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In the Age of AI, Why Emotional Intelligence Is the New Competitive Edge in Indian Pharma Marketing

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In today’s AI-driven world — where scientific excellence, product claims, and competitive pricing are no longer enough to differentiate pharmaceutical companies — Emotional Intelligence (EI) is rapidly emerging as the new strategic advantage in Indian pharma marketing. As doctors face shrinking time, patients demand empathy, and competition intensifies, EI is proving to be the missing link for building trust, deepening engagement, and achieving sustainable performance excellence.

Why Emotional Intelligence Matters More Than Ever in Indian Pharma:

Even the most advanced products or AI-powered tools cannot replace human connection — something that defines healthcare.

EI impacts every core dimension of pharmaceutical performance:

1. Restoring Trust in Doctor–MR Interactions

Doctors today expect representatives who listen and respect their time, not brand pushers.
EI helps MRs:

  • Sense the physician’s mood and priorities
  • Tailor dialogue to communication preferences
  • Build trust through authenticity and empathy

A high-EI interaction doesn’t “sell” — it solves.

2. Making Patient Engagement Truly Patient-Centric

Patients living with chronic illness carry emotional burdens.
EI enables:

  • Simplified, judgment-free communication
  • Recognition of fears and frustration
  • Better adherence through compassionate guidance

3. Lifting Internal Team Performance

High-EI leaders inspire productivity by creating psychologically safe environments — crucial in an industry with intense monthly expectations.

4. Strengthening Corporate Reputation

An EI mindset naturally drives ethical behavior, transparency, and patient-first decision-making in an era of growing scrutiny.

Present Reality: Indian Pharma Is Awakening to EI:

Historically, pharma training focused heavily on product knowledge and activity KPIs.
Today, however:

  • EI is entering training rooms, but inconsistently
  • Activity metrics still overshadow engagement quality
  • Digital transformation often lacks emotional design
  • Yet — early movers are showing how EI can create real competitive advantage

This shift marks the beginning of a more evolved era of Indian pharma marketing.

Real-World Examples: Indian Pharma Teams Practicing Emotional Intelligence:

Below are recent, documented examples where EI has been incorporated meaningfully into high-impact pharma initiatives.

1. Biocon’s Compassion-Driven Oral Cancer Screening Program

Through its community-based mHealth screening initiative, Biocon trained nurses and health workers to approach villagers with empathy — addressing stigma, fear, and anxiety around cancer.

EI in action:

  • Listening to personal fears
  • Delivering sensitive conversations culturally
  • Building trust in early detection

This empathetic approach dramatically improved screening acceptance.

2. Sanofi India’s Diabetes Health Managers

Sanofi deployed trained counselors who support insulin-dependent patients like a trusted guide — not a salesperson.

One such counselor, Awmi, helped a frustrated patient overcome fear, confusion, and adherence lapses by listening and simplifying routines.

EI impact:

  • Reduced anxiety
  • Better therapy adherence
  • Stronger patient–company relationship

A clear example of EI translating into outcomes and brand loyalty.

3. EI-Driven Oncology Engagement by Indian Pharma Teams

Oncology professionals in India increasingly focus on the emotional journeys of patients and caregivers.

Their approach includes:

  • Breaking information into emotionally digestible pieces
  • Addressing stigma, fear, and guilt
  • Supporting caregiver stress

EI here directly improves therapy acceptance and patient outcomes.

4. Novartis’ Arogya Parivar: Empathy at Scale

Arogya Parivar succeeds because it prioritizes understanding over messaging:

  • Health educators speak in regional languages
  • Communication is culturally tuned
  • Trust precedes product discussion

Empathy embedded in strategy strengthened both impact and sustainability.

5. Janssen India’s Holistic Disease-Management Programs

Janssen integrates emotional and psychological well-being into patient and community engagement, particularly in immunology and mental health.

EI isn’t an add-on — it’s part of their treatment ecosystem.

The Path Indian Pharma Must Still Cover:

To unlock EI’s full potential, the industry must address persistent gaps:

1. EI must evolve from “soft skill” to strategic capability

- EI should be treated as a differentiator — not a training checkbox.

2. KPIs must reward quality, not just quantity

- The industry must move beyond call averages toward relationship metrics.

3. Digital transformation must incorporate human-like empathy

- Pharma apps, CRMs, and patient platforms must engage with emotional nuance.

4. EI must be role-modeled by leadership

- Authenticity, empathy, and ethical clarity must flow downward from the top.

5. EI must become measurable and incentivized

- If trust-building behaviors matter, they must be part of the reward system.

Conclusion: 

EI Is the New Currency of Competitive Advantage

As the Indian pharmaceutical industry navigates shrinking access, rising expectations, and intense competition, emotionally intelligent engagement has become indispensable.

AI can enhance productivity.
But EI is what builds trust.

Companies that integrate Emotional Intelligence holistically — from field force capability to patient engagement to leadership culture — will not only outperform competitors but also elevate the quality and ethics of healthcare in India.

Those that ignore it will find themselves outpaced by a more emotionally attuned industry.

