Dr. Sanjoy Mitra is the Founder and Managing Director of Strategic Marketing Solutions & Research Centre (SMSRC) Pvt. Ltd., a leading healthcare consulting and strategic prescription research firm serving India and Bangladesh. A Ph.D. with nearly four decades of professional experience, he is recognised as a pioneer in applying prescription research to strategic pharmaceutical marketing. Since founding SMSRC in 1995, he has led numerous Go-to-Market (GTM) strategy workshops and prescription research initiatives for many of the world’s leading pharmaceutical companies, including Abbott, Pfizer, GSK, MSD, Sun Pharma, Dr. Reddy’s, Lupin, Cipla and Zydus.