Ep 9 : Atin Roy on Pharma Brand Management, Pharma Brand Strategy & Campaigns, Switch from Rx to OTC Brands, HealthTech, 3D Printing
Play • 26 min

Atin Roy ,a Senior Creative Director at Ogilvy talks of unique challenges in marketing and advertising of pharma/health brands. 

He talks about how to communicate in a regulated environment and how to keep empathy and responsibility in mind when we creating healthcare communications. He talks of award winning campaigns which succeeded in humanising pharma communications amongst doctors. 

Atin talks about interesting developments in healthtech which have been catalysed by Covid19. He talks about how pharma companies can make a switch from Rx to OTC brands, of things to watch-out for while making the transition and how to avoid debacles like i-pill. 


Atin Roy has 20+ years experience as a Creative Professional helping businesses and brands leverage creative thinking through a balance of strategy and stories . He is working as Senior Creative Director at Ogilvy since November 2014. Up to December 2019, he was heading the healthcare creative department in Ogilvy Mumbai. He is a behavioural science enthusiast and design-thinking advocate . https://www.linkedin.com/in/atin-r-0173952/ 


Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur. Subscribe to Jagged with Jasravee on Youtube 

https://www.youtube.com/channel/UCUo6M-uODgb7gIEO014XIGg?sub_confirmation=1 


Atin talks about talking of caselet of a client wanting to take one the brands Neurobion Forte from Rx to OTC. Now the challenge was that Indian regulations did not allow us to show, say or write nerves in the TVC. Think about it. A nerve health medicine, and you are not allowed to say, write or show nerves. Now what do you do? The other anecdote was on the WHO ORS campaign, where the team were planning a TVC. The team decided to test the story in the rural India. So the brand head and Atin, the copywriter, travelled to these rural centers to literally narrate the story and gauge the TG’s reactions. The film was about diarrhoea. It showed a doll, as the VO talked about diarrhoea and water loss, losing water and wilting. But as he was narrating that story, he witnessed horror dawn on the faces of the women who were listening. But what in his creative flourish he didn’t realise that while he was narrating the story vividly, the women were visualising their own child wilting away. And he thinks that was the day, the needle moved in his life when he realised the great responsibility they have as communication creators to keep empathy and responsibility in mind when we creating healthcare communications. Another episode was humanising communications and treating doctors as human beings. The pharma companies believe that doctors are scientific beings who only care about the scientific aspects and show no emotions. 


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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in

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