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Pharmaceutical Branding Strategies and Communication Pharmaceutical Branding Strategies and...

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  • Pharmaceutical Branding Strategies and

    Communication 1 B. Kishore Babu and

    2 M.V.A.L. Narasimha Rao

    1 Koneru Lakshmaiah Education Foundation,

    Vaddeswaram, Guntur, Andhra Pradesh, India. 2 Koneru Lakshmaiah Education Foundation,

    Vaddeswaram, Guntur, Andhra Pradesh, India.

    Abstract The pharmaceutical industry in India is at present overcrowded and

    bunged with over 60000 brands competing with each other for a share of

    36.5 billion dollar hefty market. Only 300 products out of this labyrinth of

    60000 and odd brands account for over 45 percent of the total sales volume.

    In these research different types of brand names and what type of

    communication, these bands are providing to the doctor discussed. Primary

    data is collected by interacting with product managers and marketing

    professionals of different pharmaceutical organizations in Hyderabad, and

    some information from doctors of Vijayawada and secondary data is

    collected referring some journals and websites. All the brand managers are

    naming the products in such a way that the name will give some

    communication like chemical name, dosage, drug class, therapy, indication

    or use to the doctor. What’s there in a name? Someone say that there is

    nothing more to a name. In today‘s me-too world, everything is there in the

    brand name. The product a name is very important tool that can cut

    through the chaos and confusion in the market place, where the number of

    brands seems to be ever increasing. In case of prescription drugs, the doctor

    is real customer and patient is consumer, as the sale of drug is only

    exaggerated by prescription of physicians. Every day minimum 10-12

    medical representatives are meeting the doctor and detailing minimum 5

    products. The doctors are unable to remember the brand name, dosage

    schedule, ingredients, and class of drug molecules. That’s why brand

    communication will place a vital role in remembering the brand by doctors

    Key Words:Brand, pharmaceutical industry, prescription, Strategy,

    Communication.

    International Journal of Pure and Applied Mathematics Volume 118 No. 18 2018, 1209-1220 ISSN: 1311-8080 (printed version); ISSN: 1314-3395 (on-line version) url: http://www.ijpam.eu Special Issue ijpam.eu

    1209

  • 1. Introduction

    Name is the clip that dangles the brand on the product ranking in the prospect’s

    mind. A name should tell the prospect what he product is and its major benefit.

    Choosing a name is like a driving a racing car. To win you have got to take

    chances.. you have to select a name that are almost, but not quite generic. A

    good name is the best insurance for long term success.

    Brand names have to be easy to pronounce and, if they are to be memorable, be

    short, distinctive and difficult to imitate.

    The brand names have to be identified very early in the process as they are part

    of the brand equity that will be created. The pharmaceutical companies

    understand the customers.

    For pharmacy companies doctor is a customer and patient is a consumer. To the

    doctor, the brand comes first, and the brand only later. Therefore, the brand will

    focuses on doctor. The brand will give clues to the doctor to remember and

    recall.

    The future of many companies lies in brands. By using brands as a preliminary

    point in the formulation of company strategy, a significant prerequisite for a

    new direction –brand direction – is created. Reputable brands have an immense

    prospective for increasing the talent of companies to battle as well as creating

    their growth and prosperity.

    Understanding of this impending will make brands important in the formulation

    of company strategies as a foundation for sustainable competitive advantage.

    Every brand strategy is more or less unique. The recipe and the comparative

    weight the diverse parts of the message can be varied indefinitely

    2. Materials and Methodology

    Research Problem

    The Statement of Problem is that 'Do pharma brand names will provide any

    information (Communication) to doctors is not? If provides what type of

    Communication (information) that brands will give to the doctors

    Research Objectives To study different pharmaceutical brand name strategies.

    To analyze the brands and identifying the logic behind putting the names.

    To study the brand communicates to the doctors in pharma industry. Review of Literature

    (Chandler and Owen 2002). In the current market scenario, some

    pharmaceutical companies have been exploring how to develop brands but there

    International Journal of Pure and Applied Mathematics Special Issue

    1210

  • is still much puzzlement in the way brands are defined, consideration about and

    managed. At its simplest some six prescription drug marketers believe that

    giving a name to a certain product will make it a brand.

