How to increase Brand Loyalty
HOP in the Mind , by Prabhakar Shetty ,is a compilation of successful and practical techniques to 'increase brand loyalty' in pharmaceutical marketing and sales, based on 45 plus years of experience. 'Hierarchy of Priorities' or HOP is an innovation in marketing theory and practice.
Contents of HOP in the Mind
Preamble -Traces the rapid changes occurring in the pharmaceutical market over the past 5 decades and how we are affected in this grossly over-communicated world. It emphasizes the need to adapt and adopt newer techniques.
Chapter 1 – Regain Credibility and Relevance - Analyses the reasons that led to alienation of the customers and the need for adaptation of the consumer marketing principles into pharmaceutical marketing and sales. It is a call to regain Credibility and Relevance.
Chapter 2 – Recognition of the Hierarchy of Priorities - HOP -Discusses why the ‘Hierarchy of Priorities’ exists, it’s nature and the factors influencing it. There are a few illustrative examples. It urges you to recognize that there is a HOP, which is strong and well-defended.
Chapter 3 – Dynamics and Stages of the HOP -For the first time there is a classification of the stages of the HOP. It explains the factors influencing the entry into the nascent HOP and then moving through the mature HOP stage before reaching the pinnacle of HOP.
Chapter 4 – Adapting to enter the HOP - Lists the adaptations needed to enter the HOP and the 9 essentials of priming our subconscious mind. It strongly urges you to redefine the terms ‘conversion’ and ‘prescriber’. Has appendices on PTVA (Prescription Trend Verification and Analysis) and the Pygmalion Effect.
Chapter 5 – Preparing to HOP in the Mind - It emphasizes the need for individualized communication by a dialogue. Shows the CORD Model of responses to the sequence of communication. Deals with the prospecting and planning to HOP in the Mind. Has appendices on effective opening, probing and closing.
Chapter 6 – Strategies for entering the HOP -Provides the rationale and strategies to HOP in the Mind. The practical aspects of selling benefits by dialogue are given in detail. The HOP pathway to brand loyalty is explained. Illustrative examples are given for the strategies
Chapter 7 – Techniques of entering the HOP - The rationale and the e-HOP techniques of executing the strategies are given in detail and there is an appendix on Handling Objections.
Chapter 8 – Beware of the Axing Effect - Deals with the self-defeating actions of pharma salespersons. The various types of Axing Effects are explained. It explains how to guard against behaviors and actions that cause this effect.
Chapter 9 – Digitalization and the Basics - The advent of digital media has changed consumer behaviour, but the basics are nearly the same. Aspects of integrating digital technology with traditional marketing are given along with a few examples.
Most of the above are embellished with numerous actual incidents and examples. There is a great emphasis on the role of the subconscious mind in gaining brand loyalty of the customer.
About the Author
Prabhakar Shetty joined the pharmaceutical industry in 1973 after a brief stint of teaching Microbiology. He is a Microbiology graduate from St. Xavier’s College, Mumbai. His experience of 45 years is varied and covers Sales and Sales Management (18 years), Strategic Brand and Portfolio Management and Training (27 years including 5 years Consultancy). He has undergone a ‘Product Managers Development’ program at Hong Kong.
His major career was with Warner-Hindustan, which merged with Parke-Davis. The career path from PSR to Associate Director Marketing in Parke Davis, included 3 years as a Group Product Manager and 1 year as Manager-Pharmaceutical Marketing for Latin America/Asia and was based in New Jersey, US.
He was part of the ‘Strategic Planning Cell’ and the World Wide ‘Core Marketing Team’ of Warner Lambert Company. He has conducted training programs at Puerto Rico and Philippines along with other faculty from Warner Lambert.
In subsequent assignments, he has handled many mega brands successfully and launched over 50 brands in India, including Proleukin and Cardioxane of Chiron, US. He has developed expertise in ‘Advanced Selling Skills’ and specializes in ‘Conceptual Selling’ targeted to new and emerging therapies. He has spearheaded the ‘anti-aging’ concept and his latest passion is prevention and remission of diabetes. He is a strong believer of positioning for niche indications and loves to follow the ‘blue ocean strategy’.
He has vast experience of more than 27 years in coaching and training sales personnel to use concept selling and precision marketing for improving sales performance. As a consultant he has devised ‘strategic business plans’ and conducted sales training programs and management development programs in India, Sri Lanka and Nepal. After his last assignment as Vice President Marketing at Apex Laboratories, he has started his own company named Body Satva Essentials.
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