This document outlines the process that the agency mh3c uses to develop tailored medical brands. It involves multiple steps of legal checks, market research, creative development, and reviews by medical and scientific experts. The process aims to develop unique and easily understandable brand names that avoid confusion and negative associations through rigorous testing and refinement. A team of experienced creative and scientific professionals oversees each project to develop optimal branding solutions.

2. Vita
Marketing- Researcher
Marketing - Consultant
Head of concept/creation
Founder of 360° agency
- Studies of Economics, Diploma
- Marketing Research, Advertising Agency
- Marketing, Advertising Agency
- research assistency, University Hamburg
- Marketing, Brand & Design Agency
- Creative concepts, corporate identity
- mh3c, tailormade agency
Conclusion
engaged in the core Types of agencies
engaged in core disciplines of communication
composing teams for ....

5.
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6.
Instead of this strategy Edward de Bono presented Statoil
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left …...... .....… to right
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7. Crucial experience/1
Helmholtz Association of German Research Centers
without any experience in science Henniger-Niemann wins the job
for a fundamental relaunch of the company which was in a
desastrous situation. Danger for 800 employees.
Function
Managing Partner of the agency Henniger-Niemannn
Success:
GKSS survived and became Nr.1 of all 14 centers in technology
transfer.
Conclusion: popular new approch for communication of sciene.

9. Projects
Abtei - OTC | positioning, naming, branding, design
Axel-Springer-publishing company | research
Beiersforf medical | naming, branding line extension
Böhringer | naming, branding
Bertelsmann-knowledge | corporate communication
BMW | national newlaunch
Continental | advertising
....
Merck | naming, branding
Reemtsma | naming, branding line extension for cigarettes
Roche | image campaign
Sanofi | branding, image campaign
Subaru | naming. brandind special editions
Vodafone | research
Zovirax | naming, branding, advertising)
Conclusion: all aspects and Instruments for solutions.

10. References/Trademark Development
Bahlsen | Choco Friends
Boehringer | Fosinorm
Coca Cola | Coca Cola light
Daimler | Moovel
Eprimo | energiediscount
Evocap | innovative investment fonds
Futunova science invest | investment fonds
Heraeus | branding dental products
The Linde Group | Kion
Landspeed | telecommunikation
Merck | several brands
Prismagon | business consultancy
SeeNano | white light microscope
Reemtsma | R1 line extension-brands
Sanofi | several brands
Subaru | special edition
national and international brands

11. Controlled Creativity/Development

12. Roadmap
Process: Tailormade medical Brands
Scorecard: Core Aspects & their value
Tasks: Recommendation

13. Process: Tailormade medical Brands

14. Process: Basic naming medical Brands
Legal Precheck
Basic Requirements/No Gos

15. Process: Basic naming medical Brands
Legal Precheck
Basic Requirements/No Gos
Brand Precheck
Competition/Segment

16. Process: Basic naming medical Brands
Legal Precheck
Basic Requirements/No Gos
Brand Precheck
Competition/Segment
Creative Briefing > Creative Development

18. Team of mh3c
4 Creative Partners of internatinal agencies
2 natural scientists (specialist on cancer and copy writer)
1 lawyer for patent und brand
1 Research Specialist
Intention
Tailormade team of several experts
Specific associations of cancer scientists
Well-experienced writers of top agencies
Controling by continuous check-up by lawyer
Research at beginning and end of project

19. Hermann Henniger, Projectmanager, copywriter
Branding/naming - Development
- Studies of economics (Master)
- Consulter Marketing (Grey, IfP)
- Head of Creation (IDENTITY)
- Agency Owner
Clients
- Helmholtz Association of German Research Centers
- Provecs
- Procter & Gamble
- others
Task: Coordination und branding/naming

