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.
Scroll through or download the slide show below to see 9 different case studies of our brand/portfolio strategy 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
Communicating data as insights and clinical implications
New scientific data that adds value to a clinician’s practice is always welcome. Data presented as insights and clinical implications can be useful.
Tailoring of communication from the same study/data can be done across channels, while maintaining consistency of the core messages. Keep it simple for the sales team. A single sentence, with a useful leave-behind that sparks interest, should be enough. You can go into more detail with communication through MSLs. At a CME, you can justify the science behind the data.
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
Marketers and medical affairs professionals often find it challenging to influence practice patterns related to the use of a drug/device approved for use across various patient profiles. An example is ARNI or the new antidiabetic agents. In such cases, a handy tool for communication could be patient profile cards/personas.
Medico-Marketing inputs
For HCPs to invest time with sales reps, we need to make the sales rep’s visit worthy of their time. Novel clinical pearls can be the tools to gain a welcome entry.
Below are some samples of science-focused LBLs. 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
Science-based LBLs
Sample of a monthly newsletter series
Cardiology newsletter
A theme-based newsletter series
White-paper: a tool for in-depth, and evidence-backed discussion on the benefits of a drug that should be considered for a specific clinical situation
It is usually used to build awareness about the less widely known benefits of a drug, product feature, a new concept, or to discuss debatable topics. Unlike newsletters, a white paper is a very detailed document on a clinical situation. See an example here
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.
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.
Guideline flipbook
Patient education material
Early Signs of Diabetic Foot To Watch For If You Have Diabetes
This short patient education sample highlights early warning signs of diabetic foot that patients often miss and why a simple daily foot check can make a major difference.
Know your numbers
Snapshot of FAQs for patients
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
- From fatal disease to functional cure: 25 years of tyrosine kinase inhibition in chronic myeloid leukemia. https://www.nature.com/articles/s41375-026-02984-5
- Safety and Tolerability of Vildagliptin 100 mg Sustained-Release Formulation in Type 2 Diabetes Mellitus: Results From a Prospective, Multicenter, Single-Arm, Post-marketing Surveillance Study. https://www.cureus.com/articles/470165-safety-and-tolerability-of-vildagliptin-100-mg-sustained-release-formulation-in-type-2-diabetes-mellitus-results-from-a-prospective-multicenter-single-arm-post-marketing-surveillance-study#!/
- Latanoprost/timolol fixed-dose combination: two decades of efficacy and safety in glaucoma management. https://doi.org/10.1186/s12886-025-04568-w
- The Current Landscape of Nanopaclitaxel Formulations and the Benefits of Polymeric Micellar Paclitaxel in Solid Tumors. https://doi.org/10.1055/s-0046-1816044
- 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
