1. Pharmaceutical brand engineering
The focus is exclusively on developing and validating highly focused and differentiated positioning for new
and existing Brands in the pharmaceutical, animal drugs and herbal drugs industries, with a particular
emphasis in specialty care.
The process incorporates both qualitative and quantitative market research that allows for extensive and
validated measurement of different positioning options and articulation, prioritization of supporting message
elements. The work is split between products in development and products that are currently in market, but
may not be optimally positioned.
Clients bring me to push there marketing /sales team to think differently and outside the traditional comfort
zone that so many pharmaceutical, animal drugs and herbal drugs brands find themselves in today. I apply
decades of industry experience from both the product and agency sides to every project I service.
Combined, I have participated in over 25 Brand launches and have extensive knowledge of a multitude of
therapeutic classes.
I came up with this idea out of a collective frustration with watching millions of advertising and marketing
naira being misdirected to ineffective or unattainable Brand positions.
When people ask Ben what exactly is it that you do, I unhesitatingly answer, "positioning, detailing and
redistribution’. While I also perform other marketing-oriented activities for the Clients, my philosophy is that
the entire marketing mix hinges upon good positioning, detailing and redistribution. If the Client's product
hasn't been positioned, detailed and redistributed properly, it will fail. Period.
There are strategies; tactics, messages, and creativities that are all directly dependent upon the
development of appropriate positioning, detailing and redistribution depending upon the geographical
location.
I strongly believe that good positioning, detailing and redistribution are born of thorough market and product
understanding. Only then can a diligent, proven process craft the positioning, detailing and redistribution that
will drive proper strategic, tactical, and creative work. I belief in results within a frame of time and I also belief
in team work. It has been done before it can be done again if given the opportunity.
Even competitors know that this true.