SlideShare a Scribd company logo
1 of 60
Download to read offline
© 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
© 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
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 3
Facilitating impact:
Communication that inspires
customers to take action
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 4
You get traction
You take advantage of
market opportunities
Results
© 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 …
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 6
Customer
Company Competitor
Strategic Triangle
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 7
- Customers
- Competitors
- Macro economic forces
Outside Your Control
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 8
Your Communication
What
How fast
What You Control
Your Products Technology
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 9
Contribute toward one goal:
Common "cause" or "purpose"
Cooperate with Colleagues
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 10
Provide Value
Help customers make better
decisions - and highlight
the role of your products
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 11
Value to the company
Turn science into sales
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 12
… better than the competitors
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 13
while staying within the
regulatory labeling and
legal framework
Borders
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 14
Legal Aspects
© 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."
© 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
© 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.
© 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"
© 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
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 20
"Implicit Claims"
Fact
Explicit
Implicit
© 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.
© 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.
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 23
Hallmarks of a good claim?
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 24
Vision
Mission
Slogan
Catchphrase
Tagline
Company motto
Advertising phrases
Terminology
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 25
Attributes or
Features or
Characteristics
Claim
You improve the
client's condition …
Message
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 26
Solution
Value
Benefit
Advantage
You profit from …
A Claim Contains
Explicitly or implicitly
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 27
Trust
Confidence
Reliability
Claim and Company Image
© 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
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 29
Scientific data
Customer needs
Distil
Claim
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 30
  
 

Dr. Umbach & Partner, 2005
A Constellation of Data …
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 31
We Interpret
  
 

Dr. Umbach & Partner, 2005
the constellation of data
and give them meaning
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
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 33
Keep it short and simple
Kiss
Be brief
Keep it short and sharp …
© 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!
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 35
What's-In-It-For-Me
Syndrome
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 36
How is the customer better off?
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 37
… due to …
… thanks to …
… based on …
"Reason why"
Validation / Substantiation
© 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)
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 39
Quick Thinking
Fast Action
Speed
Winning in the market place
© 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
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 41
"Do more with less
and do it faster."
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 42
The world is moving fast
and does not consider
internal approval procedures
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 43
"If you are slow,
you will be late to the party"
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 44
- quick
- nimble
- flexible
- dynamic
"agile"
Advantageous
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 45
Developing and
Approving Claims
© 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
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 47
Two Directions
Combining evidence with claims
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 48
Numbers, Tables …
Scientific Data Claim
Make
Meaning
© 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.
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 50
Keep things as simple
as possible.
Personal Recommendation
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 51
No time
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 52
How important is this to you?
© 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
© 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?
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 55
Part of Project Management
"Jour fixe"
"Regular Review Meetings"
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 56
"Deadline Dragon"
Who is guiding the process?
Who is the coordinator?
Mentor
© 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
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 58
Positive
Cooperative
Optimistic
Helpful Attitude
© 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
© 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

More Related Content

Similar to Product Claims and Brand Messages

SKIM Consumer Health
SKIM Consumer HealthSKIM Consumer Health
SKIM Consumer Health
SKIM
 

Similar to Product Claims and Brand Messages (20)

UBC Phar400 Business Plan Essentials-20Sept2013
UBC Phar400 Business Plan Essentials-20Sept2013UBC Phar400 Business Plan Essentials-20Sept2013
UBC Phar400 Business Plan Essentials-20Sept2013
 
2 . the relevance of entrepreneurship in pharmaceutical services
2 . the relevance of entrepreneurship in pharmaceutical services2 . the relevance of entrepreneurship in pharmaceutical services
2 . the relevance of entrepreneurship in pharmaceutical services
 
SKIM Consumer Health
SKIM Consumer HealthSKIM Consumer Health
SKIM Consumer Health
 
Bernard Aschwanden - Diversify Your Content Ecosystem
Bernard Aschwanden - Diversify Your Content EcosystemBernard Aschwanden - Diversify Your Content Ecosystem
Bernard Aschwanden - Diversify Your Content Ecosystem
 
Tendensdagen 2010 kay plantes
Tendensdagen 2010 kay plantesTendensdagen 2010 kay plantes
Tendensdagen 2010 kay plantes
 
Quantifying & Capturing Value In the Age of Healthcare Reform
Quantifying & Capturing Value In the Age of Healthcare ReformQuantifying & Capturing Value In the Age of Healthcare Reform
Quantifying & Capturing Value In the Age of Healthcare Reform
 
Multi Channel Marketing (MCM)
Multi Channel Marketing (MCM)Multi Channel Marketing (MCM)
Multi Channel Marketing (MCM)
 