20. Gene Lee Engler, copywriter, Branding/naming –
Development (consultant)
- studies of literature
- writer and Strategy Director McCann
Clients
- Telekomm
- Toyota
- Calvin Klein
- and others
2008, 2009 Echo Leader Award
2004 Deutscher Mediapreis
task : branding/naming - development (supervion)

21. Klaus Peter Konieczny, copywriter, branding/
Naming development
- Studies of philosophy and anglistics
- Creative Director Grey Worldwide, MMK, Scholz and Friends
Clients
- Böhringer
- Heraeus Kulzer
- Philips
- und others
- Comprix: Gold for Zovirax
- GWA Effi-Award Silver
- task: branding/naming development

22. Christina Osburg, branding/naming development
- specialist of naming/branding for several agencies
- Grey Worldwide
- Jung von Matt
- Meiré und Meiré
- others
Clients
- Sanofi Schweiz
- Sanofi Aventis
- Smithkline Beecham
- Procter & Gamble
- Daimler Benz
- others

23. Dr. Joey Krüger, scientist, science copywriter,
specialist on cancer
- studies of physics (Desy)
- doctoral dissertation Biophysics (UKE radiotherapy)
- "Depopulation and repopulation of the transplantable
Rhabdomyosarcoma R1H of the rat following x-ray-therapy"
- communication department of IBM
- Speechwriter for executive board
Clients
- 22 years IBM in diversen Kommunikationsfunktionen
- copywriting Helmholtz Association of German Research Centers
- freelancer writer for technic clients
task: fundamental ideas for development of name/brand
(fundamental know-how about cancer)

24. Dr. Frank Schnieders, science consultant
- studies in molecular Medicine and biotechnology
- founder of an innovative cancer therapy
- founder of a start-up
- Member of several national and international commissions
task: supervision the process with fundamental knowledge of
cancer

25. Torsten Bohse, Trend Research, national and
international research
- studies of political science
- founder of Trend Research (qualitative market research)
Clients
- Coca Cola
- Axel Springer
- Porsche
- und others
task: pre- and post-Tests

26. Dr. Tobias Boeckh, attorney
- studies of chemical science
- Partner in a lawyer´s office Hertin & Partner
- specialised on Life Sciences
- expertise for new therapies
- Legal experts: „leading lights in the european,
Middle East and African legal professions
Clients
- Max Delbrück Centrum for molecular medicin
- FMP (Institut für Molekulare Pharmalogie)
- Riemser Pharma
- Vita 34
- Cytolon
task: Consulting in the process (trademark development)
recommended by wellknown start-up-partner

27. Process: Basic naming medical Brands
Legal Precheck
Basic Requirements/No Gos
Brand Precheck
Competition/Segment
Brainstormings Figurative TrademarkMorphology/Phonetics
Creative Briefing > Creative Development

28. Process: Tailormade medical Brands
Legal Precheck
Requirements/no Gos per Coremarket
Brand Precheck
Portfolio/Competition/Segment
Brainstormings Figurative TrademarkMorphology/Phonetics
Creative Briefing > Creative Development
Shortlist > Check with mh3c Competence-Team

29. Process: Tailormade medical Brands
Legal Precheck
Requirements/no Gos per Coremarket
Brand Precheck
Portfolio/Competition/Segment
Brainstormings Figurative TrademarkMorphology/Phonetics
Creative Briefing > Creative Development
Shortlist > Check with mh3c Competence-Team

30. Scorecard:
Core Aspects & their Value
Aspect: Explanation (Sub-Scores – tbd.) Score (tbd.):
Uniqueness Product/Brand/Segment/Medical/Allover 60%
65%/10%/10%/10%/5%
Easyness/Reading Length/Visuality (easy to read) 15%
70%/30%
Easyness/Spelling Segment-/Mother-/Foreign-Tongue 15%
70%/15%/15%
Confusion-Factor Indication/Peripheric/Allover 10%
70%/25%/5%