— By: Tapan J. Ray

Author, commentator, and observer of life beyond the corporate corridors.

Disclaimer: The views/opinions expressed in this article are entirely my own, written in my individual and personal capacity. I do not represent any other person or organization for this opinion.

Sources of Examples Cited:

  1. Biocon — mHealth Oral Cancer Screening Programme
    OPPI–EY Report: Reimagining Pharma and Healthcare in India (2023)
  2. Sanofi India — Diabetes Health Managers
    The Economic Times — “Pharma companies using health managers to help patients and earn revenues”
  3. Oncology Patient Engagement Trends
    TheOncoDoc – Redefining Oncology Pharma Marketing in India
  4. Novartis — Arogya Parivar Initiative
    Pharmaceutical Executive (PharmExec) – Country Report: India
  5. Janssen India — Holistic Disease-Management Programs
    PharmExec – Country Report: India

When Patents Meet Patients: Why India Revoked Novartis’ Vymada Patent

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India’s bold move against Novartis’ blockbuster heart drug patent highlights the country’s uncompromising balance between innovation incentives and affordable access to medicines.

The Verdict That Stirred the Industry:

On September 12, 2025, the Indian Patent Office revoked Novartis’ patent on Vymada (internationally known as Entresto - a combination of sacubitril and valsartan). The decision came after post-grant opposition from domestic firms, who argued that the patent lacked novelty, inventive step, and failed to meet India’s unique anti-evergreening provisions.

The Deputy Controller of Patents and Designs, D. Usha Rao, concluded that Novartis had not shown a clear therapeutic advantage for the claimed “supramolecular complex” formulation over existing drugs. Without robust clinical or technical evidence, the patent could not stand.

Why It Matters:

The revocation was more than a legal blow to Novartis; it was a reaffirmation of India’s stance on pharmaceutical patents:

  • Section 3(d) of the Indian Patents Act continues to be the line of defense against evergreening. Incremental modifications must show substantial enhancement of efficacy to deserve protection.
  • Affordability and access remain cornerstones of Indian policy. By clearing the way for generics, the decision is expected to slash prices for a critical heart-failure treatment.
  • Innovation incentives for multinational drugmakers are under renewed scrutiny. While India welcomes innovation, it demands stronger proof of novelty and efficacy before granting or upholding patents.

A Familiar Pattern:

This is not the first time India has stood firm against a global pharmaceutical giant. In 2013, the Supreme Court’s Glivec ruling denied Novartis a patent extension for its cancer drug, setting a powerful precedent against evergreening. The Vymada case extends that tradition: India’s patent office is willing to revoke rights even after grant, if challenges hold merit.

Implications for Stakeholders:

For Global Pharma

  • Signals that India remains a tough jurisdiction for secondary patents.
  • Requires more robust data, comparative studies, and technical evidence to prove novelty or efficacy.
  • Increases the risk of post-grant challenges, adding uncertainty to long-term exclusivity.

For Indian Generics

  • Creates a clear pathway for companies like Natco, Torrent, MSN, and Eris to launch affordable alternatives.
  • Strengthens India’s role as the pharmacy of the world, delivering low-cost medicines without breaching TRIPS.

For Patients

  • Offers a life-saving affordability boost, especially for millions of Indian patients battling heart disease.
  • Reinforces India’s reputation for prioritizing public health over monopoly pricing.

The Bigger Picture:

India’s approach sits at a crossroads of law, economics, and ethics. While critics argue that strict provisions reduce incentives for pharmaceutical innovation, defenders point out that without access, innovation is meaningless for patients in low- and middle-income countries.

Globally, the Vymada revocation will likely be studied as a case in point — showing how India balances TRIPS compliance with its domestic public-health priorities.

Conclusion:

The revocation of Novartis’ Vymada patent is not an isolated event. It’s a reaffirmation of India’s unique intellectual property environment, where patents must prove their worth beyond doubt, and patients’ right to affordable medicines remains paramount.

Hence, the ‘Key Takeaways’ are as follows:

  • Patent Revoked: India’s Patent Office cancelled Novartis’ Vymada (Entresto) patent on grounds of lack of novelty, inventive step, and evergreening concerns.
  • Section 3(d) in Action: The ruling reinforces India’s strict bar on incremental patents unless they show substantial therapeutic advantage.
  • Generics Open the Door: Indian firms like Natco, Torrent, MSN, and Eris can now launch low-cost alternatives, making treatment more affordable.
  • Global Signal: The case highlights India’s unique IP stance — balancing innovation with access to essential medicines.

As the dust settles, this case will likely serve as a landmark reference in future IP disputes, shaping both corporate strategies and policy discussions. For India, it underlines a central philosophy: when patents meet patients, public health comes first.

By: Tapan J. Ray

Disclaimer: The views/opinions expressed in this article are entirely my own, written in my individual and personal capacity. I do not represent any other person or organization for this opinion.

 

From Share-of-Voice to Share-of-Outcomes: How Indian Pharma Is Rewriting Marketing

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If you zoom out on India’s pharma market over the past 18 months, one pattern jumps off the page: marketing is no longer just about pushing brands; it’s about owning moments across the care journey - from the first symptom search to diagnosis, therapy start, adherence, and even sustainability expectations from doctors and payers.