New Financial And Performance Metrics For Healthcare Industry From Brian Walker
New Financial And Performance Metrics For Healthcare Industry From Brian WalkerNew Financial And Performance Metrics For Healthcare Industry From Brian Walker
New Financial And Performance Metrics For Healthcare Industry From Brian Walker
 
UBC Phar400-Business Plan Essentials 1.5 6Feb2015
UBC Phar400-Business Plan Essentials 1.5 6Feb2015UBC Phar400-Business Plan Essentials 1.5 6Feb2015
UBC Phar400-Business Plan Essentials 1.5 6Feb2015
 
Justin Graham, Chief Innovation Officer, HEARST
Justin Graham, Chief Innovation Officer, HEARSTJustin Graham, Chief Innovation Officer, HEARST
Justin Graham, Chief Innovation Officer, HEARST
 
Five strategies to acquire new ideal clients in a tough economy
Five strategies to acquire new ideal clients in a tough economyFive strategies to acquire new ideal clients in a tough economy
Five strategies to acquire new ideal clients in a tough economy
 
Beyond Marketing Roi 1
Beyond Marketing Roi 1Beyond Marketing Roi 1
Beyond Marketing Roi 1
 
Sample Employer Health Plan Proposal
Sample Employer Health Plan ProposalSample Employer Health Plan Proposal
Sample Employer Health Plan Proposal
 
Creating an Actionable Roadmap for Company Growth
Creating an Actionable Roadmap for Company Growth Creating an Actionable Roadmap for Company Growth
Creating an Actionable Roadmap for Company Growth
 
SPI Insight: Taking the Pulse of Big Changes in Healthcare Sales
SPI Insight: Taking the Pulse of Big Changes in Healthcare SalesSPI Insight: Taking the Pulse of Big Changes in Healthcare Sales
SPI Insight: Taking the Pulse of Big Changes in Healthcare Sales
 
Career Options for Pharmacists in the Industry (Singapore)
Career Options for Pharmacists in the Industry (Singapore)Career Options for Pharmacists in the Industry (Singapore)
Career Options for Pharmacists in the Industry (Singapore)
 
Pharma "beyond the pil" - master class in St.Petersburg
Pharma "beyond the pil" - master class in St.PetersburgPharma "beyond the pil" - master class in St.Petersburg
Pharma "beyond the pil" - master class in St.Petersburg
 
State Farm presentation at the Chief Analytics Officer Forum East Coast USA (...
State Farm presentation at the Chief Analytics Officer Forum East Coast USA (...State Farm presentation at the Chief Analytics Officer Forum East Coast USA (...
State Farm presentation at the Chief Analytics Officer Forum East Coast USA (...
 
Pharma new bus model St Petersburg Russia
Pharma new bus model St Petersburg RussiaPharma new bus model St Petersburg Russia
Pharma new bus model St Petersburg Russia
 
UBC Phar400-Business Plan Essentials 3Oct2014
UBC Phar400-Business Plan Essentials 3Oct2014UBC Phar400-Business Plan Essentials 3Oct2014
UBC Phar400-Business Plan Essentials 3Oct2014
 

More from Günter Umbach, MD

More from Günter Umbach, MD (16)

Building Successful Brands: Strategy and Tips
Building Successful Brands: Strategy and TipsBuilding Successful Brands: Strategy and Tips
Building Successful Brands: Strategy and Tips
 
Communication Skills For Medical Experts: Great Presentations
Communication Skills For Medical Experts: Great PresentationsCommunication Skills For Medical Experts: Great Presentations
Communication Skills For Medical Experts: Great Presentations
 
MSL Erfolgskriterien für Medical Science Liaison
MSL Erfolgskriterien für Medical Science LiaisonMSL Erfolgskriterien für Medical Science Liaison
MSL Erfolgskriterien für Medical Science Liaison
 
Speaker Training Medical Scientific Experts
Speaker Training Medical Scientific ExpertsSpeaker Training Medical Scientific Experts
Speaker Training Medical Scientific Experts
 
Zusammenarbeit mit Experten und Meinungsbildnern
Zusammenarbeit mit Experten und MeinungsbildnernZusammenarbeit mit Experten und Meinungsbildnern
Zusammenarbeit mit Experten und Meinungsbildnern
 
Aussendienst training tipps-slideshare
Aussendienst training tipps-slideshareAussendienst training tipps-slideshare
Aussendienst training tipps-slideshare
 
Gute Überschriften schreiben
Gute Überschriften schreibenGute Überschriften schreiben
Gute Überschriften schreiben
 
