{"id":55,"date":"2026-01-03T06:11:08","date_gmt":"2026-01-03T06:11:08","guid":{"rendered":"https:\/\/wpbmd.in\/blog\/?p=55"},"modified":"2026-01-03T11:49:07","modified_gmt":"2026-01-03T11:49:07","slug":"forever-trusted-the-human-side-of-eternal-brandbuilding","status":"publish","type":"post","link":"https:\/\/wpbmd.in\/blog\/forever-trusted-the-human-side-of-eternal-brandbuilding\/","title":{"rendered":"Forever Trusted: The Human Side of Eternal BrandBuilding"},"content":{"rendered":"\n

Human-to-Human Marketing: Why Eternal Brands Begin and end with People<\/h3>\n\n\n\n


As we arrive in 2026, I find myself reflecting on a professional journey that began well before my own. Nearly forty-nine years ago, my grandfather \u2013 Prof Chitta Mitra – introduced prescription-based market research to the pharmaceutical industry in the world\u2014an idea that fundamentally changed how brands understood strategic decision-making. Since then, the mechanics of brand building have evolved dramatically. Marketing, sales, research and development, supply chain logistics, and customer engagement now operate within increasingly sophisticated, and technology-enabled ecosystems.<\/p>\n\n\n\n


Technology, we are told, has made these processes more efficient and more effective \u2013 Apparently!<\/p>\n\n\n\n


Across industries, the most successful brands continue to share a common trait: they treat customers, stakeholders, and partners as humans, not merely as segments or targets (in a transactional manner). Prof Philip Kotler\u2019s recent book on H2H (Human-to-Human) Marketing articulates this truth with clarity.
While modern brand-building rightly leverages advanced technology, it too often neglects the human dimension at its core. Marketing, in many cases, has become transactional\u2014optimized for short-term outcomes rather than long-term relationships.
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There are multiple examples to elaborate on the same across industries. For example, surge pricing in ride-sharing services during emergencies or adverse weather conditions may optimize short-term revenues, but it frequently does so at the cost of trust and credibility. Similarly, the excessive misuse of mass automated email campaigns has eroded this channel\u2019s overall effectiveness, as reflected in consistently declining open rates and diminished consumer confidence. In both these cases, technology has been deployed efficiently\u2014but without empathy.<\/p>\n\n\n\n


For example, in the IPM, when there is a Loss of Exclusivity (LoE) especially in chronic therapies, multiple me-too brands enter the market, with one key differentiation that is a discounted price and\/or trade margins. Objectives revolve around Rx, sales and coverage targets, and in this process of short term gains human realities of prescribing and consumption are overlooked. From a physician side – the emotional and professional responsibility involved in switching a stable chronic patient to a new brand, particularly when the switch offers no other meaningful improvement in efficacy, safety, adherence or patient experience. For patients – frequent changes in brand, packaging and tablet appearance often lead to confusion and reduced compliance despite molecule remaining unchanged. If pricing advantage erodes over a period of time, the limited brand equity results in declining Rx and diminished trust. A human centric approach \u2013 grounded in Rx research \u2013 would have acknowledged these behavioral and emotional barriers, enabling differentiation through clearer communication, product design, and adherence support to patients.<\/p>\n\n\n\n


This raises a fundamental question: How do we genuinely understand the emotions and latent needs of our customers?<\/p>\n\n\n\n



Forever Trusted: The Human Side of Eternal Brand Building<\/h3>\n\n\n\n

The answer remains disarmingly simple.<\/p>\n\n\n\n