|
Identify the strategies that will ensure you build sustainable and profitable brands with the help of this Business Insights report.
Pharmaceutical Branding Strategies: Thought leader perspectives on brand building, effective communication and future brand models provides a unique insight into the best practices of leaders at the forefront of shaping pharmaceutical industry branding. The report provides expert analysis on key branding issues and their impact on DTC marketing, PR, corporate communications and Rx to OTC switching, and also forecasts future brand models.
Understand how branding is changing and how brand owners can maximize revenue from their brands.
Use this report to benchmark your branding strategies against those of the industry’s leaders and ensure that your company is maximizing profit by effectively building and communicating brands.
Key questions answered in this report...
- How can branding be coordinated across different audiences and lifecycle stages?
- What steps can pharmaceutical companies take to promote a positive corporate image?
- How do you build sustainable brand equity in a commoditized market?
- Which companies have been particularly successful at leveraging brand names?
- Should branding be promise or product-centric?
- Why is it important to develop a brand at the global, rather than local, level?
Key quotes from the industry experts...
Rebecca Robins, Global Marketing Director, Interbrand Wood Healthcare
"The brand name is the public face of the brand, but it is one element of an integrated proposition ..., it should always be considered within the context of the overall strategy for the brand and should be leveraged as part of a cohesive whole, comprising name, supporting nomenclature, messaging and brand graphics."
Karen Friedman, Karen Friedman Enterprises, Inc
"GSK’s commercials, looking to educate people as to how long it takes to develop a new drug, ... were very well done, they were very personal, and I think that they quietly educated the consumer and in some ways bridged the gap [between consumers and the pharmaceutical company] a little bit."
David Griffith, President, Sparkiting Solutions LLC
"Poor brand planning for a clear brand promise prevents the potential of a relationship in newly launched brands. For existing brands, relationships are weakened when the promise loses clarity or tries to extend beyond the branding that formed the relationship."
Top five reasons to order your copy today:
- Understand a number of cutting-edge, independent perspectives, practices and projections in pharmaceutical branding, to enable you to identify best practices and strengthen your competitive position.
- Learn how corporate brand equity can help to build a clear and consistent brand promise, and ensure customer loyalty and profitability in an increasingly competitive environment.
- Assess actionable recommendations for effective branding strategies across the product lifecycle - for those drugs currently in development and those on the market.
- Develop a coherent and unique emotional positioning for your brand which will help safeguard product value in the face of competitor brands and generics.
- Understand the importance of PR and word-of-mouth communication for maintaining brand credibility through a crisis and ensure that your brand is able to maintain its position in the market.
Pharmaceutical branding strategies
Executive Summary... 10
Introducing pharmaceutical branding strategies... 10
Building pharmaceutical brands... 11
Communicating pharmaceutical brands... 12
Alternative brand models... 13
The future of pharmaceutical branding... 14
Introducing pharmaceutical branding strategies... 16
Summary... 16
Introduction... 17
Report outline... 18
Introducing pharmaceutical branding strategies... 18
Building pharmaceutical brands... 19
Communicating pharmaceutical brands... 19
Alternative brand models... 19
The future of pharmaceutical branding... 19
Profiles of contributors... 20
Joe Carofano, General Manager, CCA Advertising... 20
Jeff Daniels, Strategic Branding Consultant... 21
Karen Friedman, Karen Friedman Enterprises... 22
David Griffith, President, Sparkiting Solutions LLC... 23
Max Jackson, President, Publicis Healthcare Group International Division... 24
E.M. Kolassa, Managing Partner, Medical Marketing Economics LLC... 25
Rebecca Robins, Global Marketing Director, Interbrand Wood Healthcare... 26
David L. Stern, Executive Vice President, Metabolic Endocrinology, Serono Inc... 26
David Wood, CEO, Interbrand Wood Healthcare... 27
Lydia Worthington, Vice President, Managing Director of Healthcare, BuzzMetrics... 28
Pharmaceutical brands: state of the pharmaceutical brandscape... 29
The importance of pharmaceutical brands... 29
Brand versus message... 31
Global versus local... 31
Current trends in pharmaceutical branding... 32
Direct-to-consumer advertising... 33
The future of pharmaceutical brands... 33
Successful pharmaceutical branding... 34
Building pharmaceutical brands... 36
Summary... 36
Introduction... 37
Understanding the nature of pharmaceutical markets: building brands through evidence-based marketing... 38
Why pharmaceutical markets are different... 38
Response to medical need... 39
Learned intermediary... 40
Guidelines and protocols... 42
Experience goods... 42
Negative goods... 43
Fixed product features... 44
Restricted pharmaceutical marketing... 45
Evidence-based marketing... 46
Conclusion... 49
Building global brands: a new challenge for the pharmaceutical industry... 50
The importance of global branding... 50
The value of global brands to key stakeholders... 51
