The document emphasizes the importance of a robust brand strategy in the biopharma industry to create value for patients amid ongoing challenges. It highlights the need for brands to engage with patients emotionally and understand their evolving needs throughout different life stages and disease progressions. A patient-centric approach ensures competitive success and requires consistent communication and delivery on brand promises.

1. Creating healthy brands
by creating greater
value for patients

2. As the biopharma industry
faces changes and challenges,
it is more important than ever
to implement a strong and
effective brand strategy.

3. Drugs and devices are
developed to improve
outcomes and quality of
life for patients and this
needs to be reflected in
the brand, alongside the
cost-effectiveness for
the payers.

4. Decisions on healthcare
are taken on both rational and
emotional elements.

5. Differentiating the rational
elements of the brand can
be hard to demonstrate,
meaning that it is increasingly
important that the brand
engages with customers on
an emotional level…

6. …particularly for patients!
The brand needs to focus
on the needs of, and the
outcomes for, the patient.

7. The strategy needs
to follow the patient
journey to make sure
that the brand targets
the right group.
This requires an
understanding of
the patients’...

8. needs

9. needs obstacles

10. needs obstacles desires

11. Biopharma must also
have an awareness of
how these patient needs
change at different life
stages, from infancy and
childhood through to old
age, and as the disease
progresses.

12. The brand strategy must
be based on the patient’s
experiences from diagnosis
through treatment, including
contact with healthcare
professionals and compliance
with treatment.

13. As the market and the
understanding of the
disease changes, so
will the patient journey.
Because of this, the
marketing team will need
to reassess the journey
and the brand story
throughout the life
of the brand.

14. Creating a strong and patient-centric brand is vital
for competitive success, and ensures that the drug
or service can be communicated with a single,
unified voice. Creating this consistent voice requires:

15. Knowledge of
the biopharma
marketplace.

16. Knowledge of
the biopharma
marketplace.
An understanding
of the patients and
the disease area.

17. Knowledge of
the biopharma
marketplace.
An understanding
of the patients and
the disease area.
An in-depth grasp
of the brand promise
to create long-lasting
relationships.

18. Finally once a
patient-led brand
strategy has been
developed, deliver
on the promises
you have identified.

19. Inspiring audiences. Motivating change. Thinking beyond.
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