31. Process: Tailormade medical Brands
Legal Precheck
Requirements/no Gos per Coremarket
Brand Precheck
Portfolio/Competition/Segment
Brainstormings Figurative TrademarkMorphology/Phonetics
Market Research
Qualitative Check for Negative/Concentration on Core Markets
Creative Briefing > Creative Development
Shortlist > Check with mh3c Competence-Team

32. Process: Tailormade medical Brands
Legal Precheck
Requirements/no Gos per Coremarket
Brand Precheck
Portfolio/Competition/Segment
Brainstormings Figurative TrademarkMorphology/Phonetics
Market Research
Qualitative Check for Negative/Concentration on Core Markets
Physicians 3rd Party
Scientists, Journalsits etc.
Periphere Personel
Non-Medical
Creative Briefing > Creative Development
Shortlist > Check with mh3c Competence-Team

33. Process: medical Brands - general vs tailormade
Legal Precheck
Requirements/no Gos per Coremarket
Brand Precheck
Portfolio/Competition/Segment
Brainstormings Figurative TrademarkMorphology/Phonetics
Market Research
Qualitative Check for Negative/Concentration on Core Markets
Physicians 3rd Party
Scientists, Journalsits etc.
Periphere Personel
Non-Medical
Creative Briefing > Creative Development
Shortlist mh3c Competence-Team

34. Process: Tailormade medical Brands
Legal Precheck
Requirements/no Gos per Coremarket
Brand Precheck
Portfolio/Competition/Segment
Brainstormings Figurative TrademarkMorphology/Phonetics
Market Research
Qualitative Check for Negative/Concentration on Core Markets
Physicians 3rd Party
Scientists, Journalsits etc.
Periphere Personel
Non-Medical
Creative Briefing > Creative Development
Shortlist > Check with mh3c Competence-Team
- Optional Revisions -

35. Process: Tailormade medical Brands
Legal Precheck
Requirements/no Gos per Coremarket
Brand Precheck
Portfolio/Competition/Segment
Brainstormings Figurative TrademarkMorphology/Phonetics
Market Research
Qualitative Check for Negative/Concentration on Core Markets
Physicians 3rd Party
Scientists, Journalsits etc.
Periphere Personel
Non-Medical
Creative Briefing > Creative Development
Shortlist > Check with mh3c Competence-Team
Final Legal Check
- Optional Revisions -

36. Process: Tailormade medical Brands
Legal Precheck
Requirements/no Gos per Coremarket
Brand Precheck
Portfolio/Competition/Segment
Brainstormings Figurative TrademarkMorphology/Phonetics
Market Research
Qualitative Check for Negative/Concentration on Core Markets
Physicians 3rd Party
Scientists, Journalsits etc.
Periphere Personel
Non-Medical
Creative Briefing > Creative Development
Shortlist > Check with mh3c Competence-Team
Final Legal Check Final Market Check
- Optional Revisions -

37. Process: Basic naming medical Brands
Legal Precheck
Basic Requirements/No Gos
Brand Precheck
Competition/Segment
Brainstormings Figurative TrademarkMorphology/Phonetics
Market Research
Check for Negative/Core Markets
Physicians 3rd Party
Pharmacists, Journalsits etc.
User/Patients
Creative Briefing > Creative Development
Shortlist mh3c competence-Team
Final Legal Check Final Market Check
- Optional Revisions -

38. Tasks:
Recommendation
Marketing-Step Topics/Questions/Thing(s) to do Who?
Target Definition Quantitative Goal worldwide? Client
Definition of Core-Markets worldwide Client
(per Country/Market-Area)
Competetive Status Main Competitors per Core-Market (-Area) Client
Basic Briefing Product, Potentials, Threats etc. Client
Re-Briefing Analysis, Desktop-Research, Feeling-Check,
Pre-Checks Market/Targetgroups Agency
Project Timeline Detailed Timeline (incl. internal, external and
Team-Evaluations) ALL

39. Risokolinie

43. Wie weit ?