Pharmaceutical global branding to date... 51
Key challenges of global branding... 52
Delivering global brands... 54
Corporate branding... 55
Launch phase coordination... 56
Communicating to different audiences... 56
Current best practices... 57
A cautionary tale... 58
The future of global brands... 59
Brand matters: the lingua franca of pharmaceutical brand names... 60
Introduction... 60
The value of a good name... 62
An art and a science... 64
A global currency: namer beware!... 70
Summary... 73
Communicating pharmaceutical brands... 78
Summary... 78
Introduction... 79
Pharmaceutical public relations: the impact of corporate communications on brands... 80
The importance of effective PR... 80
Impact of media communications on pharma brands... 81
Best practice communication... 82
Media messages... 84
Maintaining credibility in a crisis... 85
Crisis management... 85
Improving PR efforts... 90
Word of mouth: the new frontier for patient insights and communication... 91
Word of mouth: an influential force in patients’ lives... 91
The internet becomes a major catalyst of patient word of mouth... 92
Pharma companies tap into online word of mouth... 92
Word of mouth strategy: five guiding principles for pharma marketers... 93
Into the future: word of mouth an untapped opportunity... 96
Crisis buzz: tracking reactions to drug trials gone bad... 97
Alternative brand models... 100
Summary... 100
Introduction... 101
Promise-centric versus product-centric branding: creating a meaningful pharmaceutical brand... 102
The state of pharmaceutical branding... 102
A promise is central to successful brands... 103
Integrating communication around the promise... 103
Identifying the product-centric approach... 108
A review of pharmaceutical products... 109
Promise-centric branding and relational buyer behavior... 114
Planning brand communication with the relational buyer behavior model... 116
Brand communication pitfalls... 118
Focusing the brand for success... 118
Brand dynamics: coordinating brand efforts across different touch-points, geographies and lifecycle stages... 119
Managing brand dynamics... 119
Defining Core Brand Dynamics... 121
Combining a brand’s core function and core user need to define its Core Utility... 122
The Core Evaluative dynamic... 123
Determination of the Core Brand Value... 124
Facilitating common understanding across brand marketing teams... 136
A coordinated brand model... 136
Final point: lifecycle branding... 137
Corporate branding: building franchises of product brands... 140
Destroying product brands... 140
Corporate branding... 142
Corporate brands... 143
Franchise brands... 144
Line extensions... 145
Corporate versus product branding... 146
The future of branding... 147
The future of pharmaceutical branding... 150
Summary... 150
Introduction... 151
A shift in the branding model: building sustainable brand equity in a commoditized market... 152
Brand evolution... 152
Brand revolution... 152
A new model of information sharing... 154
An image crisis... 154
Brand conversion... 155
Creating a sustainable halo effect... 155
Intellectual meets emotional... 157
Brand values... 158
The future of branding: the new healthcare model... 159
Critical success factors: building and communicating winning brands... 160
Building pharmaceutical brands... 160
Communicating pharmaceutical brands... 161
Alternative brand models... 162
Figure 2.1: Examples of Viagra’s ‘blue pill’ branding (left) and the use of the color purple by Prilosec and Nexium (right)... 58
Figure 2.2: The AA encoding in the angiotension antagonist brands Hyzaar and Cozaar... 67
Figure 2.3: Zavesca – combining brand name, supporting nomenclature, messaging and brand graphics... 69
Figure 3.4: Examples of GSK’s corporate campaign in UK, centered around ‘science with a conscience’... 83
Figure 3.5: Zocor sentiment before and during test result announcement... 98
Figure 4.6: Promise-centric versus product-centric branding... 107
Figure 4.7: Promise-centric and relational buyer behavior... 115
Figure 4.8: Brand Utility (conjoined expression of Function and Need) is determined by the actual Core Function of the brand and the Core User Need it satisfies... 122
Figure 4.9: Rational brand dynamic (Core Function), emotional brand dynamic (Core User Need) and evaluative brand dynamic (Core Evaluator) combine to define the Evaluated Utility (or Core Brand Value)... 124
Figure 4.10: Brand Analysis model – facilitates the audit of all rational and emotional dynamics of a given brand, and distillation of these to extract a meaningful and enduring promotional platform... 126
Figure 4.11: The highly complex, time consuming and costly stages between the initial idea for a new product and it actually being available in the pharmacy... 138
Figure 4.12: Examples of brand switching strategies: Prilosec to Nexium (2000-05) and Prozac to Cymbalta (2003-05)... 141
Figure 4.13: Example of franchise branding: Novartis’ "BP Success Zone" website... 145
Figure 5.14: Examples of BMS’ campaign with Lance Armstrong (left) and GSK’s commitment to corporate responsibility and access to essential medicines (right)... 156
Figure 5.15: Examples of Amgen’s commitment to human science (left) and J&J’s legacy as a trusted consumer brand (right)... 158
Table 2.1: Pharmaceutical brand names beginning with Z, October 2005... 65
Table 3.2: Percentage of messages mentioning statin brands... 98
Table 4.3: Review of pharmaceutical brand promises (1)... 110
Table 4.4: Review of pharmaceutical brand promises (2)... 111
Table 4.5: Review of pharmaceutical brand promises (3)... 112
Table 4.6: Review of pharmaceutical brand promises (4)... 113 |
