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Product Claims and Brand Messages

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Translate attributes into compelling benefits that will inspire customers to take action: Strategy, tips, tools: How to win customers and reach results effectively

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Product Claims and Brand Messages

  1. 1. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 1 How to Develop Great Product Claims and Brand Messages Translate attributes into compelling benefits that will inspire customers to take action
  2. 2. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 2 The author disclaims any responsibility or liability resulting from actions advocated, discussed or implied in this document. The author makes no representations or warranties with respect to the accuracy or completeness of the contents of this document. Many illustrations are from Dr. Günter Umbach's books: (1) "Successfully Marketing Clinical Results: Winning in the Healthcare Business", Gower Publishing, London. (2) "Erfolgreich im Pharma-Marketing: Wie Sie Ärzte, Apotheker, Patienten, Experten und Manager als Kunden gewinnen", Springer Science+Business Media. (3) "Erfolgreich als Medical Advisor und Medical Science Liaison Manager", Springer Science+Business Media. For more checklists, tips and ideas, please visit www.umbachpartner.com All rights reserved. Copyright Healthcare Marketing Dr. Umbach & Partner Legal Notes
  3. 3. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 3 Facilitating impact: Communication that inspires customers to take action
  4. 4. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 4 You get traction You take advantage of market opportunities Results
  5. 5. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 5 Common Goal It is less about single aspects of individual departments, but about meeting customer needs better or faster than the competitors …
  6. 6. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 6 Customer Company Competitor Strategic Triangle
  7. 7. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 7 - Customers - Competitors - Macro economic forces Outside Your Control
  8. 8. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 8 Your Communication What How fast What You Control Your Products Technology
  9. 9. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 9 Contribute toward one goal: Common "cause" or "purpose" Cooperate with Colleagues
  10. 10. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 10 Provide Value Help customers make better decisions - and highlight the role of your products
  11. 11. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 11 Value to the company Turn science into sales
  12. 12. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 12 … better than the competitors
  13. 13. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 13 while staying within the regulatory labeling and legal framework Borders
  14. 14. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 14 Legal Aspects
  15. 15. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 15 Claims Label Training_15Oct2017_Final Labeling* All written, printed, or graphic matter upon an article or container or accompanying such article According to an U.S. appellate court decision: "Most, if not all advertising, is labeling."
  16. 16. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 16 also covers verbal statements made by company employees or in testimonials. Claims Label Training_15Oct2017_Final
  17. 17. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 17 Must be based on scientific evidence: on procedures that yield accurate and reliable results Communication Proof (substantiation) is required. If you do not have the data to back it up, you cannot use it.
  18. 18. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 18 Claims Label Training_15Oct2017_Final Claims Example: You can only say “Quicker” or “Better” if you have "scientifically proven it"
  19. 19. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 19 In clinical medicine, you never prove anything in the mathematical sense. You reject an null hypothesis with a certain probability of error (usually set at 5%) "Proof" Problematic phrase
  20. 20. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 20 "Implicit Claims" Fact Explicit Implicit
  21. 21. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 21 A claim is considered false or misleading if there is no substantiating data to support it. Claims Label Training_15Oct2017_Final Avoid misleading claims If there is no substantiation data to back the claim, the claim cannot be used - even if has been used before.
  22. 22. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 22 Generally, clinical comparative claims should be based on head-to-head testing. FDA : Claims Label Training_15Oct2017_Final Comparative claim If you suggest that a product is superior you must show a statistically significant difference.
  23. 23. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 23 Hallmarks of a good claim?
  24. 24. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 24 Vision Mission Slogan Catchphrase Tagline Company motto Advertising phrases Terminology
  25. 25. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 25 Attributes or Features or Characteristics Claim You improve the client's condition … Message
  26. 26. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 26 Solution Value Benefit Advantage You profit from … A Claim Contains Explicitly or implicitly
  27. 27. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 27 Trust Confidence Reliability Claim and Company Image
  28. 28. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 28 Create and maintain a brand by communicating clear claims - expressed by consistent use of certain words, phrases, images etc. Claim: Major Part of the Brand A statement regarding indication, use, performance and benefits of a product* * DC MASTER PROCEDURE, Marketing and Promotional Claims
  29. 29. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 29 Scientific data Customer needs Distil Claim
  30. 30. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 30       Dr. Umbach & Partner, 2005 A Constellation of Data …
  31. 31. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 31 We Interpret       Dr. Umbach & Partner, 2005 the constellation of data and give them meaning
  32. 32. Clear Easy to understand Concise Short and to the point Credible Supported by data Consistent In line with other sources Continuous Constant over time Competent Showing know-how Caring Of relevance to the reader The 6 "C"s of Convincing Claims © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com
  33. 33. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 33 Keep it short and simple Kiss Be brief Keep it short and sharp …
  34. 34. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 34 Sales rep Dr. Umbach & Partner, 2005 Physician Advantages for me and my patients? What the Doctor Looks For Study results!
  35. 35. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 35 What's-In-It-For-Me Syndrome
  36. 36. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 36 How is the customer better off?
  37. 37. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 37 … due to … … thanks to … … based on … "Reason why" Validation / Substantiation
  38. 38. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 38 Ask for Action (CTA) • Contact us for more information Phone, Email, … • Attend a workshop • Order / Buy (Handlungsimpuls)
  39. 39. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 39 Quick Thinking Fast Action Speed Winning in the market place
  40. 40. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 40 It's Not the Big That Eat the Small... It's the Fast That Eat the Slow How to Use Speed as a Competitive Tool in Business Book by Jason Jennings … Performance
  41. 41. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 41 "Do more with less and do it faster."
  42. 42. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 42 The world is moving fast and does not consider internal approval procedures
  43. 43. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 43 "If you are slow, you will be late to the party"
  44. 44. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 44 - quick - nimble - flexible - dynamic "agile" Advantageous
  45. 45. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 45 Developing and Approving Claims
  46. 46. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 46 The responsibility should not be delegated to single Department or to an outside advertisement agency. Rather: A joint activity where people participate and contribute with a common goal in mind Developing Claims is Teamwork
  47. 47. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 47 Two Directions Combining evidence with claims
  48. 48. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 48 Numbers, Tables … Scientific Data Claim Make Meaning
  49. 49. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 49 My question Is the kind of evidence needed usually very different or very similar? Often you need a statistically significant difference between two groups in a head-to- head comparative study.
  50. 50. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 50 Keep things as simple as possible. Personal Recommendation
  51. 51. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 51 No time
  52. 52. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 52 How important is this to you?
  53. 53. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 53 It is not enough to be busy. The question is: What are we busy about? -- Thoreau -- Priorities Activity is not achievement
  54. 54. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 54 The art of getting things done How will we make this happen? How do we make this come to life for all team members?
  55. 55. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 55 Part of Project Management "Jour fixe" "Regular Review Meetings"
  56. 56. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 56 "Deadline Dragon" Who is guiding the process? Who is the coordinator? Mentor
  57. 57. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 57 account for about 80% of the issues Helpful Attitude Positive Cooperative Results oriented People as Success Factors
  58. 58. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 58 Positive Cooperative Optimistic Helpful Attitude
  59. 59. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 59 Even you will not know until you spread your wings Rise to New Heights No one can predict to what heights you can soar
  60. 60. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 60 Free Tips and Ideas https://www.umbachpartner.com/de/product-claims-and-messages www.umbachpartner.com Video

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