing it with cephalos - porins
3. Market - sensitive communication, strong presentation, premium pricing and good packaging helped Revital take off
4. Calmpose - making a strength out of a weakness
5. No comments! You decide
6. Pfizer expands the amoebiasis market. Brilliant!
7. Power of vision to establish credibility - not seeing is believing
8. Roaming for ideas
9. Zieta Pharmaceuticals seeks a share of the heart
10. Market - sensitive communication makes Hero Honda the leader
11. Hero Honda changing messages as the product matures on the product lifecycle
12. Hero Puch - beyond positioning. Changing the frame of reference
13. Another example of marketing peace
14. Handyplast-A medal for bravery. Ingenious!
15. Prescription slips given to the doctor to assist brand recall at the time of prescribing. Good idea but late in the day
16. Core uses emotion to break the low-price-low-quality image
17. Format for making stories
18. How a filled-in format would look
19. Whipping it up
20. Selecting the creme de la creme
21. Selection format for hospital doctors
22. Get into the customer's shoes
Review
"...One of the most interesting books written for a marketer in the Indian environment." - Ravi Narasimhan, Principal, Price Waterhouse LLC, Chicago
"...A path-breaking book." - Naresh Hosangady, Head, 3M Health Care - India
"The author's hands-on experience of the Indian pharma market...makes it a learning experience for anyone interested in marketing and advertising." - M. Syed, Director, Triton Communications Pvt Ltd
"An authentic marketing book...combines the zeal of an informed pharma man with a 'feel' for the market." - S. Mittal, Young & Rubicam - Europe
"Authoritative, intense and immensely readable ..." - Ravi Shanker, Indian Institute of Mass Communication
"The author has captured the essence of successful marketing in this readable text, focusing on the pharmaceutical industry." - Elsa Davies, Fellow, Institute of Management, UK
"Success in global commerce lies in the ability to look at the same things seen by others and recognize the possibilities. The author displays such vision. The book is light-weight dynamite." - Rajesh Sheth, Director, Hospital Supply Corporation (India)
"Every medical representative who wishes to rise in the profession MUST read this book and keep referring to it at least once a month." - Ganesh Nayak, President, Cadila Healthcare
"Executives in the area of healthcare communication will immensely benefit from this book which focuses on creative and practical methods of generating prescriptions from physicians." - R.B. Smarta, Managing Director, Interlink Marketing Consultancy Pvt Ltd
"A valuable contribution....Easy and must reading for busy marketing men." - Munish Bharat, Managing Director, Global Trading Company
"The book talks about all meaningful and practical aspects of marketing...comes like a breeze of freshness." - Jitendra Kumar Sharma, Manager-Marketing Planning, Mesco Pharmaceuticals
"An eye-opening, pioneering work." - Arun Mohan, Export Manager, Smithkline and Beecham (Consumer)
"This book is singularly remarkable because the author provides in-depth insights while sustaining reader interest. Communication professionals will especially find it useful to better understand the nuances of the pharma market." -Srikant Sastri, Managing Director, 'Solutions'
"Like the author, I too have come to the conclusion that creativity is not being maverick. Creativity is working with realities to remove wastage, improve speed and anticipate invisible consequences. This book shows how to be creative in this sense. If you wish to improve your medical representative's output and his esteem or if you yourself are a representative and wish to grow, you must read this book." - Aloke Chatterjee, National Sales Training Manager, Modi Xerox
"...a Bible for marketing professionals in the pharma industry." - J.C. Bharwani, Origin Direct
"Brilliant, bright, blasphemous .... Blows much of what we have held to be sacrosanct-USP, marketing warfare, positioning-to smithreens." - Vijay Jolly, Director, Obex India Pvt Ltd