The winners are reframing “promotion” as evidence, services, platforms, and purpose—and doing it measurably. This post brings together recent Indian examples and global parallels so readers can see where India sits in a worldwide shift.

What’s New: Fresh Moves by Indian Pharma:

  • Corporate trust as a growth lever

Sun Pharma ran a large-scale multilingual corporate brand campaign in 2025 – TV, digital, OOH and OTT- explicitly positioning purpose to patients, physicians and talent. The campaign signals how corporate reputation is being deployed to protect and accelerate product launches.1

  • Consumerization & D2C pathways

Dr. Reddy’s launched a diabetes-focused direct-to-consumer platform, Celevida Wellness, aiming to combine commerce, education and services for people with Type 2 diabetes – an early Indian example of a product company building a services-and-data arm.2

  • Disease-first awareness, compliance-forward

Alkem’s Reliever-Free India outreach (large camp footprint and inhaler training) exemplifies how Indian firms are investing in disease-awareness programs that drive correct use and build measurable public-health outcomes.3

  • Sustainability in product differentiation

Lupin announced plans to use Honeywell’s Solstice Air (a near-zero‑GWP propellant) for pMDIs -moving sustainability into product choice and procurement conversations.4

  • Portfolio shaping for sharper marketing

Biocon sold its India branded formulations business to Eris Lifesciences to focus Biocon Biologics on biosimilars and specialty – an explicit marketing and commercial refocus through portfolio design.5

  • Performance media & culture-first acts

Mankind Pharma increased ad and promotion investment (FY25) and mounted high-frequency cultural placements (metro OOH, festival activations) while OTC brands like Micro Labs’ DOLO are leveraging sports partnerships for deeper regional penetration.6

Global Parallels: Comparable Strategic Moves Abroad:

  • Direct-to-consumer platforms – LillyDirect and PfizerForAll

Eli Lilly’s LillyDirect (launched Jan 4, 2024) and Pfizer’s PfizerForAll (2024) are examples of major global pharma firms building platforms that combine telehealth connections, patient resources and home delivery – aiming to own parts of the care journey and shorten friction between diagnosis and treatment start.7

  • Beyond-the-pill — Novo Nordisk & digital partnerships

Novo Nordisk has actively built digital partnerships and patient-support programs to improve onboarding, adherence and long-term outcomes for people on diabetes and obesity medicines -reflecting a strategic move from product to continuous care.8

  • Real-World Evidence & platform acquisitions — Roche + Flatiron

Roche’s acquisition of Flatiron (announced Feb 2018) showed how pharma can integrate oncology-focused EHR/data platforms to generate RWE that supports outcomes claims, clinical development and product positioning – an early example of platforms becoming central to commercial strategy.9

  • Performance and access-linked models

Across markets companies are experimenting with value/outcome-based contracting, digital therapeutics tie‑ups and service bundles that pay for verified starts or persistence rather than impressions – shifting commercial metrics from reach to results.

Why This Shift—Right Now:

  • Compliance tightening. Regulatory codes and disclosure expectations push companies away from gray‑area inducement and toward transparent, outcomes-oriented programs.
  • Platformized demand. E-pharmacies, marketplaces and hospital apps concentrate patient flows – owning (or partnering on) those flows creates a competitive moat.
  • Specialty and outcomes pressure. As portfolios skew to biologics and specialty care, market access increasingly depends on adherence, persistence and RWE-backed value propositions.
  • Sustainability salience. Green product attributes move from CSR to procurement levers in institutional tenders and buyer evaluations.

The Next: Plausible Futures:

A) Outcome-Backed Omnichannel

Marketing begins with adherence and persistence targets and reverse-engineers media, field and patient-support investments to hit those outcomes.

B) Platform Partnerships as Distribution

Co-branded digital pathways with hospitals, insurers and marketplaces replace many legacy trade schemes; contracts reward verified starts, not GRPs.

C) Green-Rx Differentiation

Climate credentials – low‑GWP propellants, recyclable packaging – become tender-winning features.

Risks to Watch:

  • Compliance surprises when disclosures don’t align with activations.
  • D2C initiatives without real services will have poor retention.
  • Superficial purpose claims invite backlash; purpose must map to measurable patient and system benefits.

Suggesting A Checklist:

Five actions pharma leaders can start this week:

  • Design for compliance: Turn UCPMP/Code needs into campaign requirements and audit trails.
  • Own one patient journey end-to-end: Launch a staffed PSP/D2C pilot for a flagship therapy and track 90‑day persistence.
  • Run twin-engine branding: Corporate trust campaigns + category growth programs measured separately.
  • Green your hero SKU: Brief R&D + procurement + brand to produce a climate-impact target and timeline.
  • Shape your portfolio for focus: Consider partnership/divestment to reallocate selling resources.

Conclusion: Closing Provocation:

For a decade Indian pharma marketing optimized messages and reach. The next decade will reward those who optimize behaviors and outcomes - with compliance, platforms and purpose built into launch plans from day one.

