Guwahati: A round table conference was held in the city which was attended by medical professionals, doctors and academicians. The discussion was on the 'Emerging Paradigms in Pharma Marketing'.

The agenda of debate was why pharma marketing career is not perceived as a glamorous career option and whether establishment of a professional training institute can change the scenario.

It has been noticed that youngsters dream of a high flying career job in the consumer durables world but are averse to pursue a career in the world of Pharma Sales and Marketing.

Generally people who belong to this industry make their entry in this field not as a preferred choice but as a default option. As a result, the enthusiasm and energy remains missing among the pupils. This adversely affects the overall productivity.

Ironically, it has also been observed that youngsters do not find it glamorous to work in this industry compared to any other industry, say the FMCG sector where they might have to sell a soap or a toothpaste as a sales executive.

In pharma marketing, the end consumers are from a very high profile and educated class, namely, the doctors. So, working for this industry should rather have been more glamorous than otherwise. But sadly this is not so.

The conference aimed to answer the reasons for this peculiar situation and possibly find ways towards attracting the youth towards the industry so that it is no more a default choice but a choiced decision. This would bring the lacking enthusiasm and skill in the sector.

Eminent exponents from top notch companies such as - Ranbaxy, Ozone, Emcure, Dr. Reddy's, Mankind, Elixir, etc brainstormed on the issue. Renowned pediatrician, Dr. Prakritish Bora (PGT, Apollo) and ENT Surgeon, Dr. B.C. Roy (MS, AIIMS) were also present on the occasion.

They expressed the expectations of the doctors from the pharma professionals for whom they were the clients. They highlighted the significance of a medical representative because it is they who keep the doctors updated on the latest advancements in the drug world.

However, they were also sceptical that most professionals lacked basic etiquettes of communication which could be overcome through some formal training and lessons.

At the end of the session, it was concluded that glamorization of the industry was needed and younger generation should be motivated to join the industry with zest.

They also constituted an advisory panel and formed a pharma institute under the brand name Darwin School of Pharma Sales.

A detailed course curriculum was discussed and devised to constitute an MBA in Pharma Management approved by the University Grants Commission (UGC) and recognized by the Ministry of HRD, Government of India.

The course has been evolved out of the merger of practical experience, theoretical management principles and case studies in pharma and allied industries, giving a never before industry orientation to pharma education in the country. The course has been divided into two levels:

1. Basic Level in which we have (a) Executive/Management Development Programmes depending upon the requirement of the Organisation/Professionals and (b) Diploma in Pharma Sales in which the students or professionals are introduced to the basics of management and corporate life.

2. Advance Level in which we have (a) MBA in Pharma Management in which students/professionals are introduced to the technical aspects of marketing and (b) PhD in Pharma Sales/Marketing are exclusively meant for professionals who are serving at the level of Regional manager or above with a minimum work experience of 10 years.

All the mentioned courses would be available in the regular as well as the correspondence mode.

The Indian pharmaceutical industry is a success story providing employment for millions and ensuring that essential drugs at affordable prices are available to the vast population of this sub-continent.

The pharma industry is one of the sunrise sectors of Indian economy with enormous potential for growth.

It is an evergreen industry because as long as life is there, people will fall sick and hence will have to consume medicines. And therefore the need of Pharma Marketing Managers will always be there and good exponents would always be in demand.

By- Prof. B. Dutta, Guwahati, Assam

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