On this page, you will find case studies of some client projects, snapshots of some project deliverables, and a list of publications for which Dr. Sangeeta Dhanuka provided writing support.
- Case studies of projects
- Recreating brand positioning
- Patient profile cards/personas/patient profile booklet
- Medico-marketing inputs – newsletters, emotion-based scientific communication, guideline flip books, case capsule
- Template for impactful LBL
- Patient education material
- Resources for patient caregivers
- Virtual Congress coverage
- Successful publications
Scroll through or download the slide show below to see 9 different case studies of our strategic projects
Here is the list of case studies included:
Case study 1: Market entry strategy
Case study 2: Medico-marketing strategy for a product portfolio
Case study 3: In-clinic input to counter competition
Case study 4: Moving a product from use as reserve drug to first-line treatment
Case study 5: Reviving an old molecule
Case study 6: HCP survey to understand the product position in real-world practice
Case study 7: Reading between the lines to find scientific evidence against competitor
Case study 8: Critical analysis of a systematic review to counter competition
Case study 9- Launch plan for an innovator product
Recreating brand positioning
Creating a brand persona when launching a branded generic: read the case about an ARNI brand here
Recreating a brand positioning through a patient persona: an interesting case of a rivaroxaban brand. Read it here
Patient profile cards/personas and patient profile booklets
Pharma and medical device marketers and medical affairs professionals often find it challenging to change practice patterns related to the use of a drug/device that is approved for use across various patient profiles. An example is ARNI or the new antidiabetic agents indicated across various patient profiles. It is very common to see the use being predominantly for a single indication/patient profile while other indications/profiles take a back seat.
In such cases, a handy tool for communication could be patient profile cards/personas. A small flip book or e-book as a compilation of patient profiles for which the drug/device is indicated and found to be beneficial could be a very helpful tool in influencing the use of the product.
A variation of this concept could be a patient profile booklet ( a compilation of clinical patient profiles) or a case discussion booklet. It presents patient profiles/cases in a flow in which a clinician evaluates a patient and the mental thought process by which (s)he prescribes or does not prescribe a drug.
Look at the samples below
Medico-Marketing inputs
How to make the next HCP call interesting for the sales rep as well as for HCPs is a challenge that marketers and medical affairs professionals in pharma, diagnostics, and medical devices deal with on a daily basis.
HCPs, particularly KOLs, face the same challenge—boredom from brand reminder visits by tens of sales reps every day. For KOLs to invest time with sales reps, we need to make the sales rep’s visit worthy of their time. Most KOLs have a deep interest in science and research, and novel clinical pearls can be the tools to gain a welcome entry.
Below are some samples of novel clinical updates created for some clients, which keep the sales reps motivated as they have something new to talk about during the call and KOLs also look forward to receive something new that they can go through in 5 min. (Some content has been modified/hidden to maintain client confidentiality). You can also read our comprehensive article on the various options for in-clinic inputs and what format works best and when, at the link below
Sample of a monthly newsletter series
Cardiology newsletter
Real-world emotion-based scientific communication
Medical literature can get boring, and pharma struggles to find innovative ways of communication. Storytelling using emotions is very effective because everyone loves stories. Here are a few examples of real-world conversation-style scientific communication that uses emotions to communicate science.
This example is for a study is titled , ‘Effects of empagliflozin on conventional and exploratory acute and chronic kidney outcomes: an individual participant-level meta-analysis’ and the link is https://www.thelancet.com/journals/landia/article/PIIS2213-8587(25)00222-0/fulltext. Here is the story-based communication (4 pages).
The next example is for a study is titled, ‘Type 2 diabetes, sodium-glucose cotransporter-2 inhibitors and cardiovascular outcomes: real world evidence versus a randomized clinical trial’. Here is the story-based communication (4 pages).
Here are some more examples of real-world conversations with emotions used to share the latest scientific updates
One-minute case capsule
Case reports are always more popular among clinicians as they add a lot of value to their practice and feel relatable. Here is a sample of a 1-minute case capsule for a quick scientific update. Of course, the skill needed here is to pick up cases that are useful for a clinician.
A template for a scientific LBL
Are you equipping your sales reps with a good clinical story, or are your in-clinic tools just serving the purpose of brand reminders?
The humble 2-pager LBL can carry interesting stories based on clinical evidence and lead to a meaningful conversation. After all, conversations create brands!
Sharing here a template of how a clinical evidence-based story can be communicated through a small 2-pager input (the standard LBL).