By: Tapan J. Ray

Disclaimer: The views/opinions expressed in this article are entirely my own, written in my individual and personal capacity. I do not represent any other person or organization for this opinion.

Sources

  1. Sun Pharma corporate campaign press release / media note, May 2025 ↩
  2. Dr. Reddy’s Celevida Wellness press release, Oct 25, 2023 – Economic Times coverage ↩
  3. BW HealthcareWorld – Alkem Reliever-Free India coverage, 2023–24 ↩
  4. Honeywell & Lupin joint release, May 2025 – Times of India coverage ↩
  5. Reuters – Biocon divestment to Eris Lifesciences, Mar 14, 2024 ↩
  6. Exchange4Media / Storyboard18 – Mankind Pharma campaigns and filings, 2024–25 ↩
  7. Eli Lilly LillyDirect press release, Jan 4, 2024 / PfizerForAll press release, 2024 ↩
  8. Novo Nordisk – NovoCare and digital partnership resources ↩
  9. Roche acquisition of Flatiron press release, Feb 2018 ↩

Navigating Potential US Tariffs: Challenges and AI-Driven Opportunities for Indian Pharma

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India’s pharmaceutical industry, reportedly supplying 47% of US generic drugs and exporting $27.9 billion in FY24, faces the threat of 10-25% US tariffs under a potential Trump policy. Major players like Sun Pharma, Dr. Reddy’s, Cipla, Lupin, and Aurobindo, reportedly deriving 30-50% of revenues from the US, must prepare despite tariffs not yet being imposed. This article examines the challenges and AI-driven opportunities, emphasizing the need to protect the Indian Patents Act, 2005, during US trade talks, with Indian and global examples.

Challenges of Potential US Tariffs:

  1. Profit Margin Pressures: Generics operate on 10-15% margins. A 10% tariff could cut EBITDA by 1-2%, while 25% could slash profits by 5%, hitting firms like Aurobindo and Zydus Lifesciences. Raising prices risks losing US market share, where generics fill 90% of prescriptions.
  2. Supply Chain Risks: The US lacks immediate alternatives to India’s generics. Building US facilities could take 3-5 years and cost six times more. Tariff uncertainty could worsen the 271 US drug shortages in Q3 2024.
  3. Competitiveness Threats: Tariffs could erode India’s cost edge, especially if competitors face similar tariff. This deters investment in India’s 20% global generic supply share.
  4. Strategic Uncertainty: Tariff uncertainty complicates planning. US facilities need 12-24 months for FDA approvals and $50-100 million, risky without clear policies.

AI-Driven Opportunities:

AI can help Indian pharma navigate tariff threats by boosting efficiency and exploring new markets. Key strategies include:

1. AI-Driven R&D for High-Value Products:

AI accelerates development of high-margin biosimilars and specialty drugs, less tariff-sensitive.

  • Indian Example: Sun Pharma, reportedly used AI in 2024 to optimize ILUMYA (tildrakizumab) trials, cutting costs by 20% and time by six months.
  • Global Example: Pfizer’s 2023 Watson AI partnership reduced rare disease drug development time by 30%, saving $120 million. Indian firms can use similar tools.

2. Supply Chain Optimization:

AI enhances supply chain resilience, cutting costs and preparing for tariffs.

  • Indian Example: Dr. Reddy’s 2024 SAP AI platform, reportedly optimized atorvastatin inventory, reducing logistics costs by 15%.
  • Global Example: Merck’s 2022 Blue Yonder AI system saved $100 million annually, cutting stockouts by 25%. Indian firms can adopt similar tools.

3. Market Diversification:

AI identifies new markets like Africa and ASEAN, reducing US reliance.

  • Indian Example: Cipla’s 2024 Salesforce Einstein Analytics, reportedly boosted East African exports by 25%, adding $50 million in revenue.
  • Global Example: Novartis’ 2023 AWS AI expanded Southeast Asia sales by 18% ($200 million). Indian firms can target similar markets.

4. AI-Enhanced Manufacturing:

AI optimizes production, lowering costs to offset tariffs.

  • Indian Example: Biocon’s 2023 Bangalore AI facility, using Rockwell Automation, reportedly improved insulin production efficiency by 22%, saving $30 million.
  • Global Example: Roche’s 2024 Siemens AI platform in Switzerland cut antibody production costs by 15%. Indian firms can invest similarly.

5. AI in Regulatory Compliance:

AI streamlines FDA compliance, ensuring market access.

  • Indian Example: Aurobindo’s 2024 Deloitte AI tool, reportedly cut FDA audit preparation time by 40% for metformin.
  • Global Example: Amgen’s 2023 Accenture AI system improved biologics approval rates by 25%. Indian firms can adopt similar tools.

Strategic Recommendations:

  1. Invest in AI: Allocate 5-10% of revenues to AI, following Sun Pharma’s, reportedly  $500 million R&D model.
  2. Protect Patents Act: In US trade talks, like the UK FTA, India must uphold the Indian Patents Act, 2005, especially Section 3(d), to preserve affordable generics.
  3. Secure Trade Agreements: Push for a US trade deal targeting $500 billion by 2030 to avoid tariffs.
  4. Diversify Markets/Products: Use AI to prioritize high-margin drugs and new markets.
  5. Partner with AI Leaders: Collaborate with Google, IBM, or SAP for tailored AI solutions.

