jd marketing consultant presentatiom 010913

Joe Doyle | Medical Marketing Leadership

Joe DoyleMedical Marketing Leadership

Overview

Me

Strategic Planning

Brand Development


Overview

Strategic Planning

Brand Development

Me


Joseph Doyle Medical Marketing Leadership

Pharma Sales & Medical Agency

Account Management

Academic BackgroundBA Biology

BS – Pharmacy SUNY Buffalo

Creating, Strengthening &

Launching Innovative

Healthcare Brands

Global & USBrand Planning &

Execution

Medical Agency Operations & Management


Discussion Overview

Me

Brand Development

Strategic Planning


The longest journey begins with a single

step.

Lao Tsu

The First Step

Conduct a strategic review

1• Define Brand Specific Goals• Align Strategies/Tactics• Strengthen Positioning


Strategy

Expansion?

Take share?

Leverage clinical & economic data?

VisionWhere

AreWe?

WhereAre We Going?

“If you don’t know where you’re going . . . You’ll probably end up somewhere else!”


Analyze the market &

competition.

Develop deep insights into

your audiences.

Codify key issues as the basis for

strategy.

“Where We Are” with the Brand

Market Target Brand

VisionWhere

AreWe?

WhereAre We Going?

Strategic & Tactical Plan

Key Issue 1

Strategy

Tactics

a b c

Key Issue 2

Strategy

Tactics

a b c

Key Issue 3

Strategy

Tactics

a b c

Key Issue 4

Strategy

Tactics

a b c

A strategic roadmap links issues, strategies and tactics to realize the vision.


Driving a Belief ShiftBeliefs Drive Behavior

BehaviorWhat do we want them to do?

Current

BehaviorWhat are they doing?

BeliefsWhat do they believe and why?

BeliefWhat do we need them to believe?

Desired

Belief Shift - Drives Behavior Change


Great brands are built on great architecture. . .

Core ValuePositioning Personality


. . . which is built on an eternal promise . . .

Core Value


. . . that appeals to the mind and the heart.


Rational Emotional


Key messages appeal to the mind . . .


Rational EmotionalKey Message 1

Key Message 2

Key Message 3


. . . and are supported by data.


Rational Emotional

Data Data Data

Data Data Data

Data Data Data

Key Message 1

Key Message 2

Key Message 3


The personality appeals to the heart . . .


Rational Emotional


and is built on the brand hallmarks.


Rational EmotionalImages

Typeface

Tagline

Voice

Logo

Colors


Great brands are built on great architecture.


Rational Emotional

Data Data Data

Data Data Data

Data Data Data

Key Message 1

Key Message 2

Key Message 3

Images

Typeface

Tagline

Voice

Logo

Colors


Discussion Overview

Me

Strategic Planning

Brand Development


"There's an old Wayne Gretzky

quote that I love. 'I skate to where the puck is going to be, not where

it has been.‘”

Steve Jobs

The Second Step

Re- invigorate the brand

2• Refine messaging• Refresh the identity to

reflect the core technology

• Leverage the evidence


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Messaging Evolves From PositioningPositioning Messaging

What the company wants its target audience (customers) to think about the

brand

How the company communicates the positioning to the target audience

(customers)

Internal External

A good positioning statement needs to be…

• Credible

• Unique and differentiating

• Clinically relevant

• Motivating

• Enduring

A good message needs to be a good story…

• Attention-Getter

• Benefit

• Reason to Believe

• Obstacle Handlers

• Close

Ideally, there should be one unified, global “umbrella” brand positioning

There can be separate messages to different audience segments (e.g., high vs. low users, customers with different needs, different product lines and/or

channels)


KOLs – Clinical Messages/Dissemination

Ad Boar

ds

• Input on core positioning and establish a target product profile

• Sort thru and prioritize the clinical evidence and economic outcome data that currently exists that supports the target product profile

• Identify the gaps and establish a plan to fill them

Publications & Material

• Review articles, roundtable discussions, supplements, clinical monographs, case histories, letters to the editor

