Beyond the Molecule - Chaganti, Subba Rao
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In the complex world of pharmaceutical marketing, the difference between confusion and clarity often comes down to one thing: the right metaphor. Why are some health messages instantly understood while others leave patients puzzled? This groundbreaking guide reveals how carefully crafted metaphors transform complicated science into concepts that connect with healthcare providers, patients, and payers. Based on the latest cognitive science and proven through real-world case studies, this book provides pharmaceutical marketers with practical tools to: - Develop metaphors that accurately explain…mehr

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Produktbeschreibung
In the complex world of pharmaceutical marketing, the difference between confusion and clarity often comes down to one thing: the right metaphor. Why are some health messages instantly understood while others leave patients puzzled? This groundbreaking guide reveals how carefully crafted metaphors transform complicated science into concepts that connect with healthcare providers, patients, and payers. Based on the latest cognitive science and proven through real-world case studies, this book provides pharmaceutical marketers with practical tools to: - Develop metaphors that accurately explain complex mechanisms of action - Create different metaphorical frameworks for various stakeholders - Measure the effectiveness of metaphors on comprehension and behavior - Adapt metaphors across different cultural contexts and digital platforms - Balance scientific accuracy with emotional resonance From the neuroscience of how metaphors affect memory to step-by-step frameworks for implementation, this comprehensive resource transforms theoretical knowledge into immediate practical application. A must-read for anyone responsible for communicating complex pharmaceutical information. The case studies alone deliver invaluable insights into what works-and why.
Autorenporträt
Subba Rao ChagantiHe has a master's in business administration and over fifty-two years of experience in Pharmaceutical marketing. His experience encompasses all facets of the industry, from sales and sales management to product management and overseeing overall marketing activities. He has experience in both domestic and international marketing, as well as within the Indian and multinational sectors.He also taught a course on Advertising and Brand Management as an adjunct professor at Gitam Institute of Foreign Trade (now part of Gitam University) in Visakhapatnam for a few years and a course on Marketing as a visiting faculty member at Jawaharlal Nehru Technological University (JNTU) in Hyderabad.He lives in Farmington, Connecticut, USA, and can be reached at: subbarao.chaganti@gmail.com.Here is a list of his publications:1. Pharmaceutical Marketing in India: Concepts, Cases, Strategy2. Game Plans for Post-GATT Era: Action Agenda of Indian Pharmaceutical Industry3. Compete or Forfeit: Strategies for Sustainable Competitive Advantage in the Pharma Product Patents Era4. Pharmaceutical Marketing in India for Today and Tomorrow - 25th Anniversary Edition5. Bullseyes and Blunders: Lessons from 100 Cases in Pharma Marketing6. Digital Pharma Marketing Playbook: Winning With the New Rules of Engagement7. Cracking the Generics Code: Your Single-Source Success Manual for Winning in Multi-Source Product Markets8. Reimagine Pharma Marketing: Make it Future-Proof!9. Brand Positioning in Pharma10. Transactional to Transformational Marketing in Pharma: The Science of Why and The Art of How11. A to Z of Pharmaceutical Marketing: World's First and Only Encyclopedia, Set of Two Volumes12. The Synergy of Minds: Human+AI Orchestrating the Pharma Marketing Revolution13. Design Thinking for Pharma: Forget Features, Focus on Feelings14. The Pharma Product Manager: Handbook for Navigating the Digital Frontier15. Sentiment Analysis for Pharma Marketers16. Whispering to AI: Prompt Engineering for Pharma Brand Managers17. Storytelling in Pharma Marketing