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Role responsibilities & accountabilities of
Pharma Brand Managers
Vivek Hattangadi
www.theenablers.org
Vivek Hattangadi1 The Role of Pharma Brand Managers
Contents
Vivek HattangadiThe Role of Pharma Brand Managers 2
Definition of role, responsibility & accountability
Role, responsibility & accountability of a pharma brand manager
Skill-sets for a brand manager
Definition of role, responsibility & accountability
Part I
Vivek HattangadiThe Role of Pharma Brand Managers 3
What is a role?
Vivek HattangadiThe Role of Pharma Brand Managers 4
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
What are responsibilities
Vivek HattangadiThe Role of Pharma Brand Managers 5
The list of duties is known as responsibilities
The person who is required to complete task
Responsibility can be shared
What is accountability
Vivek HattangadiThe Role of Pharma Brand Managers 6
It means being answerable for their decisions and actions
Expected to explain them when asked
Liable to rewards and punishments
Accountability cannot be shared
Role, responsibility & accountability of a pharma
brand manager
Part II
Vivek HattangadiThe Role of Pharma Brand Managers 7
Role of a brand manager
Vivek HattangadiThe Role of Pharma Brand Managers 8
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
Responsibility of a brand manager
Vivek HattangadiThe Role of Pharma Brand Managers 9
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
Shared responsibility with sales management
Vivek HattangadiThe Role of Pharma Brand Managers 10
Strategy execution
A close eye on competition
The correctness of customers list for the brand
Driving market growth
Accountability of a brand manager
Vivek HattangadiThe Role of Pharma Brand Managers 11
Return on investment
The desired market share – leadership
The desired growth of the brand
The bottom-line
Brand Manager’s skill set – 1
Vivek HattangadiThe Role of Pharma Brand Managers 13
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
Brand Manager’s skill set – 2
Vivek HattangadiThe Role of Pharma Brand Managers 14
Ability to think creatively and innovatively
Budget-management skills and proficiency
Professional judgment and discretion
Analytical skills to forecast and identify trends and challenges
Thank you
Vivek Hattangadi
www.theenablers.org / [email protected]
Vivek HattangadiThe Role of Pharma Brand Managers 17