Intellectus Consulting

🌟 IC - ABP: The New - Age Pharma Brand Planning Model:

👉 For over two decades, the Indian pharma industry has been relying on traditional tools and processes for brand - building. While still being useful, new-age AI tools are rendering them inadequate. It is time to recalibrate this.

👉 Brand plans need to reflect real-time tracking and not static positions. In today's fast-changing and unpredictable business environment (VUCA / BANI), pharma brand managers need to be harnessing the forces that are shaping the contours of the new marketing paradigm.

🤘 We at Intellectus Consulting believe that the time is Now. Starting 2026, the Trifecta of AI, Data and Digital will need to get seamlessly integrated into the brand plans. AI - driven brand insights (HCP/Patients), Data-Driven Decision Making and using Digital as a meaningful force multiplier will be paramount. This Trifecta is inevitable and the organizations / brand teams that quickly embrace the new reality, will ride the wave. More details on the proposed Trifecta concept are provided in Exhibit 1.

👉 The forces of change in brand planning have also forced us to look at our own capabilities-building model with rigor and clarity. What worked for us for the past 10 years through the successful "Building Power Brands" framework will no longer be adequate. Hence we have decided to disrupt ourselves before being disrupted.

👉 We have come up with the 6-Pillars IC - ABP Model. IC-ABP is "Intellectus Consulting Advanced Brand Planning" Model. Exhibit - 2 provides a snapshot into the proposed model. We will be launching this full-scale, new capabilities-building model sometime in Q1 2026.

👉 In the recently held Brand Manthan Conclave on last Saturday in Mumbai, I spoke at length on these two important concepts. The Trifecta will not only shape the basic brand-plan processes but will also force marketers to:

1. Deep-dive and think strategically on how they come up with relevant, engaging brand plans with sharp insights that drive brand differentiation.

2. Develop strong "brand salience" and "brand distinctiveness" for their brands, thereby engaging their customers.

3. Optimization of their marketing resources mix so as to generate the highest level of ROI on spends.

4. Track brand health on a regular ongoing basis through dashboards that are real-time, meaningful and incorporate the traditional and digital metrics.

👉 As we sign off for 2025, it is time to pause, deeply reflect and decide as to how the pharma marketer would like to bring about a "quantum thinking" in his approach to brand-building and not mere incremental improvements to existing ones. This requires a mindset-shift as well as the willingness to unlearn and then learn the new tools.

Intellectus Consulting
Intellens - The Business Consulting Vertical of Intellectus Consulting.

📢 New Program Pre - Launch Announcement.

Dear Indian Pharma Industry Senior Leadership:

Intellectus Consulting and Praakamya CX Designers are pleased to announce the pre-launch of their new brand planning program, I.N.S.I.G.H.T.S

👉 This is our first joint knowledge and competency-building collaboration effort. The program is planned for launch in December 2025 and aims to equip pharma marketers and all support functions to brand management with new-age skills in brand planning.

🌟 Brand Planning in 2025-26 and beyond will be radically different. It has significantly evolved from the traditional methods to digital and AI-driven models. The new era of brand planning will demand significant inter-play of Data, Digital and AI if meaningful, differentiated and robust strategic plans are to be made that will result in high customer engagement (CX).

👉 It is with this objective that we are launching our newest program, I.N.S.I.G.H.T.S. It is proposed to be an end-to-end program that helps marketers build plans right from Insights Generation to Sales Force Ex*****on. There would be 6 modules that would covered in a span of 2 full days:

🔷 Module 1: Insights and Psychographic Segmentation of HCPs
🔷 Module 2: Building Strategic Brand Differentiation in a hyper-contested category.
🔷 Module 3: Generative Content Scale (Mastering Gen AI)
🔷 Module 4: Measuring Brand Health (Traditional and Digital Health Metrics, KPIs and Dashboards)
🔷 Module 5: Marketing Mix Optimization and ROI Measurement (Traditional + AI).
🔷 Module 6: Building Sales Force Advocacy and Driving Ex*****on Excellence.

👉 All modules will have a mix of traditional brand building tools as well as the latest Data/Digital/AI tools that will get seamlessly integrated into the planning process.

👉 I.N.S.I.G.H.T.S is envisaged to be a contemporary, need-based and future-competency building initiative for the Indian Pharma industry. Target audience would be commercial colleagues of sales and marketing namely PMT, Marketing Heads, Market Research/Insights, GMs, NSMs, Sales Heads, BU Heads, Medical Affairs, Digital/Omnichannel, Data Analytics, SFE and Marketing Excellence.

👉 The attached brochure provides a sneak preview of the program. Stay tuned for more details in the coming weeks. For more information or inquiries, please feel free to reach out to us.

Shailesh Rau
Pranav Kumar

"Communication and Brand Storytelling" Inaugural Open Participation Program: October 18 - 19, 2024.

The first inaugural open participation edition of the "Communication and Brand Storytelling" program was successfully conducted by Intellectus Consulting on October 18 & 19, 2024 in Mumbai. 14 participants attended the program.

Day 1 deliberations were devoted to the topic of Communication and its role in building brand differentiation. Concepts of Content Fit and Creative Fit with associated dimensions got discussed with case studies. Other important aspects like building brand conviction, driving belief shifts and ensuring creation of powerful impact on customers through differentiated storytelling got covered.

Day 2 was devoted to the framework of 7 - Principles of Brand Storytelling. Each of the principles got covered in complete detail with cases and the integration of the framework into the brand storyboard. Neuroscience concepts of cognitive load, its subtypes in defining brand choices got covered as well.

The second half of the day saw group work exercises utilising the framework for building the storyboard of actual pharma brands. Group presentations were made by the participants and discussed by all groups.

Intellectus Consulting sincerely thanks all participants for their wonderful participation during the course of two days. We also sincerely thank the senior leadership of AbbVie India, Allergan, Allergan Aesthetics, an AbbVie Company, Akumentis Healthcare Ltd for extending their whole hearted support to this new program.

📢 Indian Pharma Industry - Save the Dates ! Block Your Calendars !

🔶 Do you want to enhance your strategic pharma marketing capabilities and become a top notch strategic marketer?

📢 First Announcement:

📢 "Building Power Brands" Program: November 14 - 16, 2024.

👉 Intellectus Consulting is happy to announce the dates of its flagship strategic marketing capabilities program, "Building Power Brands" for 2024. This once-a-year, open participation program for all pharma, bio-pharma and life-sciences companies will be held in Mumbai from November 14 - 16, 2024 (Thursday - Saturday).

👉 In the past 7 years since inception, this flagship program has seen over 2000+ pharma marketers get trained on the fundamentals of Strategic Pharma Marketing.

👉 This program has been consistently rated as the best, most comprehensive and results-oriented marketing capabilities building program for pharma marketers in India today. We have run this program for UAE, APAC and South African pharma companies as well.

📢 We are pleased to announce the 2024 edition of the open participation program.

👉 The program details are provided in the attached brochure. Please refer to the same.

👉 Extensive tools and brand plan templates will get shared with all participants along with key take-away learnings booklet.

👉 All participants shall receive certificates on Day 3 after successful completion of all modules. Attending all three days of the workshop is compulsory for certification.

👉 Registrations open on: Monday, September 16, 2024.

👉 Registrations close on: Friday, November 1, 2024.

👉 For more information or queries pertaining to program content, agenda, program modules, and expected outcomes, please drop an email to [email protected] or call on +91 90089 30920.

Intellectus Consulting