Conclusion:

Potential US tariffs threaten Indian pharma’s profits, supply chains, and competitiveness, but they also spur innovation. AI can enhance R&D, supply chains, market diversification, manufacturing, and compliance. Examples from Sun Pharma, Dr. Reddy’s, Cipla, Biocon, Aurobindo, Pfizer, Merck, Novartis, Roche, and Amgen show AI’s potential. India must protect the Indian Patents Act, 2005, in US trade talks to maintain its generics edge. By embracing AI and strategic advocacy, India can turn tariff threats into opportunities to lead globally.

By: Tapan J. Ray

Disclaimer: The views/opinions expressed in this article are entirely my own, written in my individual and personal capacity. I do not represent any other person or organization for this opinion.

Sources:

  • Trump Tariff to Push Indian Pharma Co to Embrace AI, Cost-Efficient R&D | analyticsindiamag.com
  • Donald Trump tariff relief for now: India’s pharma sector navigates an uncertain US trade future – Times of India
  • How Trump tariffs could impact Indian pharma’s $8.7 bn dream run – India Today
  • Trump Tariffs: Impact & Opportunities in Indian Pharma – www.moneymuscle.in
  • The future of India-US pharmaceutical trade – www.pharmaceutical-technology.com
  • Indian Pharma Braces For Trump Tariff Fallout – Forbes India
  • Indian pharma companies escape Trump’s reciprocal tariffs, for now – www.livemint.com
  • 5 Indian Pharma Companies That Could Be Impacted by Trump’s Tariff Move – www.equitymaster.com
  • Indian Pharmaceutical Alliance Annual Report 2024 – www.ipa-india.org
  • US FDA Drug Shortage Database, Q3 2024 – www.fda.gov
  • India-UK FTA: Safeguarding the Indian Patents Act – www.financialexpress.com

 

Indian Pharma Marketing’s AI Moment: Lead the Change or Fall Behind

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(With An Actionable AI Adoption Checklist below for Indian Pharma Marketers)

India’s pharmaceutical market is one of the most complex and exciting in the world. With over 60,000 brands battling for attention, millions of patients, and a healthcare landscape rapidly evolving, marketing here is anything but straightforward.

For pharma marketing leaders – whether you head brands, commercial strategy, or sales and marketing – the challenge is clear: how do you cut through the noise and connect meaningfully with doctors and patients? Today, its answer squarely lies in Artificial Intelligence (AI).

Global Leaders Are Already Ahead – What About Us in India?

Globally, pharma giants like Pfizer, AstraZeneca, and Novartis have woven AI deep into their marketing playbooks. They use AI to understand doctors’ prescribing habits, create content faster, and personalize engagement at scale. Meanwhile, many Indian teams still rely on broad, one-size-fits-all campaigns, manual content production, and intuition-based decisions.

But the Indian market is changing fast. Expected to nearly double from $65 billion today to $120 billion by 2030 (IBEF, 2024), the competition will intensify. The doctors and patients you want to reach are getting digitally savvy and demand relevant, personalized communication.

Unlocking Market Potential with AI:

AI can sift through massive datasets – prescription trends, regional demand shifts, and social media chatter – and reveal opportunities that traditional methods miss.

For example, Dr. Reddy’s reportedly uses AI to forecast oncology and dermatology demand regionally, tailoring messaging and supply accordingly. However, only about 25% of Indian pharma marketers use AI for segmentation and forecasting (EY India, 2024), leaving a huge gap – and opportunity.

Crafting Distinctive Brand Identities with AI:

AI doesn’t just analyze data; it helps craft brands that stand out. Cipla used AI-powered sentiment analysis to sharpen respiratory care campaigns, winning industry awards in 2024. Instead of guesswork, you get real-time insights into what doctors and patients want.

Accelerating Content Creation:

Producing multilingual, compliant, and scientifically accurate content manually is slow and expensive. Pfizer reduced content production time by 40% globally using AI. Novo Nordisk India simplifies complex clinical data for doctors through AI tools.

For Indian marketers, this means faster, fresher, and more engaging content without exploding costs.

Personalizing Engagement with Healthcare Providers:

The old “one message fits all” approach is dead. AI enables personalized outreach tailored to each doctor’s specialty, region, and prescribing behavior.

Doceree’s AI-driven campaigns in India have delivered 2.5 times more engagement than traditional outreach, proving precision pays off.

Measuring Impact and Maximizing ROI:

Many marketers struggle to see which activities actually drive prescriptions. AI-powered attribution models provide clarity, showing exactly where marketing investments perform best.

EY (2024) reports that AI attribution improves ROI visibility by up to 60%, enabling smarter budget decisions.

An Actionable AI Adoption Checklist From Me for Indian Pharma Marketers:

Start Small:

  • Pilot AI-generated content for one key brand or therapy area.
  • Deploy AI-powered social listening to monitor patient and physician sentiment.
  • Test AI-driven prescriber segmentation to prioritize outreach.

