Emerging markets are expected to contribute majorly in the global Pharma business. Plans have been made by pharma giants to tap this promising market. A major challenge faced by pharma companies is the need to address drug counterfeiting and recalls across the global supply chain, while focusing on this business .Drug counterfeiting poses a major challenge for patient safety and compromises on revenues, brand image and supply chain logistics.

Pharma companies need to address this important issue by taking a holistic view and framing a comprehensive global anti-counterfeiting strategy.


The key aspect of the strategy should emphasize ownership of the drug across the supply chain, till it reaches the patient and Complying with country or region specific regulatory mandate should not be the only criteria of this strategy. Identification of products and markets that are vulnerable for counterfeiting and devising mechanisms is an essential requirement for...

Media is fragmenting.

Increasing number of media vehicles in TV and print poses a situation where users seem to be experiencing a plethora of media vehicle based on consumer behaviour and insight. This is a big challenge, where marketers now need to have a crystal clear understanding of every media vehicle so that they can reach the right target for their message delivery. Failing of which means, the very purpose of running the message will be defeated. Especially apt for my B2B cousins where ‘focus’ is everything!

Internet comes to the rescue.

It has opened up many ways to reach the right target in more interactive and measurable ways. Hence online advertising is emerging as a very strong and effective medium. It’s not only helping diverting the traffic to advertiser’s website but also helping in a gradual but a very strong brand building.

Display advertising has held the biggest pie of overall online adver...