Prashant Mishra

Leading the marketing team that manages 3rd largest product portfolio (Migraine &Vertigo) of Janssen India.

Formulating and implementing marketing strategies and innovative campaigns for brand and market expansion.

Migraine Portfolio (Sibelium/Topamac)
Unique blend of marketing communication: Traditional (Medical Representative based) promotion with Below the Line (BTL) promotional activities, digital marketing and Public Relations (PR) activities

Value Add:
•Touched 70 million patients with award winning digital campaign Me Without Migraine (MWM)
•Strong BTL/online activation of MWM at retailers/doctors to maximise the impact of the campaign
•Conducted Migraine Awareness PR Campaign across 5 major cities touching 50 million people
•Conceptualized and executed innovative WebEx platform reaching out to more than 1500 Doctors.

Results:
•Migraine portfolio achieved 101% of targets with an impressive 22% growth in 2018
•Despite being #1 brand already, Sibelium has gained 2% incremental market share in 2018
•Prescription for the brands has gone up by 13% (Topamac) and 7% (Sibelium)


Vertigo Portfolio (Stugeron/ Stugeron Plus)
Strong functional communication along with digital platforms for engaging doctors with the brands

Value Add:
•Identified a new, unique positioning for Stugeron Plus and communicated effectively to sales team
•Conceptualized a new brand logo for Stugeron Plus to increase brand recall amongst the doctors
•Launched a comprehensive, multi-touchpoint campaign for internal/external customers
•Overhauled and revived a knowledge app for Neurologists to address their academic requirements

Results:
• Vertigo portfolio has achieved 102% of its target with an impressive growth in 2018
•Stugeron Plus has become #2 brand in its category within 2 years of its launch

Spearheaded brand management for Key Portfolios of Calcium Supplements & Topical Pain Relief

Calcium Supplement Portfolio (Macalvit/CitroMacalvit/Esosteo)

Value Add: Launched a celebrity endorsed, 360o communication campaign (By Lintas health)
•Refreshed communication to enthuse internal and external customers, created a buzz at patient level
•Created more 20, 000 touch points with 540 events, involving 5000 plus doctors and 11, 000 plus patients

Results: Target achievement year on year with a strong, double digit growth for the portfolio

Managed Topical Pain Relief Portfolio (Voveran Emulgel/Voveran TPM Gel/ Voveran Thermagel)

Value Add: Initiated company’s first OTC campaign to pharmacists, activated 15000 cash counter displays. Managed a Pharmacy Merchandizing Team of 35 reps and 4 managers covering pharmacies in 15 cities.
•BTL: Conducted 1600 shelf displays and 165 Chemist Meets. Pilot of Dealer Front Signages across 4000 Pharmacies in 3 key cities (Conceptualization, agency selection, permissions, retailer identification etc).
•New Product Development and Launch: Voveran TPM Gel launched after a Market Research by Nielsen.
•Organized a global webcast on diclofenac for 1700 Orthopedicians at 31 locations across India

Results: Portfolio delivered 103% target with 9% growth

Consumer Health/ OTC Division

Personal Care and Pain Portfolio (Selsun/Nebasulf/Sloan’s balm) - 17% of OTC business of Pfizer India

Value Add: Devised innovative BTL activities for promotion of the products of the portfolio

Result: For the entire portfolio, achieved 105% budget achievement, grew @ 11% - to protect the market share
•Revitalized a declining OTC brand through BTL Activities to achieve 107% budget with 9% growth
•Achieved brand budgets (top line and bottom line) and profitability for all the brands handled

Established Products DIvision

Led a team of 9 Medical Representatives to drive the sales of EM Products in Mumbai

Value Add: Mentored, guided, motivated and monitored the subordinates to achieve their territory budgets
•Devised a performance appraisal matrix to monitor and drive the performance of subordinates
•Managed the relationship with the key prescribing doctors, helped MRs convert new prescribers

Result: Achieved 113% of the target with 21% growth from previous year.

Sale Force Effectiveness (SFE) project with Established Products Division

Value Add: Envisaged, researched and created an Excel based field expansion matrix (Measurement/ Evaluation for Territory Configuration: METCON) for 15 Major Indian states to identify high potential towns for deployment of Contracted Field Force on the basis of macroeconomic indicators (Census of India, 2001 and macroeconomic documents from UN and World Bank)
•Assisted Project leadership for deployment of field force during all India roll out of METCON

Result: METCON is now the main Field Force Deployment tool in Pfizer India for new/existing sales territories

Value Add: Conceptualized and executed three capacity enhancement projects in Eye Hospitals across India
•Coordinated for 3 DC-10 Flying Eye Hospital Programs in 2005 and 2007 with Ministry of Health and Ministry of Civil Aviation (Government of India) along with top 4 tertiary ophthalmology hospitals across the country.
•Results: Conducted 7 training programs for 200 Ophthalmologists in India and Nepal with foreign faculty
•Flying Eye Hospital Programs resulted into training of 100 Ophthalmologists in latest surgery techniques

PRADAN, SIRONJ, M.P