We will need to find a way to bring together the capabilities of the Medical Rep, the changed scenario of the visit and the ways we can reach doctors into one single strategy rather than looking at the physical and the digital parts separately. Our medical reps will continue to be the core of our promotion, and our digital strategy will need to empower them to not only do a better call but also support their efforts by building processes that will help them beyond the few minutes that they spend in the Clinic. Marketing budgets will have to move away from conventional investments and also think beyond hardware to increase digital engagement.

As professionals, we are conditioned to be "fixers." We...

GST Special Issue carrying an interview with Sunil Attavar - CMD, Group Pharma and President, Karnataka Drugs and Pharmaceuticals Manufacturers Association (KDPMA)

Articles by Vivek Hattangadi, Genesh Kuriakose, Pankaj Mehrotra, Salil Kallianpur and Jay Mehta

Q 1. Tell us about your journey as a pharma entrepreneur and what made you venture into pharma and stay on in pharma? My journey started with two good decisions, one- to be a Medical Representative (MR) in Mumbai, which built a strong foundation and the other, to join Helios, a new pharma company, which was like a baptism of fire. Together, they molded me well. I was promoted as a Front Line Manager (FLM) within a year. And after spending four excellent years in Helios, I joined Group Pharma as Product Manager (PM) and ever since, it’s been an exciting learning experience.  I was exposed to Pharma very early in life as my dad was in J L Morison, as part of the promoter-team of Warren Pharma. At home, I was the designated telephone operator and order processing clerk. Those were the days of trunk-calls - calling managers and distributors to note down orders. Hence, I was exposed to the excitement of targets, achievements, deficits and campaigns very early in my life. The idea of ‘work-life balance’ was not in vogue. One would look to their parents who worked long hours with pride making it something you wanted to emulate. Things have changed a lot but I would not trade the decision I made, to get into and stay in Pharma.

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Introduction For decades, the Indian pharmaceutical industry has measured success...

Simon Rosof has been appointed Head of Asia Pacific...

The economic footprint of a truly historic pharmaceutical blockbuster...

When a vial contains only water, the failure is...

What the Trikafta Stand-Off Teaches Us About the Future...

Introduction For decades, the Indian pharmaceutical industry has measured success...

Simon Rosof has been appointed Head of Asia Pacific...

The economic footprint of a truly historic pharmaceutical blockbuster...

When a vial contains only water, the failure is...

What the Trikafta Stand-Off Teaches Us About the Future...

Introduction For decades, the Indian pharmaceutical industry has measured success...

Simon Rosof has been appointed Head of Asia Pacific...

The economic footprint of a truly historic pharmaceutical blockbuster...

When a vial contains only water, the failure is...

What the Trikafta Stand-Off Teaches Us About the Future...