This document discusses how to build powerful pharmaceutical brands. It outlines five key measures of a brand's power: clarity, distinctiveness, leadership, awareness, and familiarity. A powerful brand forms an emotional bond with doctors by coming to mind as a friend that can be relied on to help patients. While rational attributes like efficacy matter, emotional relationships where the brand is close to doctors' hearts drive prescribing. The document also categorizes different types of pharmaceutical brands and explains why some brands fail to meet their potential, such as by not generating enough awareness or having an inconsistent image.

1. Steps to
Powerful Pharmaceutical Brands
Presented By
Masum Chowdhury
Manager, SBMD
Asiatic Laboratories Ltd.
Afixime Antison Atonor Ceroxime
Alpam Eso-20 P-20 O-20
Ulsec Calpress Tenodin Animet
Arbium Lexnil Cip -500 Asilee
Asizith Cefipod Pevisia

2. Brands with real power have a distinct
and emotionally positive positioning in
Doctor’s mind.

3. • When a brand comes to mind and it
feels like a friend, it’s familiar,
predictable, reliable, and it’s going to
help when you need it, that’s a very
powerful position.
What happened …………………..
When a Brand comes to mind?

4. That Brand will give me a 1% greater
decrease in LDL……. that’s not a very
powerful hook.
What happened …………………..
When a Brand comes to mind?
If another Brand comes along and it offers a
2% greater decrease in LDL……. then
doctors are going to start using it.

5. Power of Brand
So the power for the brand comes in
building a bond, an emotional relationship
with the medical consumer (Doctor).
What’s burned in doctors’ minds is close to
their hearts, and not just their rational
side.

6. How do you measure
a Brand’s Power
Five key measures that we look at when
assessing a brand.

7. Five key measures
Clarity
Distinctiveness
Leadership
Awareness
Familiarity

8. Awareness
How many people/Doctor have heard of
your brand ?
That’s the very first step in a long
journey towards true brand power.

9. How well do people know your brand?
Familiarity
So beyond awareness, we are looking at
whether there is an in-depth understanding or
if it’s superficial.

10. How consistent are perceptions of your
brand ?
Clarity
If there is a lot of divergence in how
people think about your brand, it can’t
be a powerful brand.?

11. For a brand to be truly successful, people
have to be clear on what it’s all about.
Clarity

12. Once we have gotten past those 3 steps
then we look at Distinctiveness.
Clarity
Awareness
Familiarity

13. Is the image of the brand unique or the
same as some other medication or some
other brand ?
Distinctiveness
How differentiated are you from your
competition?
Is there an attribute or a set of attributes
that you own, such as a performance
attribute or a feeling that is distinctly yours?

14. How well are you doing on the items
that are really driving choice?
Leadership
Some attributes are nice to have, but
don’t really driving choice.
Other attributes push physicians to put
their pens to the script pads and write
your brand.

15. Leadership is how well you are
performing on those key drivers.
Leadership

16. “Branding is an emotional shortcut
between a company and its customer”

17. How your brand is performing
&
how much power it has overall

18. • There are five different types of Pharma
Brand –
Champion Brands
Unimportant Difference Brands
Unfocused Brands
Me-too Brands
Developing Brands

19. • Champion Brands that dominate in their
markets.
Champion Brands
• Champion Brands have high market
penetration and high market share
• Doctors have a strong emotional
relationship with Champion Brands

20. • Unimportant difference brands who are
distinct , but their point of
differentiation doesn’t really drive
prescribing.
Unimportant Difference Brands

21. • Unfocused brands which have an
inconsistent image in the market, and their
problem is clarity;
Unfocused Brands

22. • Me-too brands, which are clear and well
understood but they just don’t have a point
of difference.
Me-too Brands

23. • Developing brands that are just at the
stage of starting to build awareness and
familiarity.
Developing Brands

24. There’s a clear and direct relationship
between brand power and market
share.
Link brand power to market share
The correlation is very strong and
very clear.
The brands with the most powerful
positioning – with the most favorable
emotional bond with the physician –
have by far the market share.

25. Why do some brands excel and
others fail to meet their potential
?

26. Brands can fail in a number of
different ways -

27. Brands can fail by not generating
enough awareness or familiarity.
1

28. Brands can fail by not giving physicians
a consistent and clear image.
2

29. Brands can fail for lack of
differentiating advantage
3

30. Brands can fail for
Poor marketing plan
4

31. Brands can fail
when no access to market
5

32. Brands can fail
when product quality is poor
6

33. Brands can fail because lack of
Key Opinion Leader
Profiling & Development
7

34. “A brand is not simply the name of a
Pharmaceutical product but rather the
value the drug has for physicians and
their patients.”

35. Thanks