The document outlines a strategy to create a forum for lady doctors in neurology and psychiatry to connect with the pharmaceutical company Lupin. It proposes establishing an exclusive club called "Lupin La Femme" that would provide networking opportunities, recognition, and rewards for lady doctors. The goal is to position Lupin as understanding the challenges lady doctors face in balancing their careers and personal lives, and to build long-term relationships through an ongoing program of communication, gifts, and events.

1. LUPIN: THE LADY DOCTOR ‘ LEAN ON ME’

2. BRIEF To create a forum/ platform for Lupin amongst the lady doctors in the field of neurology and psychiatry To make them aware that Lupin understands the nature of their committment

3. To enable them to feel that here is a company that understands the pressures and sacrifices of this speciality Especially that of a lady who has to multitask as well as bear the burden of this emotionally depleting profession

4. DELIVERABLES Ideas that can be incorporated by the team that will be clutter breaking and in keeping with the mindspace of the lady doctor. 360 degree ideas

5. STRATEGIC PLATFORM Utilize the key understanding that this lady is accustomed to multitasking but nevertheless must feel the pressure To leave her with the belief that Lupin is a company that understands and appreciates the level of her commitmment

6. STRATEGY : CONTD To build a relationship with the lady on the platform of mutual respect and appreciation To felicitate her on an ongoing basis To strengthen the bond and build a lasting rapport To reinforce her belief that Lupin literally means “ Lean on me ”

7. CREATIVE STRATEGY Use loosely the analogy of “Durga” with 10 hands to highlight the various roles a woman plays in today’s tough world. The multitasker has to deliver 100% on several levels and the stress factor mercury is constantly rising

8. CREATIVE STRATEGY CONTD: Having to perform as wife , mother, daughter , daughter in law runs parallel to her profession. None can be sideshifted None can have precedence over the others.

9. CREATIVE STRATEGY CONTD: In all of this she herself is getting shortchanged There is no one to take care of her or her needs Most times , she is “unfulfilled” Being Indian does not believe that she has the right to ask for attention

10. CREATIVE STRATEGY CONTD There exisits a need gap here wherein Lupin can be positioned more than just another pharma company who is talking pharmacology. Lupin can be seen as a partner in her struggle to maintain a balance and achieve the optimum

11. CREATIVE STRATEGY CONTD Attain and accomplish the optimum for her nuclear family , her extended family , her patients as well as her social committments

12. CREATIVE PLATFORM To create a forum , a gathering place , a club of these lady doctors This will not be a physical space , but a conceptual one One that will help them network amongst those like her

13. CREATIVE PLATFORM A mindspace that will enrich and nourish her needs . For eg: an online network where she can talk of her latest successful case or share opinions and views amongst her peers

14. CREATIVE PLATFORM Or an annual get together with her peer group [ladies] from across the country where the entire emphasis will be on their indulgence : literally a reward for the long hard year A time to call her own and to share experiences

15. CREATIVE PLATFORM To make plans for the next year where the sharing can be more than just emotional. But also professional , where Lupin can create an environment where they can speak and be heard

16. RESEARCH DATA: [re : women] Evolving role definition within and without the home All her senses engaged EQ is her life code Leadership based on harmony

17. RESEARCH DATA Life no longer only about balancing , but about over filling the glass She needs facilitation, not delegation Not escape but empowerment High stress ,she needs nurturing to avoid stress showing through

18. RESEARCH DATA She feels “I do so much , I deserve more” Need to recognize her unique success Sphere of admiration needs widening

19. CREATIVE RENDITION Create a club, a round table which they will be a part of Name this entity in a way that captures the true essence of Lupin’s effort Design a logo that immediately brings to mind a “sisterhood”

20. CREATIVE RENDITION Tactile ideas that will be out of the box and will lock in to the personna of the lady doctor Make her believe that Lupin is not just a vendor , but can be her facilitator in coping

21. ALTERNATE NAMES FOR THE CLUB LA FEMME WOMAN OF SUBSTANCE THE RUBICON GODDESS ALPHA LADY SUPER-WOMAN WOMAN WARRIOR

22. 360 DEGREE IDEAS Make the club so exclusive that entry will be coveted Pre hype , pre sell the exclusif angle Drip feed the benefits that will be made available via the rep visits at least 2 months in advance to intrigue her

23. 360 : contd Name the club , but also invite her to give her suggestions , so she feels ownership Run a contest for naming . Winner gets a personal music system[costs as little as 3000 rs these days.] Winner name to be published in medical journal

24. 360 : contd PR type write up in all medical publications to whip interest level in the activity . Raise perception of club This will ensure that the ladies who are finally in the club will feel they have achieved something very worthwhile.

25. 360… Once the club is named. Unveil the logo with fanfare Send personal , exclusively designed invites to the unveiling. Even if no one actually comes, you will have generated awareness

26. Once the logo and card are in place , start sending weekly mini newsletter type booklet This booklet will contain only lady specific info. For eg : new perfume launch in India. New line of luggage.Or new bank scheme only for ladies.

27. 360.. Most of this info can be available online at no cost Most of these can be tied up with the various marketing heads of the organizations.For eg: HSBC for bank Make these booklets so juicy that they will await them eagerly.

28. 360.. They could contain free coupons for spas, VLCC, Kaya clinic, or even Forest essentials Each booklet , monthly or fortnightly can be on the lines of a loyalty programme .If you read and write back , there is a free gift or offer This will ensure better lock in with the lady and her association will be voluntary

29. 360 Ask the most well known amongst them to host a column .Answer q&A from peers Or have a overseas resource do a q&a column. Must be a lady Lady guest column: for beauty, clothes, spa, personal products, new cell phone launches, new cars etc.

30. Once the club is established, conduct an annual or bi annual function in a spa/ resort where they can actually relax. No seminars, no lectures. Just an introductory and farewell Lupin address . Maybe have skin and hair clinics conducted for free advice by L’Oreal or Lakme etc

31. Gifts to the ladies must at all times be perceived as “enablers’ to enhance their lives. For eg: digital diaries.Ipods/mp3 players,women’s watches of a well known brand. If gifts are for indulgence then it must be entry level diamonds from Tanishq,[start at 3500 rs] kaya facials, luxury handbag etc

32. CREATIVE COMMUNICATION The language will be unhurried, calm and elegant The copy will reiterate Lupin’s understanding of her pressure cooker life and her need for mindspace that allows her own personal growth and indulgence.

33. CREATIVE COMMUNICATION : CONTD: The use of colours and design must reflect the elegance of the recepient as well as her profile in age etc A seal with the logo and the lady’s name can be given to her as a bronze plate to be affixed to her clinic door.” Dr… of the Lupin La Femme Club”

34. SUMMATION Sticky eyeballs need constant nurturing . This can fly if the momentum is maintained and the ladies begin to believe that Lupin understands their needs.

35. 360..