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Building A "Gold Plated" BRAND!
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Building A "Gold Plated" BRAND!

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This slide presentation is for illustration purposes only and to show how AH2 & Beyond can help you build a “Gold Plated” brand that will be instantly a market leader.

This slide presentation is for illustration purposes only and to show how AH2 & Beyond can help you build a “Gold Plated” brand that will be instantly a market leader.

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Building A "Gold Plated" BRAND! Building A "Gold Plated" BRAND! Presentation Transcript

  • Building a “Gold Plated” Brand Marketing Excellence (Pharma/Medical Device/Biotechnology) Presentation By Andre’ Harrell
  • This slide presentation is for illustration purposes only and to show how AH2 & Beyond can help you build a “Gold Plated” brand that will be instantly a market leader
  • INTRODUCTION In a previous presentation we demonstrated how to build a “Vision Platform” for a fictitious product named “Lazoxa”. We’ll use “Lazoxa” again in this presentation to demonstrate how to further “BUILD A BRAND LEADER”
  • What Can We Assume?
  • Competitive & Market Assumptions      Competitive “Product A” will educate the market about QD hydromorphone  The company will prepare tactics to counter “Lazoxa” launch “Lazoxa” launch targets will not be encumbered with the same restrictions as were required of “Product A” “Product A” targeting restrictions will be lifted 2 months prior to “Lazoxa” launch There will continue to be respect for and fear of hydromorphone There will be a change in market dynamics with multiple generic entries 5
  • Product Assumptions        “Lazoxa” is a high priority initiative for our company Our delivery system is the primary differentiator from “Product A” “Lazoxa’s” has better dosing flexibility “Lazoxa” has a 3 year lifecycle June Approval, July Launch “Lazoxa” is the true qd Hydromorphone “Lazoxa” will be indicated for the opioid naïve 6
  • Key Issues     There’s a movement towards generics in LAO market Underwhelming launch of “Product A” Regulatory acceptance of generic LAO leads to managed care acceptance of generic LAO Fear of and healthy respect for hydromorphone within market place 7
  • What Do We Need To Do?
  • Core Brand Strategy  Create and widely communicate a differentiable value proposition that:  Pre-launch  Generates anticipation and excitement  Launch  Promotes trail of “Lazoxa”  Post-launch  Maximizes uptake and adoption 9
  • Strategic Imperatives      Educate Health Care Professionals on “Lazoxa’s” differentiators/competitive advantages Segment target audiences to ensure efficient marketing efforts Prepare sales force prior to launch and provide continuing education throughout the lifecycle Establish an impenetrable message platform Generate and maintain high “Share of Voice” prior to, during and through launch via multiple channels 10
  • The “GPS” Ahead Phase 1- Brand Creation Phase 2- Pre-Launch Phase 4- Launch and Post-Launch Phase 3- Day of Approval (June) 2Q 2014 3Q 2014 4Q 2014 1Q 2015 2Q 2015 3Q 2015 4Q 2015
  • Phase 1- Brand Creation Marketing Excellence (Pharma/Medical Device/Biotechnology)
  • The “GPS” Ahead Phase 1- Brand Creation Phase 2- Pre-Launch Phase 4- Launch and Post-Launch Phase 3- Day of Approval (June) 2Q 2014 3Q 2014 4Q 2014 1Q 2015 2Q 2015 3Q 2015 4Q 2015
  • Brand Creation Phase 1 – Brand Creation What do we need to do?  Develop a meaningful and memorable brand identity What do we need to do?  Awareness of the brand leads to uptake of the product How will we do it?  Relevant messaging tied to brand character, logos, positioning, concepts, etc 14
  • Building The Brand “Lazoxa” (Phase 1) Brand Character Concept Messaging Logo/Design Positioning 15
  • “Lazoxa” Value proposition
  • “Lazoxa” Value proposition “Lazoxa” Patient/Physician Satisfaction Patient/Physician Safety Educational/KOL resources