Scale Smart:

  • Integrate AI into your CRM and Customer Lifecycle Management (CLM) systems for real-time insights.
  • Implement AI-enabled marketing attribution tools to optimize spend allocation.
  • Develop AI-driven personalized multi-channel campaigns.

Build a Future-Ready Team:

  • Train your marketing team on AI tools and data literacy.
  • Collaborate with AI-focused technology partners familiar with pharma compliance.
  • Establish cross-functional teams bridging marketing, IT, and analytics.

Measure and Iterate:

  • Use AI dashboards to monitor campaign performance continuously.
  • Reallocate budgets dynamically based on AI insights.
  • Regularly update AI models with new market and behavioral data.

Conclusion: 

Thus, I reckon: Today AI Is Not a Luxury – It’s Your Lifeline

The Indian pharma market is poised for explosive growth and complexity. The brands that win will be those that embrace AI – not as a trendy tool but as the core of their marketing strategy.

Whether you lead brand strategy, commercial marketing, or sales enablement, AI will keep you relevant, agile, and ahead.

Are you ready to start and get your team moving?

By: Tapan J. Ray

Disclaimer: The views/opinions expressed in this article are entirely my own, written in my individual and personal capacity. I do not represent any other person or organization for this opinion.

Revolutionizing Indian Pharma: The Rise of AI and Its Transformative Impact

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I find it fascinating that some well-established consulting firms like E&Y have recently published multiple reports on AI in the pharmaceutical industry. These reports, often released alongside industry events or as part of broader research initiatives, provide valuable insights rather than a single definitive publication.

Notably, these studies incorporate survey findings from industry executives and in-depth analyses of AI’s evolving role within the pharmaceutical sector. A closer examination of these reports reveals key takeaways that could inspire many:

  • AI is driving a major shift in pharmaceutical marketing – Around 50% of Indian pharmaceutical companies have launched AI-driven initiatives, with 25% advancing to full-scale implementation.
  • Adoption levels vary widely – The depth and scale of GenAI integration differ significantly across individual companies.
  • AI holds immense potential for productivity gains – Studies project an estimated 30-40% improvement in efficiency by 2030.

In essence, Indian pharmaceutical companies are increasingly recognizing AI’s transformative power in marketing and beyond. However, for this momentum to sustain, responsible AI governance and strategic investments in AI talent are crucial. While challenges remain, the trend signals a strong and growing commitment to AI adoption.

Its Game-Changing Impact:

AI, as it emerges, is not just enhancing pharmaceutical marketing in India—it’s redefining it, as I shall narrate below. With AI at the helm, many drug companies are unlocking unprecedented levels of efficiency, cost-effectiveness, and customer engagement. As adoption accelerates, the industry is poised for a radical transformation, delivering game-changing advantages:

  • Unparalleled Efficiency – AI-driven automation streamlines workflows, eliminates bottlenecks, and accelerates decision-making.
  • Strategic Cost Optimization – Smart resource allocation minimizes waste and maximizes return on investment.
  • Revolutionized Customer Engagement – AI enables hyper-personalized interactions, predictive insights, and real-time responsiveness.
  • Exponential Productivity Gains – AI-powered analytics and automation fast-track data processing and market intelligence.

Thus, I reckon, AI is no longer optional—it’s the driving force behind the next era of pharmaceutical marketing. As its influence deepens, Indian pharma is evolving into a smarter, faster, and more adaptive powerhouse, ready to meet the demands of an increasingly dynamic healthcare landscape.

A Look At The Depth of  AI-Powered Transformation in Indian Pharma Marketing:

A large number of Indian pharmaceutical companies are rapidly integrating AI into their marketing strategies, revolutionizing efficiency, engagement, and precision. Here are key examples of AI-driven innovations in some key areas across the industry, as compiled from available documents:

  1. Predictive Analytics for Sales Forecasting – Sun Pharma uses AI to anticipate sales trends, optimize inventory, and tailor regional marketing strategies.
  2. Chatbots for Customer Interaction – Cipla employs AI-powered chatbots to provide real-time responses, enhance engagement, and disseminate product information.
  3. Programmatic Advertising – Dr. Reddy’s leverages AI to precisely target healthcare professionals and patient demographics, boosting campaign efficiency.
  4. Content Personalization – Glenmark utilizes AI to deliver tailored digital content to healthcare providers based on their specialties and interests.
  5. Market Basket Analysis – Torrent Pharma applies AI to analyze prescribing patterns, identifying cross-selling and bundling opportunities.
  6. Sentiment Analysis – Lupin monitors social media and online discussions using AI-driven sentiment analysis to refine marketing strategies.
  7. Virtual Reality (VR) for Product Demonstrations – Zydus Cadila combines AI with VR to create immersive product presentations for healthcare professionals.
  8. Email Campaign Optimization – Biocon enhances email marketing with AI, optimizing content, subject lines, and timing for higher engagement.
  9. Voice-Activated Assistance – Aurobindo Pharma develops AI-driven voice assistants to provide instant support to healthcare professionals.
  10. Compliance Monitoring – Novartis India employs AI to ensure marketing materials adhere to regulatory standards, reducing compliance risks.

