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Taxing times are ahead for the global pharma industry in general but more particularlyfor Africa and the South & Southeast Asian countries.What are the new expectations from your CEO? What will you do if you become the CEOin 2035 or 2040?A lot has been said recently about industry changes — ones already afoot, ones beingplanned, and ones that need to take place. They are coming from MCI, DoP regulation,commerce, and digital technology.You should be aware of the change-resistant culture of the pharma industry; it is slowto adopt new ways. Progress is impossible without change. As a brand manager youshould stay abreast with the changing trends in order to sustain future growth andperformance of brands.What are those changes?Shouldn’t the focus change to patient-centricity in pharma marketing? Patient-centricapproach is a natural outgrowth of H2H Mindset. Shouldn’t the focus now be on thepatient of 2030, 2040, or 2050, by which time many of you would be the CEO’s.A new way of doing business is inevitable. Start with the end in mind – superior patientoutcome. Start with Simon Sinek’s ‘Why’? What is the purpose of your firms’ existence?Many companies may have to change their business models not only in light of the newregulatory constraints from the impending UCPMP Code, but because of the patient’shigh digital intelligence. Doctors and pharma companies will have to work hard to keeptheir online reputation intact, or even enhance it.This comprehensive book will show how brand managers can adapt to changes and bein line with modern trends.This book will take you through the seismic shifts in pharma branding and peoplebuilding.This edition has a chapter on how to leverage Gen AI in copywriting. Is promptengineering complex? It is not rocket science but can be challenging to master. Knowhow to tweak the prompts and get the desired results