Leadership Companion Series – 2025 - Episode 5
Leadership Companion Series Ep-5, a session on "Brain Science Behind Brand Decisions: Unlocking Pharma Growth”, was organised by Placement Committee, SPPSPTM on Saturday, 11th October 2025, from 4:30 p.m. to 5:30 p.m., in offline mode at Seminar Hall, 1st Floor, Mithibai Building . The session was conducted by Mr. Prabhakar Dhage, Founder of NeuroFrame, and explored the intersection of neuroscience and pharmaceutical marketing, showing how brain science drives brand perception and prescribing decisions among doctors.
The programme began with the role of the primal brain, which governs instincts and emotions and shapes most decisions before conscious reasoning begins, followed by the emotional drivers of Like, Want, Need and Fear and the principle Gain ? Value – Cost, illustrated with the Domino’s "30 minutes or free” promise.
The speaker introduced the ROPE framework (Related to the pain, Only your brand can claim it, Probable beyond doubt, Evincible through evidence) for proving a brand claim, and explained how to identify Most Valuable Prescribers using Pareto’s 80:20 principle.
He also discussed how the rational brain validates decisions through scientific data, efficacy and safety, and how doctors become brand advocates through understanding the brand’s USP, habit creation and affinity building.
The session left participants with valuable insights on blending emotional intelligence with scientific rigour in pharma brand building.
Photograph from the Leadership Companion Series Ep-5 session
Photograph from the Leadership Companion Series Ep-5 session