    Others believe that adding a bit of imagery to a product will be satisfactory to

    craft a brand

    (Erickson 2001). The brand name is based on the scientific name of the

    molecule. This has been the conventional way of christening pharmaceutical

    products.

    (Kapferer 1997) in spite of the lack of brand focal point in the pharmaceutical

    industry, we consider on the other hand that the trade has not realized that it is

    managing brands and not just products.

    Definitely, the pharmaceutical product has all the elements that make it a brand.

    The brand has an existence in both doctors and patients minds, that goes further

    than the product itself. Pharmaceutical companies develop molecules but

    doctors prescribe brands.

    (Aaker 1991, Kapferer 2001).Branding can help to sustain the brand against

    generics after patent expiration. A strong brand will benefit from a high

    consumer loyalty.

    3. Research Design

    Data Collection Methods

    The data can be collected from Primary as well as Secondary sources.

    A) Primary Data Sources Face to Face Interception with some Product managers, Marketing

    professionals in different pharmaceutical companies and some doctors at

    Hyderabad and Vijayawada

    B) Secondary Data Sources Published Research articles, journals, and CIMS.

    Internet & Text Books.

    Results: All the brand managers are naming the products in such a way that the

    name will give some communication like chemical name, dosage, drug class,

    therapy, indication or use to the doctor. The different brand name strategies and

    communication of brands to the doctors are discussed below.

    Brand Name Strategies 1. Active Ingredient/Generic/Chemical Name Strategy

    This branding strategy gives information about active ingredient in the

    formulations. Some examples are,

    International Journal of Pure and Applied Mathematics Special Issue

    1211

  • Table 1: Active Ingredient/Generic/Chemical Name

    s.no. Name of the product Active ingredient Company name

    1. METROGYL METRONIDAZOLE JB CHEMICALS

    2. PEMOL PARACETAMOL CHARMOS BIOTECH

    3 PERATOL PARACETAMOL LENIT PHARMA

    4 PIROX Piroxicam CIPLA

    5 DINAC Diclofenanc sodium EG PHARMA

    6 SERRA Serratiopeptidase KAMRON LAB

    7 CEF Cefuroxime axetil SIENNA

    8. CEPIME Cefepime ALEMBIC

    9 AMI Amikacin SIESTA PHARMA

    10 AMIKA Amikacin ACCORD PHARMA

    1 DOXY Doxycycline hcl U.S VITAMINS

    12 AZIT Azithromycin RADICO REMIDIES

    13 AZITHRO Azithromycin INDSWIFT

    14 ROXY Roxithromycin INDSWIFT

    15 CLARIT Clarithromycin FINE CURE

    16 LINCO Lincomycin D.P.P.L

    17 CIP Ciprofloxacin HELIOS PHARMA

    18 NORFLOX Norfloxacin CIPLA

    19 OFLACIN Ofloxacin MICROVISION

    20 OFLOX Ofloxacin CHEMO BIOLOGICAL

    2. Frequency of Usage Strategy

    The name will contain an identifiable portion of the active ingredient name tied

    to a prescription abbreviation. This strategy is powerful to give information

    regarding dosage schedule to physicians. Examples are

    Table 2: Frequency of Usage

    s.no Name of the

    product

    Active

    ingredient

    Frequency in takae

    in a day

    Company name

    1. ROXIBID Roxithromycin LESANTE Bid means bis-in-die take two

    times a day

    2 CIPROBID Ciprofloxacin ZYDUS CADILA Bid means bis-in-die take two

    times a day

    3. QUINBID Ciprofloxacin VERSATO; Bid means bis-in-die take two

    times a day

    4. SPAROD Sparfloxacin ZENPHARMA O.D means once daily

    5. GRISOD Griseofulvin AMAERICAN

    REMEDIES

    O.D means once daily

    6 NORBID Norfloxacin O.D means once daily

    7 OFLOBID Ofloxacin SANBURY Bid means bis-in-die take two

    times a day

    8 QUINOBID Norfloxacin MICRONOVA

    9 ALERTEN-

    0D

    B-Complex MDC PHARMA

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