  • Value Proposition Clinical Projects Resources Safety CAPSS 340 (HE/Product) X X Product Logistical Mapping X X Delphi Panel Pt & HCP Satisfaction X MAUDE X CAPSS 319 X X CAPSS 320 X X Post-op Pain Care Assessment Economic Model X X
  • “Lazoxa” Positioning
  • “Lazoxa” Positioning Who: (target audience) For all healthcare professionals For: (patient types) …..whose patients have acute post op pain and require strong opioids, (competitive framework) 24 Hour extended release hydromorphone with safer delivery system (customer benefit – emotional/end use/functional benefits) is safer and efficacious which provides a “Quality of Life” for patients because it is comfortable, safe and easy to use, providing optimal pain relief (reasons to believe –product attributes)
  • “Lazoxa” Benefit Ladder Benefit Ladder Emotional benefits End-use benefits Functional benefits It makes my life easier End-use benefits: Anesthesiologist/Surgeon Quick,safe pain relief New tool in my armamentarium Mobility signals recovery     Comfortable Easy to use, new option Safer Mobility Product benefits  Therapeutic superiority to competing opioids  Can be used effectively in the hospital/LTC setting  User friendly, safe and effective  Innovative, single use delivery system
  • “Lazoxa” Tactical Rollout Phase 3 – Day of Approval (June) Phase 1 – Brand Creation 2Q 2014 3Q 2014 Phase 2 – Pre-Launch 4Q 2014 1Q 2015 Phase 4 – Launch and Post Launch 2Q 2015 3Q 2015 4Q 2015 Positioning Messaging Logo Design Concept US Branding Manual Resources (Literature Review, Compilation of a resource compendium) 22
  • Brand Creation Summary (Phase 1) Goal: Develop a meaningful and memorable brand identity  Brand Character  Logo Design  Positioning  Messaging  Concept   Branding Manual Additional Brand Resources 23
  • Phase 2 – Pre-Launch “Building the gold blocks”
  • Brand Creation Phase 1- Brand Creation Phase 2- Pre-Launch Phase 4- Launch and Post-Launch Phase 3- Day of Approval (June) 2Q 2014 3Q 2014 4Q 2014 1Q 2015 2Q 2015 3Q 2015 4Q 2015
  • Phase 2 Message Platform “Lazoxa” Technology Pharmacokinetics (time to onset, duration, serum level profile, etc) Absorption (effects of ph) Success in other brands Safety/Abuse Deterrence Targeted delivery in GI tract and bioavailability 26
  • Pre-launch – Phase 2 What do we need to do?    Create awareness, uniqueness, and disruption in the marketplace for novel product Generate anticipation and excitement of new product Gather information on high value targets (customers) Why do we need to do it?  Due to a possible short lifecycle it is imperative to establish awareness and differentiation quickly How will we do it?  Through the dissemination of pre-launch branding, non-branded education and the collection of key target audience information 27
  • Branding Manual (Phase 2) Branding Manual Objective/Description  Develop guidelines to ensure consistent use of all brand elements • Positioning • Messaging • Logo • Concept Rollout   Hard Copy Electronic Files Audience(s): all internal groups and external vendors 28
  • Additional Resources (Literature Review and Resource Binder) (Phase 2) Objective/Description   Repository of clinical and promotional materials for LAO category Resource for future Review Committees and DDMAC submission  Labeling  Clinical Reprints  FDA Updates  Corporate Information Continuously update as new information becomes available 29
  • PHASE 2 “Building The Gold Blocks” Traditional Market Conditioning Generating Buzz During Pre-Launch 30
  • “Generating Buzz” “Building The Gold Blocks”         “Advertorials” (market shaping communication tactic) “Coming Soon” Journal Ads/E-mail (Teaser Communications) “KOL” Technology Backgrounder “eAdvertorial” (Utilizing “Digital” to generate belief in and excitement around “Lazoxa” “Elite HCP” PDA Program (targeting key HCP’s program) “Lazoxa” Educational Program Launch 3rd Party Alliance Program Launch “Lazoxa” “Grassroots” Public Relations Program 31
  • Phase 3 – Message Platform “Differentiation” = “Disruption”
  • Phase 3 Message Platform “Differentiation” = “disruption” Opioid Naïve Indication Absorption w/concurrent alcohol use Dose Flexibility (initiation, titration) Pharmacokinetics (time to onset, duration, not biphasic Physical Characteristics of delivery system 33
