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Science identity development

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  • 1. SCIENCE IDENTITY DEVELOPMENT P h a r m a c e ut ic a l B r a n d i n g “ The time to start think about yours drug branding is not when you’re ready to launch. You should rely on carefully researched brand strategies to boost product value..” 1
  • 2. OBJECTIVES  O P r o j e c t s B r a n d d ev e l o p m e n t a i m to i m p rove b r a n d e q u i t y a n d i m a g e u s e ex te n s i v e B r a n d i n g s t r a te g y a n d I n te g r a te d M a r ket i n g C o m m uni c a t i o n p l a n s  Competitive edge against current competitors  Improve brand equity and image  Expand market share Customer Brand Busy Market Value Perception Concept competition behavior 2
  • 3. R e s ult s . SCIENCE IDENTIT Y DEVELOPMENT Q u ic k l y. At less cost. 3
  • 4. SCOPE OF WORK W h e n i t c o m e s t o b r a n d a n d m a r k e t i n g d e v e l o p m e n t , w e c a n d e l i v e r. Our diverse experience and range of talents provides us with innovative solutions, from product branding to global distribution - no detail is overlooked. Our business scope includes:  Market analysis and reporting;  Product design and test marketing.  Introduction and establishment of specific distribution channels;  Brand identity, product packaging and promotion design  Graphic design in the areas of print, digital and exhibition media 4
  • 5. BRANDING CAPABILITIES BRAND STRATEGY STRATEGIC BRAND DESIGN BRAND IMPLEMENTATION •Investor & corporate communications •Name and architecture •Branded applications and templates •Corporate brand valuation assessment •Brandmark (logo) •Brand standards & guidelines (Brand •Communications & competitive audits •Tagline Book) •Mission/vision evaluation •Color-emotive analysis •Branded environments •Brand identity strategy elucidation •Look and feel •Exhibits and interactive experiences (archetype, position, value proposition) •Creative expression •Packaging design and workshop •Typography •Company profile •Brand STORY™ and workshop; •Website upgrade messaging •Promotion Materials •Brand identity strategic brief 5
  • 6. BRAND DEVELOPMENT PROCESS Brand Brand Brand Analysis Planning Brand Building protection Strategy 6
  • 7. SCIENCE IDENTIT Y DEVELOPMENT  SCIENCE IDENTIT Y DEVELOPMENT FOR PHASE I  Andr ogogy /insight -m i n ing mar ke t r e se ar ch and compe titi ve analyse s  Tar ge t pr oduct pr ofiling and nove l e ndpoint/clinica l tr ial pr otocol e lucidation  Pr e lim inar y le x icon de ve lopme nt  Pr e lim inar y scie nce STORY™, scie ntific state me nts, and le xicon de ve lopme nt  Ge ne r ic name de ve lopme nt and/or unique class de scr iptor de ve lopme nt  Dise ase state and me chanism of action e lucidation and visualizat ions  E xhibits, poste r s, and inte r active e xpe r ie nce s 7
  • 8. SCIENCE IDENTIT Y DEVELOPMENT  SCIENCE IDENTIT Y DEVELOPMENT FOR PHASE II  Andr ogogy /insight -m i n ing mar ke t r e se ar ch and compe titi ve analyse s  Tar ge t pr oduct pr ofiling and nove l e ndpoint/clinica l tr ial pr otocol e lucidation  Scie nce ide ntity de ve lopme nt (positioning, ar che type , value pr oposition)  Scie nce STORY™, scie ntific state me nts, and le xicon de ve lopme nt  Ge ne r ic name de ve lopme nt and/or unique class de scr iptor de ve lopme nt  Dise ase state and me chanism of action e lucidation and visualizat ions  Scie nce ide ntity str ate gic br ie f  Scie ntif ic ide ntity guide line s and standar ds (pr e -launch)  E xhibits, poste r s, and inte r active e xpe r ie nce s 8
  • 9. SCIENCE IDENTIT Y DEVELOPMENT  PRODUCT IDENTIT Y DEVELOPMENT FOR PHASE III  Andr ogogy /insight -m i n ing mar ke t r e se ar ch and compe titi ve analyse s  Br and ide ntity de ve lopme nt (positioning, ar che type , value pr oposition)  Br and ide ntity str ate gy and br and ide ntity str ate gic br ie f de ve lopme nt  Br and STORY™, me ssaging, and le xicon de ve lopme nt  De sign syste m  Br and ide ntity guide line s and standar ds (Br and Book)  Spe cialty phar ma communications pr ogr ams, including monogr aphs  Exhibits, poste r s, and inte r active e xpe r ie nce s  Br and tr aining 9
  • 10. SCIENCE IDENTIT Y DEVELOPMENT  BRAND IDENTIT Y MANAGEMENT POST -LAUNCH  Brand portfolio/franchise strategy and architecture development  Transitional brand development (for additional indications)  Specialty pharma communications programs  Brand image perceptual research tracking  Exhibits, posters, and interactive experiences  Brand stewardship 10
  • 11. MAIN ELEMENTS  Identity  Promotion materials  Printing materials  Gimmicks  Event management  Direct consumer campaign  Pharmacy Branding 11
  • 12. Organization ACTION PLAN Development “Who fail to Plan… Plan to Fail” 12
  • 13. ACTION PLAN It’s a planned change exercises. It involves Develop Create Diagnosis and Follow up and marketing Conceptual Implementation Situation analysis control objectives branding 13
  • 14. BRANDING STEPS S te p O n e S te p Tw o • Learn marketing objectives and strategy • Develop concepts/taglines/site architecture • Prioritize projects • Start visual research • Audit existing and competitive materials and • Present initial creative approaches strategies • Interviews/focus group • Write creative brief and define messages • Create timelines and budgets
  • 15. BRANDING STEPS (CONTINUED) Step Three Step Four • Develop outline and copy points per • Write full copy draft selected concept • Revise and write final copy as per client • Develop media strategy comments • Explore layout options • Start layouts • Begin creating visual materials (photos/illustrations)
  • 16. BRANDING STEPS (CONTINUED) Step Five Step Six • Create and present full layout and/or e- • Develop final electronic files for print, or design coding for web • Final execution and management of products (website launch, launch media campaign, exhibit built, print pieces to printer, ads placed, press releases sent, etc.)
  • 17. HOW MUCH DOES IT COST?  It depends on what you want  Bundling projects will save you money  Itemizing each project will cost you more  The cost range for branding is broad and will be determined based on scope of work  D o n ’ t b u y l o w b i d ! Yo u g e t w h a t y o u p a y f o r a s i n a n y o t h e r i n d u s t r y o r s e r v i c e  Projects are based on hourly rates  Branding Project rates usually range from 125LE–200LE
  • 18. THANKS E-mail: mustafa.hamalawi@gmail.com ; ax.tantawy@gmail.com Mobile : (+2) 010 55 320 11 - (+2) 010 74 20 147 18