The large number of examples highlight AI’s growing influence in Indian pharma marketing, driving smarter, more effective, and highly targeted engagement with stakeholders.

Conclusion:

AI adoption in Indian pharmaceutical marketing is accelerating, with nearly 50% of companies initiating AI-driven projects and 25% moving toward full-scale implementation. Both domestic firms and multinational corporations (MNCs) operating in India recognize AI’s game-changing potential, driving investments to enhance efficiency, engagement, and regulatory compliance in India.

The details on AI adoption among Indian pharma companies and MNCs in India remain uncertain due to limited comparative data. However, significant investments—such as Amgen’s $200 million AI and data science center in Hyderabad (Reuters report, February 24, 2025)—reinforce AI’s growing role in shaping the future of the industry.

As AI continues to revolutionize drug marketing, Indian pharmaceutical companies and global players must focus on strategic implementation, responsible governance, and talent development. The future of pharma marketing in India will be defined by those who successfully leverage AI’s transformative power, ensuring smarter, faster, and more adaptive business strategies in an increasingly digital world.

By: Tapan J. Ray

Disclaimer: The views/opinions expressed in this article are entirely my own, written in my individual and personal capacity. I do not represent any other person or organization for this opinion.

AI: The New Elixir for Indian Pharma Brand Success

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India’s pharmaceutical market is a potent brew of complexity and opportunity. For new brands, including those in the branded generics space, success hinges on navigating this labyrinth effectively. Artificial Intelligence (AI) is emerging as the alchemist’s stone, capable of transforming market challenges into competitive advantages. This article outlines how pharma marketers can leverage AI to decode market dynamics, craft compelling brand stories, and deliver personalized experiences that fuel the launch of groundbreaking brands in India:

A. Unlocking Market Potential with AI:

  • Deep Dive into Data: AI’s analytical prowess uncovers hidden market segments, regional nuances, and emerging trends. For instance, by identifying untapped rural opportunities, brands can tailor offerings to resonate deeply with local needs.
  • Precision Patient Profiling: AI creates detailed patient personas, enabling hyper-targeted campaigns across multiple channels. This granularity ensures that every interaction is relevant and impactful.

B. Forging Brand Identity with AI:

  • Brand Alchemy: AI assists in crafting distinct brand personalities that captivate the target audience. By analyzing competitors and consumer sentiment, AI helps position brands effectively. 
  • Visual Brilliance: AI-powered design tools accelerate the creation of visually stunning brand identities, ensuring a cohesive look and feel across all touchpoints.
C. Crafting Compelling Narratives with AI:
  • Content Creation Catalyst: AI can help generate engaging content at scale, optimizing it for different platforms and audiences. This ensures a steady stream of relevant content without compromising quality. 
  • Language Mastery: In a linguistically diverse country like India, AI translates content seamlessly while preserving brand voice, reaching a wider audience.

D. Delivering Personalized Experiences with AI:

  • Predictive Powerhouse: AI anticipates customer needs and behaviors, enabling highly personalized campaigns. By understanding individual preferences, brands can deliver tailored experiences that build loyalty. 
  • Digital Dominance: AI optimizes digital advertising, ensuring maximum ROI. From precise targeting to effective bidding, AI drives results. 
  • Customer Centricity: AI analyzes prescriber data to identify high-value customers, enabling tailored interactions that strengthen relationships. 

E. Measuring and Maximizing Impact with AI:

  • Data-Driven Decisions: AI provides actionable insights into campaign performance, helping marketers optimize strategies in real-time.
  • Attribution Accuracy: By understanding the true impact of marketing channels, AI helps allocate resources effectively. 

Available examples of Global Pharma Giants: Pioneering AI in Marketing:

  • Personalized Precision: AstraZeneca leads the charge with AI-driven campaigns tailored to individual patient needs, delivering highly resonant messages. 
  • Content Creation at Scale: Pfizer’s AI-powered content engine churns out diverse, on-brand materials, boosting efficiency and engagement. 
  • Predictive Powerhouse: Novartis leverages AI to forecast market trends and optimize spending, maximizing ROI with data-driven precision.
  • AI-Driven Customer Care: Johnson & Johnson’s AI-powered chatbots enhance customer satisfaction by providing instant support and freeing up human agents for complex issues. 
  • Influencer Identification: Merck uses AI to discover and engage with key opinion leaders, building strong relationships through social media insights.
  • Market Intelligence Amplified: GSK harnesses AI to analyze vast datasets, uncovering unmet patient needs and informing product development. 
  • Sales Force Optimization: AbbVie employs AI to optimize sales routes and resource allocation, boosting efficiency and productivity. 

These global pharma leaders amply demonstrate the transformative power of AI in marketing. By understanding customers deeply, creating compelling content, and optimizing operations, they are driving sales growth and redefining industry standards. 

