Inside this Issue 1. Conference Report: Pharma Marketing in the New Age 2018 Salil Kallianpur, takes you through the big ideas discussed at “Pharmaceutical Marketing in the New Age 2018” 2. Photo Montage: Pharmaceutical Marketing in the New Age 2018 3. Mindfulness and the Emotionally Intelligent Leader by Melisa Pereira An awareness of Self and Others is what makes outstanding Leaders

1. MEDICINMANMay 2018| www.medicinman.net Indian Pharma’s First Digital Magazine Since 2011
TM
Report: Pharma Marketing
in the New Age 2018
H
umankind has always
found solace in believing
that tomorrow will just be a
lot more of yesterday.
Corporate executives have, in equal
measure, enjoyed and treated with
trepidation the thrill of balancing
business performance of the pres-
ent with preparing for the challeng-
es of the future. How companies
will evolve to serve new customers
and markets that are thrown open
by emerging trends, defines how
competitive they will stay.
Few CEOs, if any, disagree that a
knowledge of and preparation for
the future is an existential need
that must be tackled everyday with
renewed vigour. Gone are the days
when one could think of change
and talk about the future at annual
business planning meetings.
At the recently held ACG-Medicin-
Man event titled “Pharmaceuti-
cal Marketing in a New Age”, the
keynote addresses and CEO Panel
Discussion noted that the future
becomes the present before one
realises it – more so in a tech-driven
future. It took 38 years for the radio,
13 years for television, 4 years for
the iPod, 3 years for the internet,
1 year for Facebook and a mere 9
months for Twitter to reach 50 mil-
lion users.
It is said that the more things
change, the more they stay the
same. The fundamentals of mar-
keting do not change. They stay
the same and sometimes get more
relevant as new technology allows
easier interactions. The function of
marketing has always been to serve
customers profitably. It will always
remain so. Advancement in tech-
nology merely allows one to do it
more efficiently and effectively.
Although the pharma industry lags
in its adoption of digital technolo-
gy, there are islands of excellence.
Digital marketing experts spoke in
unison about the need for technol-
ogy to be adopted as a tool to help
field colleagues do their jobs bet-
ter and not replace them. To allay
fears of change and show the right
path to the organization is the role
of the Leader. Leadership support
is the only way for an organization
to adopt technology in the right
way and save itself from commit-
ting random acts of digital that do
not present a cohesive face of the
organization to the customer. Of
course, there is a long way to go
as the industry learns that in hy-
percompetitive and commoditized
markets, greater differentiation
is possible through services and
customer experience and not just
through products.
Salil Kallianpur speaks at Pharmaceutical
Marketing in the New Age 2018
“
At the recently held
ACG-MedicinMan event
titled “Pharmaceutical
Marketing in a New Age”,
the keynote addresses and
CEO Panel Discussion
noted that the future
becomes the present before
one realises it – more so in a
tech-driven future.
#conferencereportage Salil Kallianpur

2. Salil Kallianpur | Conference Report: Pharma Marketing in the New Age 2018
Customers have always expected the industry to
innovate on products and companies in turn have
always sought to differentiate by bringing in newer
and more ‘innovative’ products. Over the last few
years however, as Big Pharma R&D pipelines have
dried up, companies have sought to differentiate
products through newer formulations. When med-
icines that were taken as tablets can now be taken
as thin strips that dissolve on your tongue, patients
are delighted. Imagine the joy a patient feels when
medicines for which you had to prick yourself, can
now be inhaled painlessly. The examples are many
and technologies that can create such wonders
were discussed threadbare at the Brand Lifecycle
management sessions.
Finally, what does all this mean to the pharma
marketer? With the advent of digital technology,
the need to use new channels of information and
armed with products differentiated through new
formulations, is she to focus on retaining existing
customers, or must she chase newer markets and
customergroups?Howdoessheusethealwayslim-
ited marketing budget at her command? Experts
at the ‘Retention or Acquisition – which is better?’
session spoke about retention being the new ac-
quisition. Acquiring new customers take between
5-9 times the cost of retaining existing ones. Very
few marketers focus on retention and calculate the
lifetime value of customers with diligence. Without
such metrics, it is difficult for marketers to know if
their marketing budgets are better employed in
chasing new customers or retaining existing ones.
Cross-selling and up-selling techniques need to be
learned, practised and perfected in companies that
decide to focus on retention. These are different
skills and must be consciously learned.
So, what must pharma marketers today do dif-
ferently? The single most important change
requires a transformative focus that re-
places traditional “product-focused” mar-
keting with a “customer-focused” model.
2 | MedicinMan May 2018
“
When medicines that were taken
as tablets can now be taken as thin
strips that dissolve on your tongue,
patients are delighted. Imagine the
joy a patient feels when medicines
for which you had to prick yourself,
can now be inhaled painlessly.

