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Provis concepts doctor communication

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I have worked for Provis India brand launch

I have worked for Provis India brand launch

Published in: Technology, Business

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  • 1. Launch plan : Doctor communication
  • 2. Corporate background Provis, a division of Promed to be launched in India Promed is a global research-based health care company Starting with a team of few people 21 years back, Promed has over 500 professionals in R&D, manufacturing, Sales & Marketing. Promed is committed to provide innovative products and services meeting global quality standards which meet or exceed customers needs and expectations Promed Group always adheres to established quality standards which are reviewed continually for improvement.
  • 3.  International quality standard ophthalmic products which are equal to or better than the best International Companies. o Promed manufacturing plants are validated to US FDA standard. o High quality raw materials used for products development those are from validated international sources. Strong R&D in place to develop products as per markets need & ability to bring them at faster pace. o Developed advance products in disease segment like Glaucoma & OSD. World-wide presence with expertise in Ophthalmology of over two decades. o Currently ranked no. 2 in the ophthalmic market in Russia (Source: RMBC MAT Dec. 2009) First time in India introducing ‘Preservative free’ single dose unit pack (Unims) in most therapeutic area. o Also adding value by introducing 15ml Multidose containers for artificial Tears.
  • 4. Launch planPre-launch: Announcement mailers ◦ 1st on 1st September ◦ 2nd on 10th September ◦ 3rd on 20th September Detail aid & Corporate brochure ◦ Company brochure & VA (8 Pager)
  • 5. ObjectivesPre-launch Communication To introduce PROMED (PROVIS) in India as an internationally acclaimed company that believes in pursuing excellence by adopting global quality standards & innovating new products To make doctors aware of a new innovative, global standard and quality products in Ophthalmology is coming in Indian market Global quality standards and innovative products can depict by using plant photographs in India. Provide a retention value and innovation to all the inputs
  • 6. Mechanism / Strategy Our aim for the initial communication is to send the doctor inputs which has retention value and can remain on his table We therefore send him teasers as cards with interesting and engaging information that can hold his attention. We also send an acrylic stand along with the first card to keep the card on his desk These cards will go under a ‘desktop series’ name that has a good recall value e.g. ‘Leaders in Ophthalmology must-haves’ The purpose is to enable the MR to continue giving such cards in the form of brand reminders even after the initial communication is over.
  • 7. Media Teasers will go as front-back cards. An acrylic stand is provided with the first teaser. The cards are sent as direct mailers for the doctor to place in the stand. This ensures retention of the inputs at the doctor’s end. After VA is revealed, the MR can place new cards on every visit.
  • 8. Proposed conceptsConcept 1:‘Different views… one VISION’ The new ophthalmic division is a collective dream and effort of all thoseat Promed. While the corporate has many values, perspectives andideologies, it upholds one combined vision – Provis. This vision is the resultof unusual perception and intelligent foresight. The views in question are those related to good quality, dedication toinnovation and excellence. This theme also communicates the ‘standardized quality’ aspect of itsproducts globally.
  • 9. Proposed conceptsConcept 1:‘Different views… one VISION’Visual Treatment – The theme is communicated by using ambigrams. An ambigram is a typographical design or art form that can be read notonly in its form as presented, but also from another viewpoint, direction,or orientation. One can read it in 360 degree. We write the values or ‘views’ of Promed / Provis in the form of anambigram to convey the above message.
  • 10. Proposed conceptsConcept 1:‘Different views… one VISION’Creative Execution –For the teasers, we write the values or ‘views’ as ambigram, followed by amessage – ‘Different views, one Vision’ coming soon… The back has an image of the plant in India, with a message / quote basedon the word that appears in front, in order to co-relate the two.
  • 11. Proposed conceptsConcept 1:‘Different views… one VISION’Campaign Extension – The above thought can be modified and communicated in different waysto extend the campaign, e.g. an extension of the ambigram would be a flipillusion (two faces / images as one. A different view shows a different faceor image) One image which has more than one meaning. e.g.
  • 12. Proposed conceptsConcept 1:‘Different views… one VISION’Campaign Extension – Later, we can focus on different attributes that add to the company’svalues, e.g. ‘An eye for detail’. Inputs that ask the doctor to find an object / word in a clutter, etc. Or different kinds of optical illusions can be used to add to the theme. Only professional For example: In the given image, with vision can find a there is one different pair of cubes and different pair we ask doctors to find it.
  • 13. Proposed conceptsConcept 2:‘The next big thing in ophthalmology’ The world is constantly innovating and re-inventing itself. Every innovation sets off a trend which makes a mark somewhere in history. We dig out interesting trends that were introduced through thecenturies, tracing events that added to the bulk of knowledge about eyesand vision, eventually co-relating Provis as another initiative that will makea mark in history.
  • 14. Proposed conceptsConcept 2:‘The next big thing in ophthalmology’Visual Treatment – The teasers highlight different innovations or trends that were set off indifferent parts of the world at different points of time. The message will then flow to the ‘Provis revolution’ which we want thereader to be a part of. The disconnect in the matter will compel the reader to ponder andassociate the two – which will establish Provis as yet another innovation atpresent.
  • 15. Proposed conceptsConcept 2:‘The next big thing in ophthalmology’Creative execution – The look & feel will be a marriage between the old and the new – a sort offusion. While one side of the teasers will depict old events, the other will show animage of the Provis plant, with a message – Join the Provis Revolution, thenext big thing in eye care.e.g. Front: ‘1600 BC… The egyptians made the first eye friendly dye for eyemake up’ Back: ‘2011… Join the Provis revolution, the next big thing in eye care’
  • 16. Proposed conceptsConcept 3:‘Window to a new world of eye care’ The eyes are the windows to the soul… as well as windows to the world.Knowing them better provide a clearer, deeper view into the world around. We give little snippets about these precious windows… a greater insightinto the mysteries of the eyes will lead to a new world of eye care. By sharing little known facts, we pass a message – ‘We understand theeyes like no one’.
  • 17. Proposed conceptsConcept 3:‘Window to a new world of eye care’Creative execution – Little known facts presented in a unique manner appear on one side of the teasers, while the other side gives a glimpse of the Provis plant with the company values. E.g. 1 card front – ‘Eyes are composed of more than two million working parts. card back – ‘We understand the eyes like no one. Coming soon… the window to a new world of eye care’ E.g. 2 Card front – ‘Eyes utilize 65% of all the pathways to the brain’ card back – ‘We understand the eyes like no one. Coming soon… the window to a new world of eye care’
  • 18. Proposed conceptsConcept 4:‘Qualities of Legends of Ophthalmology’ A simple communication to co-relate good qualities of an ophthalmologistwith the qualities of Provis and its products. As teasers, each card carries an effective habit of an ophthalmologist. Correspondingly, on the back will be a great quality Provis, as an eye carecompany, possesses. We communicate the essence of Promed’s values like internationallystandardized products, commitment to innovation through R&D, etc.
  • 19. Proposed conceptsConcept 4:‘Qualities of Legends of Ophthalmology’Creative execution – The teaser series can be titled ‘5 effective habits of an ophthalmologist’. The topics are attention grabbing and something the doctor would like to keep on his table. As an extension, additional cards or posters can be given to the doctor carrying tips on e.g. ergonomics etc.
  • 20. Approved concept Concept 2: ‘The next big thing in ophthalmology’
  • 21. Teaser 1The next big thing in Ophthalmology is coming soon..
  • 22. Teaser 2The next big thing in Ophthalmology is coming soon..
  • 23. Teaser 2The next big thing in Ophthalmology is coming soon..
  • 24. Thank you