1. Role responsibilities & accountabilities of
Pharma Brand Managers
Vivek Hattangadi
www.theenablers.org
Vivek Hattangadi1 The Role of Pharma Brand Managers
2. Contents
Vivek HattangadiThe Role of Pharma Brand Managers2
Definition of role, responsibility & accountability
Role, responsibility & accountability of a pharma brand
manager
Skill-sets for a brand manager
3. Definition of role, responsibility & accountability
Part I
Vivek HattangadiThe Role of Pharma Brand Managers3
4. What is a role?
Vivek HattangadiThe Role of Pharma Brand Managers4
It is a prescribed or expected behavior associated with a
particular position in an organization
It is the function of a position – here that of a brand manager
5. What are responsibilities
Vivek HattangadiThe Role of Pharma Brand Managers5
The list of duties is known as responsibilities
The person who is required to complete task
Responsibility can be shared
6. What is accountability
Vivek HattangadiThe Role of Pharma Brand Managers6
It means being answerable for their decisions and actions
Expected to explain them when asked
Liable to rewards and punishments
Accountability cannot be shared
7. Role, responsibility & accountability of a pharma
brand manager
Part II
Vivek HattangadiThe Role of Pharma Brand Managers7
8. Role of a brand manager
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Plan, develop and direct marketing efforts for his/her brand
Create tactics and strategies to take advantage of market
opportunities
Analyze sales data to update a brand portfolio
Training field staff
Conducting cycle /briefing meetings at regular intervals
9. Responsibility of a brand manager
Vivek HattangadiThe Role of Pharma Brand Managers9
Ensure that his/her brands resonate with current prescribers
and potential prescribers
Do a regular brand audit
Have an in-depth knowledge of competition
Develop, and execute marketing initiatives and activities for
his/her brand
Develop P&L
Interpret data correctly and convert into information
10. Shared responsibility with sales management
Vivek HattangadiThe Role of Pharma Brand Managers10
Strategy execution
A close eye on competition
The correctness of customers list for the brand
Driving market growth
11. Accountability of a brand manager
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Return on investment
The desired market share – leadership
The desired growth of the brand
The bottom-line
12. Brand Manager’s skill set
Part III
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13. Brand Manager’s skill set – 1
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Excellence in written and verbal communication skills
Brilliance in presentation skills
Strong research and analytical skills
In-depth understanding of the technical knowledge of the
brand
Familiarity with regulatory affairs
A willingness to listen to the sales-force
14. Brand Manager’s skill set – 2
Vivek HattangadiThe Role of Pharma Brand Managers14
Ability to think creatively and innovatively
Budget-management skills and proficiency
Professional judgment and discretion
Analytical skills to forecast and identify trends and challenges
