The Rx Factor: Strategic Creativity in Pharmaceutical Marketing
Publisher: Wisdom Village Publications
Published: 2010
Place of publication: Delhi, India
Format: paperback
Number of pages: 130
ISBN-13: 9788190655583
Description: ”Brilliant, bright, blasphemous ....Blows much of what we have held to be sacrosanct—USP, marketing warfare, positioning—to smithreens…The author has captured the essence of successful marketing in this readable text, focusing on the pharmaceutical industry.” - Elsa Davies (Fellow, Institute of Management, UK)
 “Written in a racy, ’un-put-downable’ style, one reaches the end only ’asking for more’. The Rx factor is not to be missed.” - Express Pharma Pulse
 “I strongly recommend this book for all pharmacy and marketing professionals…filled with innovative and practical marketing strategies.”- Dr. B. Suresh, President, Pharmacy Council of India
Recommended by Kip Piper – the world famous Healthcare Strategist.

The Rx Factor is Creative Marketing at its best. It will delight the product manager and the advertising professional who wishes to go beyond USPs to Multiple Selling Propositions, beyond Marketing Warfare to Marketing Peace and beyond Positioning to Changing the Frame of Reference. It is an original yet strategic work.
Pavan Choudary is the author of path breaking books like How a Good Person can Really Win, Broom & Groom (co-author Kiran Bedi), A Trilogy of Wisdom and Machiavelli for Moral People. Pavan is also the Managing Director of Vygon, a leading French Multinational, chairs the Medical Equipment Division of CII, hosts the TV program Hum Aise Kyun Hain on Doordarshan, and has written columns for The Times of India and Financial Chronicle. He sits on some of the most respected advisory boards of India and is a much sought after Management Strategist. To know more visit www.pavanchoudary.in
Table of contents: title: List of Figures; title: Acknowledgment; title: Introduction; title: Part A: Understanding the Rx Factor; title: 1.	The Creative Legacy; title: 2.	Market-Based Communication; title: 3.	Purposive Strategic  Creativity; title: 4.	Generating Strategic Creative Output; title: 5.	Creativity from the Marketplace; title: Part B: Creative Working of the Rx Factor; title: 6.	Selling Propositions that ‘Feel’; title: 7.	Marketing Peace; title: 8.	Strategic Brand Names; title: 9.	The Perception of Price; title: 10.	Credible Claims; title: 11.	Of Flipcharts and Promotools; title: 12.	Scientific Doctor Selection; title: Epilogue; title: References; title: Subject Index; title: Brand Index; title: Company Index