India’s Pharma Industry: Early Signs of AI Adoption:

While concrete examples of AI in Indian pharma marketing remain elusive due to competitive sensitivities, the industry’s trajectory suggests significant AI adoption. For instance, 

  • Cipla’s precision marketing efforts likely involve AI-driven targeting of specific patient segments.  
  • Sun Pharma’s pulse on patient sentiment is probably aided by AI-powered social listening.  
  • Dr. Reddy’s might be leveraging AI to predict regional demand patterns.

These are early indications of a broader AI trend in Indian pharma marketing. As the industry matures, more concrete examples are expected to emerge. 

Conclusion:

Against the above backdrop, I reckon, AI is not just a tool; it’s a strategic imperative today for pharma marketers in India. By embracing AI, brands can unlock new growth opportunities, strengthen brand equity, and ultimately, improve patient health outcomes.

By: Tapan J. Ray

Disclaimer: The views/opinions expressed in this article are entirely my own, written in my individual and personal capacity. I do not represent any other person or organization for this opinion.

 

The Indian Drug Industry’s Looming Talent Crisis – A Recent Landscape

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India’s pharmaceutical industry, a global generics and drug manufacturing powerhouse, is facing a critical talent deficit. The shortage of skilled professionals is impeding innovation, drug development, and the industry’s overall competitiveness.

This challenge, exacerbated by recent industry dynamics, demands immediate attention to unleash the sector’s full potential. In today’s article, I shall dwell on this area.

Talent challenges and focus areas:

The industry is facing a significant talent crunch. Here’s a breakdown of the key challenges with recent, specific examples:

1. Skill Shortage:

The industry demands expertise in areas like regulatory affairs, data science for clinical trials, biosimilars, and gene therapy. However, the current education system and skill development programs haven’t kept pace with this evolving landscape.

Example: A 2023 report by TeamLease points out a growing demand for professionals with expertise in regulatory affairs, particularly, those adept at navigating international regulations for drug approvals. This is crucial as Indian companies increasingly target overseas markets.

2. The Great Resignation Impact:

Example: A 2024 article in The Economic Times highlighted a recent exodus of mid-level managers from several Indian pharma companies. The report cited factors like stagnant salaries, lack of growth opportunities, and a competitive job market as reasons for the increased job hopping.

3. Competition for Talent:

Example: A recent news piece in BioSpectrum Asia (May 2024) discussed the fierce competition for experienced professionals in the biosimilars space. Companies like Biocon and Reliance Life Sciences are aggressively hiring and offering lucrative packages to attract top talent in this rapidly growing field.

4. Lack of Industry-Academia Collaboration:

Example: A joint report by FICCI (Federation of Indian Chambers of Commerce and Industry) and Ernst & Young (2023) highlighted the growing gap between the skills taught in universities and the practical needs of the pharma industry. The report urged closer collaboration between industry and academia to ensure curriculum updates reflect current industry requirements.

5. Diversity Issues:

Example: A 2024 study by Express Pharma revealed that despite comprising a significant portion of the workforce, women hold only around 15% of leadership positions in the top 20 Indian pharmaceutical companies. This highlights the need for targeted initiatives to promote women into leadership roles.

In such a scenario, some may obviously ask, what is my recommendation or the ways some companies are trying to address this issue. Here below is my prescription:

A prescription – A Multi-Pronged Approach, with Indian examples: 

Re-skilling and Up-skilling:

Example: Dr. Reddy’s Laboratories, reportedly launched targeted training programs to equip existing employees with data science skills for clinical trial design and analysis. This approach empowers the current workforce and addresses the immediate skill gap.

Industry-Academia Collaboration:

Example: Lupin, as reported, partnered with IIT Delhi to establish a joint research center focused on drug delivery systems. This collaboration bridges the gap between academic knowledge and industry applications, better preparing graduates for real-world challenges.

Fostering Diversity and Inclusion:

Example: According to reports, Biocon’s “Women in Biopharma Leadership” program provides mentorship, training, and networking opportunities for aspiring women leaders. This initiative tackles the under-representation of women in leadership roles and unlocks the industry’s full talent potential.

As I discussed in my earlier article, ‘Diversity And Inclusion: A Missing Link For Indian Pharma‘ (June 25, 2018), the Indian pharma industry faces a critical talent shortage.

Building a Strong Employer Brand:

Example: Companies like Cipla can invest in employer branding initiatives to showcase their work culture, growth opportunities, and commitment to diversity. This can attract talent seeking a fulfilling career path and a positive work environment.

Leveraging Technology: Implementing AI-powered talent acquisition platforms can streamline recruitment processes and identify suitable candidates from a wider pool, including those from non-traditional educational backgrounds.

Conclusion:

By addressing these challenges through strategic investments in skill development, nurturing industry-academia partnerships, and fostering a more inclusive work environment, the Indian pharmaceutical industry can build a robust and future-proof talent pool. This will be equipped to drive innovation and ensure its continued success in the global market to maintain its competitive edge, sustainably.

By: Tapan J. Ray

Disclaimer: The views/opinions expressed in this article are entirely my own, written in my individual and personal capacity. I do not represent any other person or organization for this opinion.