Effektive Texte schreiben: Erfolgreich durch Sprache
Effektive Texte schreiben: Erfolgreich durch SpracheEffektive Texte schreiben: Erfolgreich durch Sprache
Effektive Texte schreiben: Erfolgreich durch Sprache
 
Content marketing
Content marketingContent marketing
Content marketing
 
Effektive Newsletter Tipps
Effektive Newsletter TippsEffektive Newsletter Tipps
Effektive Newsletter Tipps
 
Social-Media-Pharma-Tipps
Social-Media-Pharma-TippsSocial-Media-Pharma-Tipps
Social-Media-Pharma-Tipps
 
Effective Communication
Effective CommunicationEffective Communication
Effective Communication
 
Effektive Kommunikation
Effektive KommunikationEffektive Kommunikation
Effektive Kommunikation
 
Worte mit Wirkung
Worte mit WirkungWorte mit Wirkung
Worte mit Wirkung
 
Wissenschaftliche Diagramme optimieren
Wissenschaftliche Diagramme optimierenWissenschaftliche Diagramme optimieren
Wissenschaftliche Diagramme optimieren
 
Onlinekurs Diagramme Optimieren
Onlinekurs Diagramme OptimierenOnlinekurs Diagramme Optimieren
Onlinekurs Diagramme Optimieren
 

Recently uploaded

WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Magetan
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di MagetanWA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Magetan
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Magetan
infoobataborsi24
 
Licença Lotter Pro - Conheça o Certificado Oficial da Licença Lotter Pro.pdf
Licença Lotter Pro - Conheça o Certificado Oficial da Licença Lotter Pro.pdfLicença Lotter Pro - Conheça o Certificado Oficial da Licença Lotter Pro.pdf
Licença Lotter Pro - Conheça o Certificado Oficial da Licença Lotter Pro.pdf
Lotter Pro Brasil
 
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Sampang
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di SampangWA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Sampang
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Sampang
infoobataborsi24
 
Top Abortion Clinic in Muscat +918761049707!!!!!!!!!!! Get Cytotec kit availa...
Top Abortion Clinic in Muscat +918761049707!!!!!!!!!!! Get Cytotec kit availa...Top Abortion Clinic in Muscat +918761049707!!!!!!!!!!! Get Cytotec kit availa...
Top Abortion Clinic in Muscat +918761049707!!!!!!!!!!! Get Cytotec kit availa...
ahmedjiabur940
 
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Pasuruan
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di PasuruanWA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Pasuruan
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Pasuruan
infoobataborsi24
 
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
Victoria Olsina
 
Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...
Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...
Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...
Spesialis Kandungan Resmi BPOM
 

Recently uploaded (20)

WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Magetan
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di MagetanWA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Magetan
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Magetan
 
Flyers, posters, booklets and brochures-3 (6).pptx
Flyers, posters, booklets and brochures-3 (6).pptxFlyers, posters, booklets and brochures-3 (6).pptx
Flyers, posters, booklets and brochures-3 (6).pptx
 
Licença Lotter Pro - Conheça o Certificado Oficial da Licença Lotter Pro.pdf
Licença Lotter Pro - Conheça o Certificado Oficial da Licença Lotter Pro.pdfLicença Lotter Pro - Conheça o Certificado Oficial da Licença Lotter Pro.pdf
Licença Lotter Pro - Conheça o Certificado Oficial da Licença Lotter Pro.pdf
 
Influencer Marekting Trends- Where the creator economy is going in in 2024
Influencer Marekting Trends- Where the creator economy is going in in 2024Influencer Marekting Trends- Where the creator economy is going in in 2024
Influencer Marekting Trends- Where the creator economy is going in in 2024
 
Beyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
Beyond Silos: How Holistic B2B Digital Strategy Drives PipelineBeyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
Beyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
 
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Sampang
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di SampangWA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Sampang
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Sampang
 
The Majestic Salar de Uyuni A Natural Wonder of Bolivia.pptx
The Majestic Salar de Uyuni A Natural Wonder of Bolivia.pptxThe Majestic Salar de Uyuni A Natural Wonder of Bolivia.pptx
The Majestic Salar de Uyuni A Natural Wonder of Bolivia.pptx
 
Digital marketing guide complete guide for beginners
Digital marketing guide complete guide for beginnersDigital marketing guide complete guide for beginners
Digital marketing guide complete guide for beginners
 
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...
 
Top Abortion Clinic in Muscat +918761049707!!!!!!!!!!! Get Cytotec kit availa...
Top Abortion Clinic in Muscat +918761049707!!!!!!!!!!! Get Cytotec kit availa...Top Abortion Clinic in Muscat +918761049707!!!!!!!!!!! Get Cytotec kit availa...
Top Abortion Clinic in Muscat +918761049707!!!!!!!!!!! Get Cytotec kit availa...
 
