- Organisation : Cipla
- Role : Brand Manager, Ophthalmology
- Period : Feb 2025 – Sep 2025
The problem
Cipla hired me before my MBA to run the Flogel dry-eye range. The core problem took one week of doctor visits to spot: doctors treated every tear drop as the same thing, so our two brands read as interchangeable lubricants.
What I did
- Repositioned the two brands by disease severity, following the TFOS DEWS II guidelines doctors already trusted. Flogel HA for surgery recovery. Flogel Hydra for moderate to severe disease.
- Ran the top-50 KOL research myself, wrote the survey instruments and discussion guides, and turned an 8-brand category study into the launch plan.
- Took the new severity-based claims, visual aids, leaflets and packaging through medical and MLR review in Veeva PromoMats.
- Co-developed a dry-eye screening tool with R&D.
- Built a special rate analysis with Finance to tighten credit-note issuance.
- Built the Anti-VEGF business case with projections to FY30. It became the division’s roadmap for retinal disease.
- For Doctor’s Day, turned 4,600 ophthalmologists’ photos into personalised art cards, printed and packed by territory.
- For Dry Eye Month, wrote six patient stories with the same arc across six different lives, shipped as carousels.
Results
- 38% quarterly growth, making Flogel the division’s 3rd highest-contributing brand that quarter.
- 20% prescription growth on the new claims.
- 22,000+ patient screenings in four months.
- 25% cut in credit-note issuance.
- Dry Eye Month campaigns reached 68,000+ people.