7. The First Step
• Define Brand Specific Goals
1 • Align Strategies/Tactics
• Strengthen Positioning
Conduct a strategic review
Joe Doyle | Medical Marketing Leadership
8. “If you don’t know where you’re going . . .
You’ll probably end up somewhere else!”
Where Where
Are Vision Are We
We? Going?
Strategy
Expansion?
Take share?
Leverage clinical &
economic data?
Joe Doyle | Medical Marketing Leadership
9. “Where We Are” with the Brand
Market Target Brand
Analyze the
Develop deep Codify key issues
market &
insights into as the basis for
competition.
your audiences. strategy.
10. A strategic roadmap links issues,
strategies and tactics to realize the vision.
Where Where
Are Vision Are We
We? Going?
Strategic & Tactical Plan
Key Issue 1 Key Issue 2 Key Issue 3 Key Issue 4
Strategy Strategy Strategy Strategy
Tactics Tactics Tactics Tactics
a b c a b c a b c a b c
Joe Doyle | Medical Marketing Leadership
11. Driving a Belief Shift
Beliefs Drive Behavior
Current Desired
Behavior Behavior
What are they doing? What do we want them to do?
Beliefs Belief
What do they believe and why? What do we need them to believe?
Belief Shift - Drives Behavior Change
Joe Doyle | Medical Marketing Leadership
12. Great brands are built on great architecture. . .
Core Value
Positioning Personality
Joe Doyle | Medical Marketing Leadership
13. . . . which is built on an eternal promise . . .
Core Value
Joe Doyle | Medical Marketing Leadership
14. . . . that appeals to the mind and the heart.
Core Value
Positioning Personality
Rational Emotional
Joe Doyle | Medical Marketing Leadership
15. Key messages appeal to the mind . . .
Core Value
Positioning Personality
Rational Emotional
Key Message 1
Key Message 2
Key Message 3
Joe Doyle | Medical Marketing Leadership
16. . . . and are supported by data.
Core Value
Positioning Personality
Rational Emotional
Key Message 1
Data Data Data
Key Message 2
Data Data Data
Key Message 3
Data Data Data
Joe Doyle | Medical Marketing Leadership
17. The personality appeals to the heart . . .
Core Value
Positioning Personality
Rational Emotional
Joe Doyle | Medical Marketing Leadership
18. and is built on the brand hallmarks.
Core Value
Positioning Personality
Rational Emotional
Images
Colors
Logo
Typeface
Tagline
Voice
Joe Doyle | Medical Marketing Leadership
19. Great brands are built on great architecture.
Core Value
Positioning Personality
Rational Emotional
Key Message 1 Images
Data Data Data Colors
Key Message 2 Logo
Data Data Data Typeface
Key Message 3 Tagline
Data Data Data Voice
Joe Doyle | Medical Marketing Leadership
20. Discussion Overview
Me
Strategic Planning
Brand Development
Joe Doyle | Medical Marketing Leadership
21. "There's an old
Wayne Gretzky
quote that I love.