3. Salil Kallianpur | Conference Report: Pharma Marketing in the New Age 2018
Customer-focus is something that receives much
lip service but is challenging to adopt and execute
with consistency. As I had written earlier, it’s not
enough to just say it; you must live it. Customer
focus is something that must be embedded in the
business culture.
In a product-focused marketing model, everything
is all about you— what your product does and how
it suits you to deliver your product and your mes-
sage. A customer-focused marketer takes a hard
look at what customers want and need and then
looks closely at his own way of operating, through
that customer lens. Customer-focused marketing is
not about looking for points of existing alignment
or trying to change the customer so she fits your
world, which has been the defining modus operan-
di of traditional product-focused marketing.
Tomorrow will not be more of yesterday. This is the
future - Pharmaceutical Marketing in a New Age. M
3 | MedicinMan May 2018
“
In a product-focused marketing
model, everything is all about you—
what your product does and how
it suits you to deliver your product
and your message. A customer-
focused marketer takes a hard look
at what customers want and need
and then looks closely at his own
way of operating, through that
customer lens.
Salil Kallianpur is Partner
and Co-Founder at The Digi-
tal Transformation Lab. He is a
pharma veteran having worked
with industry leaders like No-
vartis, Pfizer and GSK.

4. 4 | MedicinMan May 2018
Photo Montage: Pharmaceutical Marketing in the New Age 2018

5. 5 | MedicinMan May 2018
Photo Montage: Pharmaceutical Marketing in the New Age 2018

6. 6 | MedicinMan May 2018
Photo Montage: Pharmaceutical Marketing in the New Age 2018

7. CONTENTS
Our mission is to collectively improve the pharma
sales and marketing ecosystem - leading to better
relationships with doctors and better outcomes for
patients.
MedicinMan Volume 8 Issue 5 | May 2018
Editor and Publisher
Anup Soans
Chief Mentor
K. Hariram
Executive Editor
Salil Kallianpur
Editorial Board
Prof. Vivek Hattangadi; Deep Bhandari; Hanno
Wolfram; Renie McClay
Letters to the Editor: anupsoans@medicinman.net
1. Conference Report: Pharma Marketing in
the New Age 2018 ..............................................1
Our Executive Editor, Salil Kallianpur, takes you
through the big ideas discussed at Pharmaceutical
Marketing in the New Age 2018
Salil Kallianpur
2. Mindfulness and the Emotionally Intelligent
Leader .................................................................8
An awareness of Self and Others is what makes
outstanding Leaders
Melisa Pereira
7 | MedicinMan May 2018
Connect with Anup on LinkedIn | Facebook | Twitter
Anup Soans is an L&D Facilitator,
Author, Pharma Consultant.
muckrack.com/anupsoans/articles
MEET THE EDITOR

8. 8 | MedicinMan May 2018
O
nce upon a time, there was a man named Mr.
Chanchal who worked in a demanding phar-
ma sales and marketing position. He noticed
how tensed he tended to get over the things that were
going on in his imagination, especially the “I am not
good enough”perception of himself.When something
would happen at workplace, his mind would jump to
conclusions, and he would get worried, angry or ap-
prehensive, depending on just what his imagination
was doing.
As soon as Mr. Chanchal started to notice this, he cre-
ated the opportunity to get back in touch with the
present–moment reality and respond to the situation,
moment by moment. Although Mr. Chanchal’s earlier
thoughts were deeply rooted in his past and upbring-
ing, all he did was notice such negative imaginative
thoughts when they arose but did not allow his mind
to linger on them for long. The result of such“mindful-
ness”? Well, the past was being healed automatically
by his choice to give his full attention to the present
moment, change of perception to“I am good enough”,
and not relive negative thoughts from the past.
So, is mindfulness just about paying attention to
the present–moment, in a non–judgmental way?
Basically, mindfulness teaches us to focus on reali-
ty and think differently. Taking our imagination to
be real is the first mistake made with mindlessness.
MINDFULNESS AND
THE EMOTIONALLY
INTELLIGENT LEADER
Melisa Pereira
An awareness of Self and Others is what makes
outstanding Leaders

