Branding in Pharma_presentation

8/2/2019 Branding in Pharma_presentation

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TOPICS FOR TODAY

WHAT IS BRANDING?

BRANDING AND BIOTECH / PHARMACEUTICALS

INTEGRATING BRANDING INTO

PRODUCT DEVELOPMENT


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OBJECTIVE

UNDERSTAND THE POTENTIAL BENEFITS

OF INTEGRATING BRANDING INTO

THE BIOTECH/PHARMA PRODUCT DEVELOPMENT

PROCESS THROUGH A REVIEW OF

FROM BOTH PHARMACEUTICAL

AND NON-PHARMA EXAMPLES.


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WHAT IS BRANDING?


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B R A N D S H A V E T H E P O W E R T O


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D I F F E R E N T I A T E


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A T T R A C T A D V O C A T E S


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B U I L D T R U S T


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A N D C L A I M M I N D S H A R E


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Emotion activates the brain

3,000 times fasterthan regular thought.

As a result, shoppers are willing to payup to 200% more when their decision

is based on emotion rather than reason.

Obsessive Branding Disorder

by Lucas Conley


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S A F E T Y


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O V E R N I G H T


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E X T R A - S T R E N G T H


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TRUE

UNIQUE RELEVANT

UNIQUE + TRUE + RELEVANT = CORE ESSENCE

That which is true about

the product/organization

That which is unique about

the product/organization

in relationship toits competition

That which is relevant to

the target audience


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TRUE

UNIQUE RELEVANT



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TRUE

UNIQUE RELEVANT



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Organizational Vision and MissionWhat business you are in

as well as the kind of future

you seek to create.

The specific value you deliver

that no one else can provide

Expectation and commitment

BRAND STRATEGY PLATFORM

The concepts that support

your promise and that comprise

the overall, multidimensionalexperience of the brand.

Value Proposition

Brand

Promise

Brand Perceptions


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BRANDADVOCACY

BRANDLOYALTY

BRAND ALIGNMENT + CONSUMER ENGAGEMENT

BRANDEXPRESSION

BRANDEXPERIENCE

BRANDIDENTITY

BRANDBEHAVIOR

BRANDRECOGNITION

BRANDEXPERIENCE

BRANDAWARENESS

TARGETAUDIENCE

Promise

Perceptions

Architecture

Mission

Vision

Values

Leadership

Employees

Culture

Visual ID

Verbal ID

Look & Feel

Product

Environment

Packaging

Advertising

Marketing

PR

IF WE CAN BUILD ALIGNMENT

WE CAN DEEPEN ENGAGEMENT

Needs

Values

Preferences

BRANDSTRATEGY

CORPORATEVISION


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BRANDING BIOTECH & PHARMACEUTICALS


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BRANDING PHARMACEUTICALSBUT CAN WE APPLY BRANDING TO BIOTECH OR PHARMA?

C O M M O N O B J E C T I O N

Branding is not relevant to BioTech,

because there may not be atangible product.

Plus, Pharmaceutical products are

fundamentally different thanmass-market consumer products.


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WHATS DIFFERENT?

DEVELOPMENT CYCLE

PRODUCT LIFE CYCLE

REGULATORY ENVIRONMENT

THE ROLE OF THE PHYSICIAN/END USER

LIMITS ON CONSUMER CHOICE

THE PHARMACY CHANNEL


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BENEFITS OF BRANDING PHARMA

1. Brands help differentiate products even in

industries where little differentiation is assumed.

2. Brands provide barriers to competition beyond

the life of patent protection.

3. Developing a brand strategy at the outset will

shape the long-term product strategy.

4. Strong product brands build equity and loyaltyfor the master brand and future products.


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DIFFERENTIATION

Branding affords us the opportunity to differentiate ourproducts from competitors


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TARGETS ClearRx


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BARRIERS TO COMPETITION

If your brand can own audience mindshare,you can be more successful at fending off threatsfrom competitors, as well as generics

when you go off patent.


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Brandenburger, Adam M. and Nalebuff, Barry J. (1995), The Right Game: Use Game Theory to Shape Strategy. Harvard: HBR, July-Aug 1995.

Monsantos sweetener aspartame

Patent protection until 1992

Coke and Pepsi encourage a competitor

of Monsanto, HSC to enter market

HSC provides cheaper aspartame

NutraSweets value is reduced

Coke and Pepsi DONT switch to HSC

WHY??? Because consumers developed

a loyalty to the NutraSweet brand.

The NutraSweet Story

NUTRASWEET


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BRANDS SHOULD ALWAYS REFLECTYOUR LONG-TERM PRODUCT STRATEGY


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CLARITIN


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CLARITIN


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PRILOSEC


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LONG TERM PRODUCT STRATEGY

Its important to note that OTC is not the only product

strategy that might impact branding

Like with NutraSweet, the eventual expiration of the

patent should be considered as well

Sometimes you may have the opportunity to develop

a brand as well as a generic version prior to going off

patent in order to head off competitors.


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BRANDING AND THE BIOTECH/PHARMAPRODUCT DEVELOPMENT PROCESS


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EVALUATION

BRANDING AND THE (TYPICALLY PRACTICED)BIOTECH/PHARMA PRODUCT DEVELOPMENT PROCESS

LAUNCH

THE PRODUCT DEVELOPMENT PROCESS

PRODUCT and

REGULATORY STEPS

BRAND

STEPS


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EVALUATION

A RECOMMENDED APPROACH TO BRANDINGAND THE DEVELOPMENT PROCESS

LAUNCH

THE PRODUCT DEVELOPMENT PROCESS

PRODUCT and REGULATORY STEPS

BRAND DEVELOPMENT STEPSUtilize Creative Brand Chemistry


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BRANDING AND THE BIOTECH/PHARMAPRODUCT DEVELOPMENT PROCESS


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BRANDING AND THE PRODUCT DEVELOPMENT PROCESS


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ESTUDIO RAY SAMPLES


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Pfizer


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PHARMABRAND.ESTUDIORAY.COM


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JOE RAY

President and Creative Director

Estudio Ray Pharma

http://pharmabrand.estudioray.com

[email protected]

602-840-1580

Branding in Pharma_presentation

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