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Pasuruan
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di PasuruanWA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Pasuruan
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Pasuruan
 
Generating Leads with Analyst Content Webinar Slides_SJN Final.pdf
Generating Leads with Analyst Content Webinar Slides_SJN Final.pdfGenerating Leads with Analyst Content Webinar Slides_SJN Final.pdf
Generating Leads with Analyst Content Webinar Slides_SJN Final.pdf
 
Tea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdf
Tea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdfTea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdf
Tea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdf
 
Key Social Media Marketing Trends for 2024
Key Social Media Marketing Trends for 2024Key Social Media Marketing Trends for 2024
Key Social Media Marketing Trends for 2024
 
5 Benefits Of Using Digital Marketing.pptx
5 Benefits Of Using Digital Marketing.pptx5 Benefits Of Using Digital Marketing.pptx
5 Benefits Of Using Digital Marketing.pptx
 
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
 
youtube_marketing_partner_vling_service_introduction
youtube_marketing_partner_vling_service_introductionyoutube_marketing_partner_vling_service_introduction
youtube_marketing_partner_vling_service_introduction
 
Rhys Cater, Precis, The future of media buying with Generative AI.pdf
Rhys Cater, Precis, The future of media buying with Generative AI.pdfRhys Cater, Precis, The future of media buying with Generative AI.pdf
Rhys Cater, Precis, The future of media buying with Generative AI.pdf
 
Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...
Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...
Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...
 
Fantasy Cricket Apps: A New Viewpoint for Online Cricket Betting Apps
Fantasy Cricket Apps: A New Viewpoint for Online Cricket Betting AppsFantasy Cricket Apps: A New Viewpoint for Online Cricket Betting Apps
Fantasy Cricket Apps: A New Viewpoint for Online Cricket Betting Apps
 

Product Claims and Brand Messages

  • 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. © 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. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 3 Facilitating impact: Communication that inspires customers to take action
  • 4. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 4 You get traction You take advantage of market opportunities Results
  • 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. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 6 Customer Company Competitor Strategic Triangle
  • 7. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 7 - Customers - Competitors - Macro economic forces Outside Your Control
  • 8. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 8 Your Communication What How fast What You Control Your Products Technology
  • 9. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 9 Contribute toward one goal: Common "cause" or "purpose" Cooperate with Colleagues
  • 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. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 11 Value to the company Turn science into sales
  • 12. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 12 … better than the competitors
  • 13. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 13 while staying within the regulatory labeling and legal framework Borders
  • 14. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 14 Legal Aspects
  • 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. © 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. © 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. © 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. © 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. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 20 "Implicit Claims" Fact Explicit Implicit
  • 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. © 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. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 23 Hallmarks of a good claim?
  • 24. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 24 Vision Mission Slogan Catchphrase Tagline Company motto Advertising phrases Terminology
  • 25. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 25 Attributes or Features or Characteristics Claim You improve the client's condition … Message
  • 26. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 26 Solution Value Benefit Advantage You profit from … A Claim Contains Explicitly or implicitly
  • 27. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 27 Trust Confidence Reliability Claim and Company Image
  • 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. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 29 Scientific data Customer needs Distil Claim
  • 30. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 30       Dr. Umbach & Partner, 2005 A Constellation of Data …
  • 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. 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. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 33 Keep it short and simple Kiss Be brief Keep it short and sharp …
  • 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. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 35 What's-In-It-For-Me Syndrome
  • 36. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 36 How is the customer better off?
  • 37. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 37 … due to … … thanks to … … based on … "Reason why" Validation / Substantiation
  • 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. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 39 Quick Thinking Fast Action Speed Winning in the market place
  • 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. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 41 "Do more with less and do it faster."
  • 42. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 42 The world is moving fast and does not consider internal approval procedures
  • 43. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 43 "If you are slow, you will be late to the party"
  • 44. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 44 - quick - nimble - flexible - dynamic "agile" Advantageous
  • 45. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 45 Developing and Approving Claims
  • 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. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 47 Two Directions Combining evidence with claims
  • 48. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 48 Numbers, Tables … Scientific Data Claim Make Meaning
  • 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. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 50 Keep things as simple as possible. Personal Recommendation
  • 51. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 51 No time
  • 52. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 52 How important is this to you?
  • 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. © 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. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 55 Part of Project Management "Jour fixe" "Regular Review Meetings"
  • 56. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 56 "Deadline Dragon" Who is guiding the process? Who is the coordinator? Mentor
  • 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. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 58 Positive Cooperative Optimistic Helpful Attitude
  • 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. © 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