Product Management in Pharmaceutical Industry.pptx

The presentation "Product Management in Pharmaceutical Industry" provides a comprehensive overview of the essential principles, processes, and strategies involved in managing pharmaceutical products. It is structured to address both theoretical and practical aspects of product management, making it highly relevant for professionals and students in pharmaceutical marketing and management roles.

The content delves into the hierarchical structure of product management careers in the pharmaceutical industry, outlining roles from entry-level positions such as Product Executives and Management Trainees to senior leadership roles like Vice President of Sales and Marketing and President of Sales and Marketing. Each role is correlated with the typical experience required, demonstrating the progression within the industry.

Key sections of the presentation include:

1. Core Knowledge Areas:

Vision and leadership, highlighting the importance of setting strategic goals for products.

Product lifecycle management, ensuring effective oversight from development to market withdrawal.

Product strategy and market research, enabling informed decision-making and competitiveness.

Business models and financial planning, crucial for sustainable profitability.

Product roadmaps and user experience considerations, ensuring alignment with consumer needs and business goals.



2. Supporting Knowledge Areas:

Emphasis on market-specific drug categories such as anti-infectives, cardiovascular drugs, gastrointestinal drugs, vitamins, minerals, and respiratory treatments.

Integration of marketing and sales strategies with a focus on Philip Kotler's 4Ps of Marketing: Product, Price, Place, and Promotion.



3. Product Roadmap Development:

Steps include general market knowledge, development of technologies, marketing strategies, sales and support, project/release management, and process optimization.

Outlines radical versus incremental strategies, sourcing strategies (internal vs. external), and the balance between protection and diffusion of intellectual properties.



4. Sales Roadmap:

Key steps in the sales process include lead discovery, scheduling meetings, identifying customer needs, proposal delivery, and price negotiation.



5. Conclusion:

Emphasizes the need for a clear product vision, strong leadership, strategic roadmaps, and effective marketing and sales approaches to succeed in the competitive pharmaceutical industry.




The presentation integrates real-world insights supported by references, including research from "The Pharma Innovation" journal. It serves as a valuable resource for understanding the multidimensional aspects of pharmaceutical product management, offering tools and strategies to enhance performance and innovation in the field.

1. BP803ET. PHARMA MARKETING MANAGEMENT Product Management in Pharmaceutical Industry Presented by Preetham Anton Alphonse B. Pharm IV-Year VIII-Sem 5600205115 63

2. Product executives (1- or 2-years experience) or sometimes Management trainee (fresher) Associate product manager (3 to 5 years experience) Group product manager (5 to 8 years experience), Marketing manager (9 to 12 years experience), General manager (12 to 15 years experience) Director marketing or sales and marketing, (15 to 18 years experience) President of sales and marketing (19 to 22 or more years of experience) Product manager (3 to 5 years experience), VP of sales and marketing (19 to 22 or more years of experience

3. PRODUCT MANAGEMENT Involves P roduct planning, Marketing, S trategy, and Creative insights. Crucial role for pharmaceutical firms. Skill set to identify gaps for improved product management. (Anusha K et.al 2017 )

4. Product Management in Pharmaceutical Industry 1 .Core Knowledge Areas 2 .Supporting Knowledge Areas

5. 1.Vision and Leadership 2.Product life cycle management 3.Product strategy and Market research 4.Business Model and Financials 5.Product Roadmap 6.User experience and product backlog 1.CORE KNOWLEDGE AREAS

6. 2.Description of The Business 3.Product forecast 4.Product Road Map Matrix 5.Quality to be built in both products and processes 6.Allocation of resources 7.Patent Portfolio 1.Product descriptions and status reports PRODUCT ROADMAP

7. 1.General Market Knowledge 2.Development / Technologies 3.Marketing 4.Sales and Support 5.Project/Release management 6.Process 2.SUPPORTING KNOWLEDGE AREAS

8. Anti-infectives Cardio-vascular Drugs Gastro - Intestinal Vitamins and Minerals and Respiratory

9. 1.Radical Vs. Incremental strategies 2 .In Source Vs. Open Source Strategies 3. External Vs Internal Strategies 4.Protection Vs. Diffusion Strategies among these a strategy can be implemented by a firm. Strategies of General Market Knowledge

10. 1.Product 2.Price 3.Place 4.Promotion Philip Kotler American author and consultant 4P’S OF MARKETING

11. SALE ROAD MAP 1.Lead Discovery 2.Scheduling a Meeting 3.Identifying Needs 4.Delivery of Proposal 5.Price Negotiation

12. CONCLUSION Product vision and leadership . Product Strategy, Product road map Product marketing and sales Project management

13. Reference Anusha K, Priya PK, Kumar VP. Pharmaceutical product management . The Pharma Innovation. 2017 Nov 1;6(11, Part B):112.