Snapshot of what is new in the ESC 2024 guidelines in the pharmacological management of a) patients with atrial fibrillation b)chronic coronary syndrome
Patient education material
Know your numbers
Patient caregiver resources
How often do we create resources for the patient’s caregiver (usually a family member)?
Most communication from pharma, medical devices, diagnostics, and hospitals is focused on HCPs, and some small handouts are sometimes made for patients.
The only focus on caregivers I have seen is for parents of infants. We seem to forget that in the case of chronic debilitating diseases, the caregiver (spouse, parent, son/daughter, sibling) suffers as much as the patient. They struggle with hundreds of questions and might not be able to recall them all during a doctor’s consultation.
This then leads to internet search, YouTube, and other social media, making them ‘Google doctors’ with disastrous consequences at times. What if a caregiver can be handed a comprehensive booklet for patient care when the patient returns home from the hospital? It can be helpful in several diseases – myocardial infarction, angioplasty, heart failure, stroke, cancer, CKD, diabetes, arthroplasty, rare diseases like thalassemia, hemophilia, COPD, and more.
Involving caregivers in the communication and care for a patient might ensure better compliance with treatment and subtly influence customer loyalty as well. High-priced brands would do well to offer this kind of value-added service with their product, even if through digital access, to enhance brand loyalty and perceived value.
Congress coverage as a virtual delegate
Most leading international conferences now provide the option of attending the conference as a virtual delegate. Many pharma and medical device organizations are using the opportunity to compile important updates from specific sessions – since speakers for most sessions are KOLs, what they speak is much sought after by other clinicians as well as by the companies themselves to plan their future strategies and HCP engagement plans. A compilation of brief but precise daily updates of sessions sent to the key HCPs does much to enhance the scientific image of an organization among clinicians. Similarly, timely compilation helps the medical and marketing teams to come up with a professional conference report along with some future actionable items based on these insights that can be shared with the senior management. Below is a snapshot of a conference that was covered for a client in a specific therapy area. The text has been blurred to maintain confidentiality.
Screenshots of a few of the published articles for which Dr. Sangeeta Dhanuka provided writing support
Links to all publications for which Dr. Sangeeta Dhanuka has provided writing support
- Effectiveness and Safety of Oral Emulsion of Liquid Paraffin, Milk of Magnesia, and Sodium Picosulfate in the Management of Constipation Symptoms in Postanorectal Surgical Patients: A Prospective, Single-arm, Multi-center, Open-label Study. https://journals.lww.com/ijcr/fulltext/9900/effectiveness_and_safety_of_oral_emulsion_of.20.aspx
- Erectile Dysfunction: Expert Panel Recommendations for Evaluation and Management in the United Arab Emirates. https://www.dovepress.com/article/download/109763
- First-line pembrolizumab for metastatic NSCLC in lower-middle-income countries: bridging the efficacy-effectiveness gap. https://doi.org/10.1080/1750743X.2025.2548754
- Safety and effectiveness of Merizelle oxidised regenerated cellulose in achieving haemostasis in surgical procedures: a surveillance study https://doi.org/10.12968/jowc.2024.0032
- A comparison of anti-IL-17A, anti-TNF, and anti-IL-12/23 biologics for moderate-to-severe plaque psoriasis in India, based on cost per NNT and its effect on the therapeutic landscape and outcome https://doi.org/10.25259/IJDVL_311_2025.
- Flu Vaccination Among Patients with Noncommunicable Diseases: A Survey About Awareness, Usage, Gaps and Barriers in Europe. https://www.dovepress.com/flu-vaccination-among-patients-with-noncommunicable-diseases-a-survey–peer-reviewed-fulltext-article-PPA
- The Role of Parenteral Nutrition in Cancer in Indian Settings. https://journaljcti.com/index.php/JCTI/article/view/270
- Challenges in the Diagnosis and Treatment of Invasive Candidiasis in India: https://doi.org/10.23937/2474-3674/1510165
- Indian Consensus on the Role and Position of Angiotensin Receptor-neprilysin Inhibitors in the Management of Heart Failure: https://journal-api.s3.ap-south-1.amazonaws.com/issues/articles/japi-72-9-75.pdf
- Long-Term Safety and Performance of BioMime™ Morph Sirolimus-Eluting Coronary Stent System for Very Long Coronary Lesions. https://doi.org/10.14740/cr1626
- Real-world practices of hormone monitoring during ovarian stimulation in assisted reproductive technology: a global online survey. https://doi.org/10.3389/fendo.2023.1260783
- Influenza Vaccination Among Patients with Noncommunicable Diseases: A Survey About Awareness, Usage, and Unmet Needs in the Czech Republic. https://link.springer.com/article/10.1007/s40801-025-00483-0
- Pollution, a Relevant Exposome Factor in Skin Aging and the Role of Multi-benefit Photoprotection https://www.actasdermo.org/es-pollution-relevant-exposome-factor-in-articulo-S0001731025001000.
