Prof. Dr. Waldemar Pförtsch (Pforzheim University) and Prof. Dr. Uwe Sponholz (Würzburg-Schweinfurt University) the co-authors of the book H2H Marketing opine that: “Sustainable improvement of the world and human-oriented marketing, that not only sounds ambitious but also...

Last week I had a guest at home, Mrs. Durgadevi, a frail lady of 80. She is a patient with chronic dry eyes. Her ophthalmologist had prescribed her a tear substitute, an eye lubricant....

H2H Marketing follows a highly integrative and collaborative approach. Therefore, a pharma brand cannot be viewed separately but rather it must be integrated into the subsystem of H2H Marketing. What is collaborative branding? First, recall...

What is marketing? The Grand Guru of Marketing, Philip Kotler says: “First - Identify and define a human problem; a real problem. Then find a solution to the problem”. This forms the basis of...

Have you heard about the book “Firms of Endearment” written by Raj Sisodia, Jagdish Sheth, and David Wolfe? Firms of Endearment write the authors, are the ultimate value creators. They generate every form of value that matters: emotional,...

Case Study – Why doctors are averse to ‘new products’?  Praveen and Naveen, the brand managers at V & V Pharmaceuticals were discussing the launch of new pharma products in India.  A leading consulting physician Dr....

Homeopathy, also known as homeopathic medicine, is a medical system that was developed in Germany more than 200 years ago. It’s based on two unconventional theories: “Like cures like”—the notion that a disease can be...

Over the last few weeks, I had the opportunity to interact with several senior executives of the pharmaceutical industry in India. Among other things, I was keen to understand how their organizations were preparing...