Increasing Physician Perceived Clinical Value:

Therapeutic Franchise or Range Brand Strategy
Selling a Product or Promoting an Experience?

or…

Buying a motorcycle

Buying youthful rebellion
Buying the outlaw cultu...
Selling a Product or Promoting an Experience?

or…

Buying insurance

Piece of Mind
Selling a Product or Promoting an Experience?

or…

Selling a Pill

Successful Treatment Outcome
Let’s Discuss Branding
& Pharma Branding
What is a Brand?
• Name, sign, symbol, intended to identify
goods & services of one seller from
another
• Branding is deco...
Brand Elements
• Intangible Attributes
• Product Quality
• Emotional Benefits
• Values

Pharma definition of BRANDING is f...
Building a Brand
• Distinguishing brand from others – value
proposition
• Brand promise (brand identity) must match
brand ...
Branding Options (Pharma Relevant)
Brand Function:
Indicator of Origin

Endorsing Brand

Range Brand

Line Brand

Product ...
Branding Options - Examples
Endorsing Brand

Range Brand

Line Brand

Product Brand

1 product
Product Brand
• Assigns a particular name to one, and only one,
product as well as one exclusive positioning.
• The result...
Product Brand – Pharma Disadvantages
• CPG model - Focus on selling pills
• Not effective for late-entry products
• Clinic...
Product Brand – Pharma Disadvantages
The cover of this sales aid for Latuda uses the
image of a man that's been torn to pi...
Product Brand – Pharma Disadvantages
• ~3-5% market share
 $364 million sales forecast
 $12.6 billion category

• 3 prom...
Product Brand – Pharma Disadvantages
or

Brand Recognition?
Product Brand – Pharma Disadvantages

Transfer Brand Equity

Success rate / Cost of transfer
Branding Options - Examples
Endorsing Brand

Range Brand

Line Brand

22 products

Product Brand

1 product
Line Brand
• This strategy involves the exploitation of
successful concept by extending it but by staying
very close to th...
Line Brand
Line Brand – Pharma Application

mometasone
Branding Options - Examples
Endorsing Brand

Range Brand

S,E,C, and A Class

Line Brand

22 products

Product Brand

1 pr...
Range Brand
• A single brand name promoted through a
single promise a range of products belonging
to the same area of comp...
Range Brand Model
The Brand
Brand Promise

Products:

A

B

C

D …N
Range Brand Model
Range Brand – Pharma Application
• Shifts the focus from selling pills to selling
successful treatment outcomes
• Recogniz...
Range Brand – Pharma Application
Potential Therapeutic Franchises
Branding Options - Examples
Endorsing Brand

Individual Products

Range Brand

S,E,C, and A Class

Line Brand

22 products...
Endorsing Brand
• Gives approval to a wide range of product, line and
range brands
• Endorsing brand acts a guarantor of t...
Endorsing Brand
Endorsing Brand: Pharma Example

The “Merck Effect”
1980’s
“We prescribe anything Merck brings out”
Physician quote, 1988
Let’s Discuss Branding
& Clinical Value
Range Brand and Clinical Value
• Recognizes that the pill is
the cornerstone of the
treatment regimen, but
adds clinically...
Physician Perceived Clinical Value Is Critical
• Physicians prescribe, or
support a company, for the
same reason consumers...
Physician Perceived Clinical Value Is Critical
Efficacy/Benefit

Price/Risk

Brand A

Attribute 1
Attribute 2
Attribute 3
...
Hope You Found This Interesting
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Pharmaceutical Branding: Therapeutic Franchise / Range Brand Model

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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 model

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Pharmaceutical Branding: Therapeutic Franchise / Range Brand Model

  1. 1. Increasing Physician Perceived Clinical Value: Therapeutic Franchise or Range Brand Strategy
  2. 2. Selling a Product or Promoting an Experience? or… Buying a motorcycle Buying youthful rebellion Buying the outlaw culture
  3. 3. Selling a Product or Promoting an Experience? or… Buying insurance Piece of Mind
  4. 4. Selling a Product or Promoting an Experience? or… Selling a Pill Successful Treatment Outcome
  5. 5. Let’s Discuss Branding & Pharma Branding
  6. 6. What is a Brand? • Name, sign, symbol, intended to identify goods & services of one seller from another • Branding is decommodification of product
  7. 7. Brand Elements • Intangible Attributes • Product Quality • Emotional Benefits • Values Pharma definition of BRANDING is flawed: • Culture “The words, pictures and symbols that resonate most deeply with the target, and imprint the positioning in their minds. • Image Graphic Representation is the Last Step
  8. 8. Building a Brand • Distinguishing brand from others – value proposition • Brand promise (brand identity) must match brand delivery (brand Image)
  9. 9. Branding Options (Pharma Relevant) Brand Function: Indicator of Origin Endorsing Brand Range Brand Line Brand Product Brand Brand Function: Product Differentiation
  10. 10. Branding Options - Examples Endorsing Brand Range Brand Line Brand Product Brand 1 product
  11. 11. Product Brand • 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.
  12. 12. 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…
  13. 13. Product Brand – Pharma Disadvantages 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.
  14. 14. Product Brand – Pharma Disadvantages • ~3-5% market share  $364 million sales forecast  $12.6 billion category • 3 promoted products • Category treatment failure rate - >50%
  15. 15. Product Brand – Pharma Disadvantages or Brand Recognition?
  16. 16. Product Brand – Pharma Disadvantages Transfer Brand Equity Success rate / Cost of transfer
  17. 17. Branding Options - Examples Endorsing Brand Range Brand Line Brand 22 products Product Brand 1 product
  18. 18. 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
  19. 19. Line Brand
  20. 20. Line Brand – Pharma Application mometasone
  21. 21. Branding Options - Examples Endorsing Brand Range Brand S,E,C, and A Class Line Brand 22 products Product Brand 1 product
  22. 22. Range Brand • 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
  23. 23. Range Brand Model The Brand Brand Promise Products: A B C D …N
  24. 24. Range Brand Model
  25. 25. 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.
  26. 26. Range Brand – Pharma Application Potential Therapeutic Franchises
  27. 27. Branding Options - Examples Endorsing Brand Individual Products Range Brand S,E,C, and A Class Line Brand 22 products Product Brand 1 product
  28. 28. 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
  29. 29. Endorsing Brand
  30. 30. Endorsing Brand: Pharma Example The “Merck Effect” 1980’s “We prescribe anything Merck brings out” Physician quote, 1988
  31. 31. Let’s Discuss Branding & Clinical Value
  32. 32. 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. • Products • Programs • People
  33. 33. Physician Perceived Clinical Value Is Critical • 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. Value and Revenue Are Linked
  34. 34. Physician Perceived Clinical Value Is Critical Efficacy/Benefit Price/Risk Brand A Attribute 1 Attribute 2 Attribute 3 Attribute 4 Attribute 1 Attribute 2 Attribute 3 Attribute 4 People Attribute 1 Attribute 2 Attribute 3 Attribute 4 Programs Attribute 1 Attribute 2 Attribute 3 Attribute 4 Product Value Brand B Brand C Clinical Value Brand D Brand E Brand F Company Value Clinical Value Criteria Brand B
  35. 35. Hope You Found This Interesting
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