'I skate to where
the puck is going
to be, not where
it has been.‘”
Steve Jobs
22. The Second Step
• Refine messaging
2 • Refresh the identity to
reflect the core
Re- invigorate the technology
brand • Leverage the evidence
Joe Doyle | Medical Marketing Leadership
23. Messaging Evolves From Positioning
Positioning Messaging
What the company wants its target How the company communicates the
audience (customers) to think about the positioning to the target audience
brand (customers)
Internal External
A good positioning statement needs A good message needs to be a good story…
to be…
• Attention-Getter
• Credible
• Benefit
• Unique and differentiating
• Reason to Believe
• Clinically relevant
• Obstacle Handlers
• Motivating
• Close
• Enduring
Ideally, there should be one There can be separate messages to
unified, global “umbrella” different audience segments (e.g., high
brand positioning vs. low users, customers with different
needs, different product lines and/or
channels)
23
Joe Doyle | Medical Marketing Leadership
24. KOLs – Clinical Messages/Dissemination
• Input on core positioning and establish a target product profile
• Sort thru and prioritize the clinical evidence and economic outcome data
that currently exists that supports the target product profile
Ad Boards • Identify the gaps and establish a plan to fill them
• Review articles, roundtable discussions, supplements, clinical
monographs, case histories, letters to the editor
• Original research articles
Publications • Guideline recommendations
& Material • Educational Slide decks
• Congress Symposia or Podium Presentations
• Clinical Preceptorships
Peer-to- • Webinars
Peer
• Speakers Bureaus
Education
Joe Doyle | Medical Marketing Leadership
25. Brand Development - Creative
Concepts
Develop brand Market research:
contain a key
personality • Differentiating
visual
and several • Motivating and
element, icon,
creative visual memorable
headline, subh
alternatives • Credible and
eads and a
relevant
tagline
Expresses the Capture the different ways that Essential to ensure you
character and we can verbally and visually select the strongest
benefits of the communicate the essential concept to communicate
brand points of the brand to audiences with your audience
Joe Doyle | Medical Marketing Leadership
26. Neuland Laboratories
CORPORATE BRANDING CASE
STUDY: EXAMPLE OF CREATIVITY
26
Joe Doyle | Medical Marketing Leadership
27. Brand Overview
Situation:
Vision / Laboratories is an India based API, Contract Manufacturing and other
Neuland
Neuland Laboratories extensive scientific, manufacturing and drug
Objective
Essential Drug Discovery & Development Provider to the Global Pharma Market
discovery & development resources helps their customers thrive
Our goals were to position Neuland Laboratories on the strength it brings to its
in the competitive pharma arena.
customers today and tomorrow as it broadens its services, create a new and distinct
corporate brand identity based on this positioning and to effectively communicate this
Positioning via core promotional tactics. experience, insight and vision to provide
brand identity Only Neuland has the
Statement customized, end-to-end drug discovery, effective formulation, and
clinical services solutions that enables their clients reduce the inherent
risks of commercialization and further secure their competitive edge.
Personality
Problem Solver Scientific Partner
Joe Doyle | Medical Marketing Leadership
32. Integrated Strategic Roadmap to Success
Where are Strategic Imperatives Where do
You? ------------------------- You Want
Business Impact Brand Development Clinical Leadership
To Be?
Situation Positioning Marketing Vision,
Analysis The Unique Core Promise Goals & Objectives
• Market
• Company/Product Messaging
• Competition The Compelling Story
• Target Audience
- Segmentation
- Needs Brand Identity
- Beliefs & Behaviors
The Perception
SWOT
Consistency Across Tactical Channels
Key Issues KOL Brand Congress &
Education,
Activities Publications Promotion Trade Shows
32
Joe Doyle | Medical Marketing Leadership
33. Have a bias
toward action.
Let’s see
something
happen now!
Indiria Ghandi
34. Three Steps Toward the Future
3
• Elevate your brand
Penetrate • Fortify leadership position
international
markets • Develop a global platform
Joe Doyle | Medical Marketing Leadership
35. Deliverable and Key Areas of Focus
Deliverable:
Develop and launch a focused, actionable global integrated tactical
marketing & sales plan to grow brand penetration and share in select high
growth country markets
Areas of Focus:
• Innovation Leader - providing better patient outcomes
• Scientific Data Development and Education- Propose specific investments in
countries or institutions via specific clinical studies. Invest in patient
education programs for physicians and nurses using regional KOLs
• Reimbursement Economics - outline funding available in specific country
markets as well as individual product reimbursement opportunities. Propose
specific economic studies that can be conducted for a specific country or
institution
Joe Doyle | Medical Marketing Leadership
36. A Global Actionable Platform
Demonstrate Leadership in Four Areas
• Unparalleled objective studies by researchers around the world demonstrate the
clinical advantages of its innovative technologies
Science
• Portfolio of clinically-proven systems unsurpassed in innovation, performance and
patient safety
Systems
• Provide patient care solutions by giving health care providers the flexibility to
configure systems for the information they need to optimize clinical decision-making
Solutions and reduce costs
• Go beyond the traditional customer service & technology support and educational
programs by offering truly unique risk share programs
Support
Joe Doyle | Medical Marketing Leadership
37. Three Steps Toward the Future
3
Penetrate
international
2 markets
Re-invigorate the brand
1
Conduct a strategic review
Joe Doyle | Medical Marketing Leadership
38. . . . this nation
should land a man
on the Moon and
return him safely to
the Earth.
John F. Kennedy