- Propensity of use of neuromuscular blocking agents among Indian anaesthesiologists: A questionnaire-based survey: https://www.ijca.in/article-details/19845.
- Effectiveness and Safety of Oral Triamcinolone in the Management of Acute Exacerbations of Asthma: A Prospective Interventional Study. DOI: https://doi.org/10.7860/JCDR/2024/69682.19789
- Effectiveness and safety of appetite-stimulating syrup in the management of pediatric patients with loss of appetite due to acute or chronic illness: results of a prospective, single-arm, multi-center and open-label study. https://dx.doi.org/10.18203/2349-3291.ijcp20243777
- Outcomes of a fixed-dose combination of sucralfate, metronidazole, and lidocaine in patients undergoing anorectal surgery: Results from a prospective, single-centre study: https://f1000research.com/articles/12-659
- Fast-track anaesthesia in cardiac and transplant surgeries- An Indian perspective: https://www.ijca.in/html-article/18362#undefined
- The Implication of Time-in-Range for the Management of Diabetes in India: A Narrative Review: https://journals.viamedica.pl/clinical_diabetology/article/download/86628/66906
- To Evaluate the ‘Real World’ Clinical Performance of Bisoprolol in Post-Myocardial Infarction with Left Ventricular Dysfunction: Tenacity Study: https://pubmed.ncbi.nlm.nih.gov/35443400/
- Effect of COVID-19 lockdown on glycemic status of patients with T2DM and effects of various factors involved: https://www.researchgate.net/publication/359685208_Effect_of_COVID-19_lockdown_on_glycemic_status_of_patients_with_T2DM_and_effects_of_various_factors_involved
- Long-term effectiveness and safety of endoxifen in the treatment of bipolar mania: a case report: https://www.ijmedicine.com/index.php/ijam/article/view/3311
- Clinical Prevalence and Treatment Standards for Nonalcoholic Fatty Liver Disease Among Diabetic Patients in India – A Physicians’ Survey: https://articles.theindianpractitioner.com/index.php/tip/article/view/1243
- Bowel anastomosis before or after HIPEC: A prospective comparative study in patients undergoing CRS+HIPEC for peritoneal surface malignancy at a tertiary care cancer center in India: https://link.springer.com/article/10.1245/s10434-021-10661-3
- Lincomycin in Skin and Soft Tissue Infections and Upper Respiratory Tract Infections: https://ima-india.org/ima/pdfdata/JIMA-2021/February-2021-Full-Issue.pdf
- Clinical prevalence and current treatment standards for GERD and dyspepsia, and perception of effectiveness and safety of itopride in Indian patients – a physicians’ survey: https://www.sciensage.info/index.php/JASR/article/view/2000/1498
- TumsUP Drops: Evaluation of safety and efficacy in infantile colic: https://pediatrics.medresearch.in/index.php/ijpr/article/view/735/1425
- STAR (Survey for ManagemenT of DiAbetes with FibeR-rich Nutrition Drink): A Pan India Survey to Understand the Physician and Patient Perspective Regarding the Role of Dietary Fiber Supplement in the Management of Type 2 Diabetes. https://ojs.ijcp.in/IJCP/article/view/584/438
- Real-world Data of Glycemic Control in a Suburban Population in Northern India during the COVID-19 Pandemic. International Journal of Diabetes and Technology 2(2):p 60-65, Apr–Jun 2023. | DOI: 10.4103/ijdt.ijdt_23_23
- Clinical Conversations: Molnupiravir in COVID-19. Clinical Conversations: Molnupiravir in COVID-19 – Key Opinions in Medicine
- Alpelisib in the treatment of hormone receptor-positive and human epidermal growth factor receptor 2-negative PIK3CA-mutated advanced breast cancer. Alpelisib in the treatment of hormone receptor-positive and human epidermal growth factor receptor 2-negative PIK3CA-mutated advanced breast cancer – Key Opinions in Medicine
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