• Original research articles

• Guideline recommendations

• Educational Slide decks

Peer-to-

Peer Education

• Congress Symposia or Podium Presentations

• Clinical Preceptorships

• Webinars

• Speakers Bureaus


Brand Development - Creative

Concepts contain a key visual element, icon, headline, subheads and a tagline

Market research:• Differentiating• Motivating and memorable• Credible and relevant

Develop brand personality and several creative visual alternatives

Expresses the character and benefits of the

brand

Capture the different ways that we can verbally and visually communicate the essential points of the brand to audiences

Essential to ensure you select the strongest concept to communicate with your audience


26

CORPORATE BRANDING CASE STUDY: EXAMPLE OF CREATIVITY

Neuland Laboratories


Neuland Laboratories extensive scientific, manufacturing and drug discovery & development resources helps their customers thrive

in the competitive pharma arena.

Vision / Objective

PersonalityProblem Solver Scientific Partner

Only Neuland has the experience, insight and vision to provide customized, end-to-end drug discovery, effective formulation, and

clinical services solutions that enables their clients reduce the inherent risks of commercialization and further secure their competitive edge.

PositioningStatement

Brand Overview

Situation:Neuland Laboratories is an India based API, Contract Manufacturing and other Essential Drug Discovery & Development Provider to the Global Pharma Market

Our goals were to position Neuland Laboratories on the strength it brings to its customers today and tomorrow as it broadens its services, create a new and distinct corporate brand identity based on this positioning and to effectively communicate this brand identity via core promotional tactics.


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Neuland Brand Concept A

29

Neuland Brand Concept B

30

The Winner!

31

Neuland BoothBIO 2008

32

Integrated Strategic Roadmap to Success

• Market• Company/Product• Competition• Target Audience - Segmentation - Needs - Beliefs & Behaviors

SWOT

Key Issues

The Unique Core Promise

MessagingThe Compelling Story

Brand IdentityThe Perception

KOL Activities

Brand Promotion

Education, Publications

Congress & Trade Shows

Consistency Across Tactical Channels

Where are You?

Where doYou Want

To Be?- - - - - - - - - - - - - - - - - - - - - - - - -

Strategic Imperatives

Business Impact Brand Development Clinical Leadership

SituationAnalysis

Marketing Vision,Goals & Objectives

Positioning


Have a bias toward action.

Let’s see something

happen now!

Indiria Ghandi

Three Steps Toward the Future

Penetrateinternational markets

3• Elevate your brand• Fortify leadership position• Develop a global platform


Deliverable and Key Areas of Focus

Deliverable:Develop and launch a focused, actionable global integrated tactical marketing & sales plan to grow brand penetration and share in select high growth country markets

Areas of Focus:• Innovation Leader - providing better patient outcomes• Scientific Data Development and Education- Propose specific investments in

countries or institutions via specific clinical studies. Invest in patient education programs for physicians and nurses using regional KOLs

• Reimbursement Economics - outline funding available in specific country markets as well as individual product reimbursement opportunities. Propose specific economic studies that can be conducted for a specific country or institution


A Global Actionable Platform

Science

• Unparalleled objective studies by researchers around the world demonstrate the clinical advantages of its innovative technologies

Systems

•Portfolio of clinically-proven systems unsurpassed in innovation, performance and patient safety

Solutions

•Provide patient care solutions by giving health care providers the flexibility to configure systems for the information they need to optimize clinical decision-making and reduce costs

Support

•Go beyond the traditional customer service & technology support and educational programs by offering truly unique risk share programs

Demonstrate Leadership in Four Areas


Three Steps Toward the Future

Conduct a strategic review

Re-invigorate the brand

Penetrateinternational markets

3

2

1


. . . this nation should land a man on the Moon and

return him safely to the Earth.

John F. Kennedy

Joe Doyle

LeadershipStrategy Execution

jd marketing consultant presentatiom 010913

Documents

data datadata key message

core positioning

key messages appeal

brand hallmarks

technology brand

core re

brand specific goals1

clinical economic data