Date post: | 13-Dec-2015 |
Category: |
Documents |
Upload: | geoffrey-king |
View: | 224 times |
Download: | 2 times |
the challenges facing today’spharmaceutical brands
an outline the challenges - from our discussion with
stefan
where are the missed opportunities ?
bulleted opportunities
what is involved in building an effective credible brand ?
a successful brand is about an idea, it’s about an emotion,
innovation that enhances our lives, a promise that builds
trust.
what is the pay off for building a credible brand
- brand loyalty- repeat purchase- adherence- emotional connection- brand evangelists
what’s are the key elementsrequired to build an effective
credible brand?
1. exceptional product2. proprietary naming3. unique product shape & color4. unique, appropriate & timeless brand identity5. unique & effective brand packaging
what’s in a name ?
2.
a brand name is the most important aspect of
developing a successful brand
- it needs to be easy to annunciate- concise- easy to recall- memorable- unique
what does the world of pharmaceutical brand names
look like today?
amgen
Aranesp EnbrelEpogenKepivanceKineretNeupogenNeulastaVectibixSensipar
Bristol-MeyersSquibb
AbilifyAtriplaAvalideAvaproBaraclude CardioliteEmsamErbituxPlavixPravacholReyatazSprycel SustivaTaxolVidexZerit
Eli lilly
AlimtaByettaCymbaltaDarvocetEvistaForteoGemzarHumalogHumatropeSymbyaxXigrisZyprexa
genzyme
CerezymeFabrazymeAldurazymeMyozymeRenagelHectorolSynviscCarticelThymol GlobulinCampathClolarThyrogenSepraEpicel
Merck
CosoptCozaar/hyzaarCrixivanFosamaxGardasilInvanzIsentressJanuviaMaxaltPrimaxinPropecia/proscarProquadRecombivax HbRotateqSingulairVytorinZetiaZocorZolinzaZostavax
Pfizer
AccuprilAriceptAromasinBextraCaduetCamptosarCelebrexChantixDepo-medrolSolu-medrolDepo ProveraDiflucanEllenceEraxisExuberaFlagylGenotropinGeodonInspraLipitorMacugenNorvascNeurontinRebifRelpaxRescriptorSomavertSudafedSutentSpirivaHandihalerTikosynVfendViagraViraceptXalatanXanaxZithromaxZoloftZyrtecZyvox
schering-plough
CerazetteEsmeronZemuronLevitraLivialMarvelonDesogenMercilonNuvaRingPuregonFollistimRemeronRemeron SolTab Remicade Temodar VytorinZetia
wyeth
Effexor XRAtivanProtonixEnbrelToriseTygacilZosyn
successful naming examples
amgen
Aranesp EnbrelEpogenKepivanceKineretNeupogenNeulastaVectibixSensipar
Bristol-MeyersSquibb
AbilifyAtriplaAvalideAvaproBaraclude CardioliteEmsamErbituxPlavixPravacholReyatazSprycel SustivaTaxolVidexZerit
Eli lilly
AlimtaByettaCymbaltaDarvocetEvistaForteoGemzarHumalogHumatropeSymbyaxXigrisZyprexa
genzyme
CerezymeFabrazymeAldurazymeMyozymeRenagelHectorolSynviscCarticelThymol GlobulinCampathClolarThyrogenSepraEpicel
Merck
CosoptCozaar/hyzaarCrixivanFosamaxGardasilInvanzIsentressJanuviaMaxaltPrimaxinPropecia/proscarProquadRecombivax HbRotateqSingulairVytorinZetiaZocorZolinzaZostavax
Pfizer
AccuprilAriceptAromasinBextraCaduetCamptosarCelebrexChantixDepo-medrolSolu-medrolDepo ProveraDiflucanEllenceEraxisExuberaFlagylGenotropinGeodonInspraLipitorMacugenNorvascNeurontinRebifRelpaxRescriptorSomavertSudafedSutentSpirivaHandihalerTikosynVfendViagraViraceptXalatanXanaxZithromaxZoloftZyrtecZyvox
schering-plough
CerazetteEsmeronZemuronLevitraLivialMarvelonDesogenMercilonNuvaRingPuregonFollistimRemeronRemeron SolTab Remicade Temodar VytorinZetia
wyeth
Effexor XRAtivanProtonixEnbrelToriseTygacilZosyn
why are they successful ?
because of significant media, advertising exposure & gp
endorsement
not because of their:
- brand name- brand identity- brand packaging- packaging usability
if you bring exceptional:
- products
- brand naming- brand identity- brand packaging- packaging usability
together with:
exceptional media and advertising exposureyou build:
market leaders
a proprietary product shape & color is a key differentiator
3.
a look at Lead brand product shapes & colors today
XANAX LEVITRA PLAVIX
ZITHROMAX JANUVIA LIPITOR
ZYRTEC ZOLOFT ZYBAN
what do they all have in common?
- generic- poorly branded, if at all- not memorable- un-unique- use internal pharmacy language
who is making steps in the right direction…
CIALIS VALIUM
ZOCORPRILOSEC
your brand identity speaks volumes about who you are
3.
an overview of some leading current brand identities
3.
what do these all have in common?
- generic- void of emotion- not memorable- indistinctive- crude
successful global brand identities
why do they work?
visually impactfulstrong, simple, unique,unexpected, memorable& timeless
an overview of current pharmaceutical packaging
4.
what do they all have in common?
- generic- void of emotion- complex- poor communication- institutional
a closer look at the challengesof a specific brand
what is the opportunity for the future of
prescription drug branding& packaging ?
so what’s the next steps
in depth dive into jenuvia working along side the merck
team
important that united* is involved from the get go and
gets to be integrated from the beginning.
thanks for your time