pharmaceutical branding: therapeutic franchise / range brand model
Post on 14-Sep-2014
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DESCRIPTION
The traditional pharmaceutical branding model is flawed strategically, tactically and financially. In this presentation we review the different branding models available to pharma with a focus on the disadvantages of the current pharma Brand as Product modelTRANSCRIPT
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Increasing Physician Perceived Clinical Value:Therapeutic Franchise or Range Brand Strategy
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Selling a Product or Promoting an Experience?
Buying a motorcycle
or…
Buying youthful rebellionBuying the outlaw culture
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Selling a Product or Promoting an Experience?
Buying insurance
or…
Piece of Mind
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Selling a Product or Promoting an Experience?
Selling a Pill
or…
Successful Treatment Outcome
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Let’s Discuss Branding & Pharma Branding
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What is a Brand?
• Name, sign, symbol, intended to identify goods & services of one seller from another
• Branding is decommodification of product
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Brand Elements
Graphic Representation is the Last Step
• Intangible Attributes
• Product Quality
• Emotional Benefits
• Values
• Culture
• Image
Pharma definition of BRANDING is flawed:
“The words, pictures and symbols that resonate most deeply with the target, and imprint the positioning in their minds.
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Building a Brand
• Distinguishing brand from others – value proposition
• Brand promise (brand identity) must match brand delivery (brand Image)
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Branding Options (Pharma Relevant)
Brand Function:Indicator of Origin
Brand Function:Product Differentiation
Endorsing Brand
Range Brand
Line Brand
Product Brand100% Pharma Focus
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Branding Options - Examples
Endorsing Brand
Range Brand
Line Brand
Product Brand 1 product
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• Assigns a particular name to one, and only one, product as well as one exclusive positioning.
• The result of this strategy is that each new product receives its own exclusive brand name
Procter & Gamble- soap market by Camay, Zest etc.
Product Brand
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Product Brand – Pharma Disadvantages
• CPG model - Focus on selling pills
• Not effective for late-entry products• Clinically insignificant features/benefits & no advantages
• Lifecycle defined by patent
• Negative financial impact:• Transferring brand equity rare• Re-build customer base with each launch• Brand recognition is low (<7%)• Agency Focus on Awards…
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The cover of this sales aid for Latuda uses the image of a man that's been torn to pieces and reassembled to illustrate how schizophrenia can tear patients apart.
Inside, the image is still fragmented but the cracks are less prominent, showing symptom improvement. Study data is reviewed in clean, open spreads.
“Great visuals with clear logical progression,” said one judge. “Relevant, clear presentation of data.”
The agency reported Latuda “is on track to succeed” in its very competitive category.
Product Brand – Pharma Disadvantages
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Product Brand – Pharma Disadvantages
• ~3-5% market share
• 3 promoted products
• Category treatment failure rate - >50%
$364 million sales forecast $12.6 billion category
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or
Product Brand – Pharma Disadvantages
Brand Recognition?
Brand Name Chemical Name
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Product Brand – Pharma Disadvantages
Transfer Brand Equity
Success rate / Cost of transfer
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Branding Options - Examples
Endorsing Brand
Range Brand
Line Brand 22 products
Product Brand 1 product
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Line Brand
• This strategy involves the exploitation of successful concept by extending it but by staying very close to the product
• For example, L’Oreal hair line products
• The goal is to cross-sell consumers to other products within the brand
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Line Brand
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mometasone
Line Brand – Pharma Application
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Branding Options - Examples
Endorsing Brand
Range Brand S,E,C, and A Class
Line Brand 22 products
Product Brand 1 product
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• A single brand name promoted through a single promise a range of products belonging to the same area of competence
• Customer seen as assets to be managed
• Provide customers with multiple ways to engage with the brand
Range Brand
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Range Brand Model
Brand Promise
The Brand
Products: A B C D …N
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Range Brand Model
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Range Brand – Pharma Application
• Shifts the focus from selling pills to selling successful treatment outcomes
• Recognizes that the pill is the cornerstone of the treatment outcome, but adds clinically significant value to enhance treatment success.
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Range Brand – Pharma Application
Potential Therapeutic Franchises
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Branding Options - Examples
Endorsing Brand Individual Products
Range Brand S,E,C, and A Class
Line Brand 22 products
Product Brand 1 product
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Endorsing Brand
• Gives approval to a wide range of product, line and range brands
• Endorsing brand acts a guarantor of the brand promise
• Individual product brands - have distinctive personalities, positions, promises, and packaging.
• Endorsement drive sales
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Endorsing Brand
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The “Merck Effect”1980’s
Endorsing Brand: Pharma Example
“We prescribe anything Merck brings out”Physician quote, 1988
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Let’s Discuss Branding & Clinical Value
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• Products• Programs• People
Range Brand and Clinical Value
• Recognizes that the pill is the cornerstone of the treatment regimen, but adds clinically significant value to enhance treatment success.
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Physician Perceived Clinical Value Is Critical
Value and Revenue Are Linked• Physicians prescribe, or support a company, for the same reason consumers buy: VALUE
• They perceive the value of their choice to be superior to the value delivered by other choices.
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Physician Perceived Clinical Value Is Critical
Product Value
Company Value
Attribute 1Attribute 2Attribute 3Attribute 4
Attribute 1Attribute 2Attribute 3Attribute 4
Attribute 1Attribute 2Attribute 3Attribute 4
Attribute 1Attribute 2Attribute 3Attribute 4
Efficacy/Benefit
Price/Risk
People
Programs
Clinical Value
Brand A
Brand B
Brand C
Brand D
Brand E
Brand F
Brand B
Clinical Value Criteria
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