You can’t build a strong Brand Plan
without strong Marketing Fundamentals.
A structured, practitioner-built foundation course for young pharma professionals, marketing managers, and sales leaders transitioning into marketing — built from 25+ years inside Dr. Reddy’s, Pfizer, AstraZeneca and Novartis.
- Build strong marketing fundamentals
- Think strategically, not just execute
- Improve confidence, clarity & career growth
Different professionals. Same root problem.
You entered marketing with qualifications — but quickly realised what you know isn’t enough, and no one is teaching you how to close the gap.
You have experience and you work hard. But deep down, you know you learned on the job — the fundamentals were never properly built, and it shows in strategy meetings.
You want in — but you don’t yet know what real pharma marketing actually involves, or how to look industry-ready.
Strong on execution. But now you’re expected to think strategically, manage experienced marketers, and even basic marketing concepts feel unclear.
It’s not talent. It’s not effort.
It’s weak marketing fundamentals — and that’s fixable.
Dr. Shailendra Tripathi
- 25+ years in pharma sales & marketing leadership — Dr. Reddy’s, Pfizer, AstraZeneca, Novartis
- Author of 2 books, including Expanding Horizon: Market Strategy for Pharma SMEs
- 7 published research papers
- ICF CCE Certified Coach | Visiting Faculty in Management
Real frameworks. Real thinking.
Real application.
Four modules, built in the same sequence a brand plan actually comes together — from fundamentals to financial fluency.
Module 1
Foundations of Pharmaceutical Marketing
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Foundations of Pharmaceutical Marketing
- Definition of sales
- Definition of marketing
- Definition of CRM
- Sales vs. marketing
- CRM vs. marketing
- Digital marketing defined
- Strategic marketing process
- Brand building process
- Brand operating plan
- Daily operational excellence
- Key marketer competencies
- Functional skills
- Behavioral skills
- Stakeholder management
- Market building
- Creating & owning a space
- Market re-shaping
- Creating differentiated products
Module 2
Market Understanding & Segmentation
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Market Understanding & Segmentation
- Definition of market
- Patient segment
- Category & adjacent category
- Defining target market
- Segmentation process
- Demographic, psychographic, lifestyle
- Unmet, unfelt, underserved need
- Customer insight
- Customer insight & need gap
- Brand essence
- Single-minded proposition
- Tagline, USP & positioning
- Right to win & reason to believe
- Rational vs. emotional equity
- Brand identity & personality
- Brand & line extension
Module 3
Communication Strategies & Market Research
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Communication Strategies & Market Research
- Ladder of adoption
- Adopter types
- Adoption process & PLC
- Belief mapping
- Change behaviour objective
- Brand & campaign idea
- Core dramatization & key messages
- A/B testing
- Communication research
- Brand equity research
- Triggers, barriers & pre-launch study
- Frequency: growth, CAGR
- Position: ACH, rank, evolution index
- Central tendency: mean, median, mode
- Dispersion: variance, std. deviation
Module 4
Strategic Decision-Making & Performance
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Strategic Decision-Making & Performance
- Value pyramid
- Niche vs. mass market
- Attractiveness vs. core competence
- Source of business
- Strategic levers & business drivers
- Product lifecycle
- Portfolio prioritisation
- Strategic options through PLC
- Lean daily management
- Root cause analysis
- Counter measures
- KPIs & critical success factors
- COGS, GC, EBITDA, PBT
- Marketing contribution
- Net profit
- A&P / marketing & distribution budget
Certificate of completion included with every enrollment.
Free signed copy includedExpanding Horizon: Market Strategy for Pharma SMEs — worth ₹800, delivered to your doorstep.
Less than your last cup of coffee — for a foundation that shapes your entire career.
Your career growth depends on your fundamentals.
Fix them once. Use them for the rest of your career.