  • Market Research – Phase 3 (Patient Information Sources) 10 groups & 17 IDIs conducted with chronic pain patients in three U.S. cities  Participants identified multiple sources of information used to answer their questions.  Many indicated they use a combination of sources  Doctors, pharmacists, word of mouth/friends/support groups  Opinions were mixed on the relative value of doctor versus pharmacist  Personal research (Internet) – Most indicated beginning with a Google search and checking out websites from there  “Even though the Internet is not 100% believable, when you are in pain, you will believe anything”  34
  • Market Research – Phase 3 (Exploratory Patient Research)   Emotions expressed by chronic pain sufferers include isolation, fear, frustration, anger, hopelessness  Inability to make and keep plans is a key barrier to quality of life and relationships  Sometimes other people do not even believe that they are in pain; even doctors do not understand Participants expressed overwhelming desires to be “like normal people” and to “get my life back”  “I miss little things that I thought I would never miss”  Leading attribute statements showed patients’ interest in efficacy and control over pain, yielding better quality of life In developing product benefits and patient education materials, consideration should be given to: Expressing quality of life in relevant, empowering statements/language Take control of your life; Focus more on your life, less on your pain 35
  • Market Research – Phase 3 (Major Initiatives) Buying Process/Action Segmentation/Customer Portrait  Develop distinct and actionable segments/identify key customer segments we want to target/understand target segment drivers and barriers  Segmentation Study (Quant, 1Q-2Q 2015 )  Behavioral Segmentation Study (Quant, 3Q 2015) Positioning/Messaging  Identify the optimal positioning and messages for “Lazoxa”  Positioning Research/Benefits Ladder (Qual, 2Q 2015) Message Testing (Qual & Quant, 3Q-4Q 2015)  Patient Ed Research (Qual, 4Q 2005)  Value Proposition Research (Qual, 4Q 2015) 36
  • Phase 4 – Launch and Immediate PostLaunch “Accelerating Uptake”
  • Brand Creation Phase 1- Brand Creation Phase 2- Pre-Launch Phase 4- Launch and Post-Launch Phase 3- Day of Approval (June) 2Q 2014 3Q 2014 4Q 2014 1Q 2015 2Q 2015 3Q 2015 4Q 2015
  • Launch & Post launch – Phase 4 What we need to do?   Fulfilling pre-market anticipation and excitement through the launch of the fully-branded campaign Build patient base and ensure compliance Why do we need to do it?  Support rapid uptake of “Lazoxa” How will we do it?    Arm Sales Force with effective selling tools Support Sales Force efforts with targeted non-personal initiatives Maintain SOV through Post-Launch 39
  • Critical Success Factors      Establish stronger company presence with key stakeholders pre-launch Develop and implement Marketing Mix to strategically target key HCPs Gain awareness and acceptance of “Lazoxa” value proposition Accelerate time from trial to utilization (shorten the “Buying Cycle”) Insure appropriate product procurement and usage
  • Strategic Imperatives      Educate Health Care Professionals on “Lazoxa’s” differentiators/competitive advantages Segment target audiences to ensure efficient marketing efforts Prepare sales force prior to launch and provide continuing education throughout the lifecycle Establish an impenetrable message platform Generate and maintain high “Share of Voice” prior to, during and through launch via multiple channels 41
  • Thank You!!
  • Checkout my presentation on “Global Sales & Marketing Excellence Plan-Example”! http://slidesha.re/1dBavAO You can also checkout my background/work by clicking on the following links: http://www.slideshare.net/aharrell2000 www.linkedin.com/pub/andre-d-harrell/5/13/382/ http://thesalesprofessionalnetwork.blogspot.com/ www.ah2andbeyond.com https://www.facebook.com/pages/Sales-MarketingManagement-Consulting/267898536570725
  • Andre’ Harrell AH2 & Beyond Consulting www.ah2andbeyond.com 267-221-8529