9. Melisa Pereira | Mindfulness and the Emotionally Intelligent Leader
Reality is a piece of cake to deal with compared to
our “false negative”imagination, when taken to be
real. Your boss, for example, might just be a boss,
even though you may imagine or perceive him as
Bakasur– the Rakshas and panic every day! When
we are mindless, our thoughts get unconsciously
colored the way we see the world and its events.
In such cases, even a simple comment from a col-
league can turn into a major criticism if it is exag-
gerated by our insecurities.
The Mind–Emotion Connection
In Buddhism, there are four foundations or ob-
jects of mindfulness. The body is the first founda-
tion; feelings and emotions make up the second;
thoughts that live in our mind are the third; and our
various habitual patterns of thinking and feeling
are the fourth. These are four separate processes,
yet they are all related.
Mindfulness creates the basis upon which relation-
ships with others can be built in such a way that
connection and communication happen fluidly
and with greater ease and authenticity. Mindful
individuals ensure that emotions work for them
and not against them. For example, have you spent
time with someone like Mr. Bhavna–heen who’s
emotionally stunted or lacks the ability to be aware
of his emotions and the emotions of fellow col-
leagues? Now, compare that to an experience of
spending time with a person who’s in tune with his
emotions and displays empathy and understand-
ing of the needs of those around them. Do you feel
the difference? Welcome to the whole new world
of “emotional intelligence” and know how it plays
its part in our daily lives!
Emotional intelligence (EI) is the ability to under-
stand and manage our own emotions as well as the
emotions of others. Although regular intelligence
– the ability to reason, rationalize, analyze etc. – is
9 | MedicinMan May 2018
“
Mindfulness creates the basis upon
which relationships with others
can be built in such a way that
connection and communication
happen fluidly and with greater
ease and authenticity. Mindful
individuals ensure that emotions
work for them and not against
them.

10. Melisa Pereira | Mindfulness and the Emotionally Intelligent Leader
important, EI is the key to thinking clearly and cre-
atively, to be able to manage stress and challeng-
es confidently and relate well to others. In fact, EI
dominates IQ by a factor of 3.
Want be a leader? Be a better human
first!
Great leaders move us. They ignite our passion and
inspire the best in us. When we try to explain why
they are so effective, we speak of vision, strategy,
powerful ideas and so on. But the reality is – great
leadership works through emotions. No matter
what leaders do – whether building a multi-crore
brand, closely monitoring sales teams’ effective-
ness or mobilizing teams to action – their success
depends on how they do it. Perhaps uniquely
among management theories, some leadership
models are built on links to neurology. Brain re-
search has shown that leaders’ moods and actions
have enormous impact on those they lead and
shed fresh light on the power of emotionally intelli-
gent leadership to inspire, arouse enthusiasm, and
keep people motivated. Humankind’s earliest lead-
ers earned their place in large part because their
leadership was emotionally compelling. Through-
out history and in cultures everywhere, the leader
in any human group acts as the group’s emotion-
al guide. However, in modern organizations, this
emotional task – though largely invisible– remains
foremost among the many jobs of leadership. This
task applies to leadership everywhere, from the
boardroom to the field. And this makes clear why
EI abilities are so crucial. M
10 | MedicinMan May 2018
“
great leadership works through
emotions. No matter what leaders
do – whether building a multi-crore
brand, closely monitoring sales
teams’ effectiveness or mobilizing
teams to action – their success
depends on how they do it.
Melisa Pereira is a PhD in Neuropsychiatry
Clinical Research. She works as a healthcare
branding and communications consultant in
Pharma, Consumer health and Public health
domains. Email: melisa.pereira@rediffmail.com