Healthscape Business Solutions is organizing the first ever pharma marketing capability building program called "Building Big Brands" or BBB. The workshop marks the beginning to address a hitherto unaddressed need of pharma marketers for the past three decades: the need to consciously invest in building competencies within marketing function so that BRANDS which are the true intellectual capital for any organization are managed well as assets and investments made on intelligent insights and informed decisions rather than on gut-feel. This workshop aims to deliver a very intensive, engaging and immersive process that involves pedagogy, case studies and simulation, to help participants feel more confident, knowledgeable and strategically oriented to brand/business planning processes. The details of the workshop are as follows: Title: BBB (Building Big Brands) Registration: 15th May, 2016 ( Sunday ). Check in, registration after 3.00 pm, evening cocktails and dinner with faculty. Workshop Dates : May 16 - 21, 2016. (Monday – Saturday). Check out on 21st May, 2016 morning. Venue : The Resort, Madh-Marve Road, Malad (West), Mumbai. Fee : Rs. 100,000/- per participant which is inclusive of all taxes, hotel stay, all meals, free Wi-fi, and course materials. For more details on the workshop and registration, please contact Shailesh Rau (Cell +91 9008930920) or Atul Sharma (Cell +91 9910620909).

1. BBB 2016A Pharma Marketing Capability Building Workshop
1st Pharma Marketing Academic Program
May 16 – 21, 2016
|| MUMBAI CHAPTER ||
The Resort,
Madh-Marve Road, Malad West, Mumbai.

2. Building Big Brands Workshop | by Atul Sharma | Healthscape Business Solutions Pvt. Ltd. New Delhi 110019 | Phone: 011-43047490 | M + 91 9910620909
• > 50% of Pharma Senior Management have never received a
formal orientation on pharma marketing
• ~90 % of product management teams have never received
any formal orientation on pharmaceutical marketing
• ~90% of companies do not spend enough time & resources to
develop people who are custodians of BRANDS
Brand is an intellectual
capital of a company; a
precious asset which
needs investments based
upon intelligent insights…
..however most of the
companies don’t invest
money in developing
people behind pharma
brands.
Current Situation
Excellent Career
progression
Shift from Tactical to
Strategy
To drive greater sales &
profits
To drive customer
satisfaction
• Develop ability of participants
to improve both products and
services for greater customer
satisfaction at levels of
patients and physicians
• Build Big Brands to command
premium
• Improve patients & market
shares
• Greater sales & profits
• Develop capabilities to move
from tactical to strategic
• Technology to customer centric
decisions
• Invention to Innovation
• While the regulatory
environment is changing, it
would require future leaders
who can address the needs of
both stakeholders and
shareholders.
• Ability to be a global pharma
leader in future.
Intent to develop future pharma leadership

3. Day 2
9am-6pm
Day 1
9am- 6pm
Fundamental
Understanding on
KEY CUSTOMER
INSIGHTS
Patients journey
Levers
Understanding Tools &
Templates
Understanding &
Evaluating Key Insights
Defining Market
Market Understanding
Patients Journey
Leverage Points
Brand Portrait Wheel
Breakup Sessions
Fundamental
Understanding on
Segmentation,
Targeting &
Positioning
Understanding Tools
& Templates
Simulation Exercise
Using Tools and
Templates to
Develop & Evaluate
Segmentation,
Targeting and
Positioning
Breakup Sessions
Fundamental
Understanding on
communication
strategy,
communication task
Customer beliefs /
behaviours / uses
and attitudes
Understanding Tools
& Templates
Simulation Exercise
Communication
Exercises
Sales Force Brief
Creative Agency
Brief
Creative Campaigns
Breakup Sessions
Close of Workshop
…extend hand-holding
INSIGHTS INSIGHTS
Building Big Brands Workshop | by Atul Sharma | Healthscape Business Solutions Pvt. Ltd. New Delhi 110019 | Phone: 011-43047490 | M + 91 9910620909
• A step by step approach over six days which is designed to deliver:
• Fundamental understanding to thoroughly study the environment, define target audience,
segmentation, targeting, positioning and ability to convey value proposition powerfully
• Case Studies to demonstrate how the fundamentals of marketing are used to Build Big Brands
• Tools and Templates to be used as an enabler while developing brand strategy
• Simulation exercise to help incorporate fundamentals on real-time brand strategy planning
Program Deliverables During Six Days Workshop

4. CEOs felt that BBB program is complete,
comprehensive and perfectly delivered.
All companies must have it for their BUDs,
BUH and other members of marketing.
Participants experienced and were
thankful for such a detailed and
structured program which is useful for
their day to day function and will also
help realize their future ambitions.
>90% participants found quality of BBB
program was excellent and faculty could
effectively address key pharma
marketing specific questions
100% participants acknowledge that
they will incorporate BBB program
learnings in their day to day function and
would like to institutionalize them in their
own organization.
4
Building Big Brands Workshop | by Atul Sharma | Healthscape Business Solutions Pvt. Ltd. New Delhi 110019 | Phone: 011-43047490 | M + 91 9910620909
Testimony Team Bios Registration
Mr. Atul Sharma
Chairman “Building Big Brands” Program
Email: atul.sharma@thehealthscape.com
Mobile: +91 9910620909
Mr. Shailesh Rau
Director - Client Engagement
Email: shailesh.rau@thehealthscape.com
Mobile: +91 9008930920
Residential program: Stay of participants on
twin sharing basis at a 5 Star Property, inclusive
of buffet breakfast, lunch & dinner. Free Wi-Fi
and other facilities.
Check in on 15th May ( Sunday ), an informal
introduction between participants and faculty
is planned over cocktails and dinner.
Details of online payment:
Healthscape Business Solutions Pvt. Ltd, New Delhi
Name of Bank: HDFC Bank Ltd.
Bank’s Address: Nehru Place, New Delhi 110 019
Account Number: 1374 200 000 1730
Account Type: Current Account
RTGS/NEFT/IFSC: HDFC 000 1374
Pan Card Number: AACCH6344M
Service Tax Number AACCH8763MSE001
CONTACTS
Combined senior leadership experience of
over 5 decades in pharmaceutical and life
sciences industries, across geographies and
functions.
Established credentials in delivering cutting
edge, innovative solutions in high visibility TAs
of Immunology, Diabetes, Anti-Infectives and
HCV/HIV
Deep domain expertise in strategic pharma
marketing and a successful proven track
record of building industry leading brands in
Respiratory, Diabetes, HCV/HIV, Immunology
and Anti-Infective categories
Fee: Rs. 100,000 /-
[ Inclusive of all taxes, cost of stay, sharing tools and templates and other material used during the workshop]
Atul Sharma Shailesh Rau