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Advice You - Brand Building Across Media Categories
You decide a particular book will be the perfect holiday gift for Uncle Joe, and you’re
surfing the web for a bookseller. Will you visit Amazon.com? Barnesandnoble.com?
Ablebooks.com? Powells.com? Addall.com? Or one of thousands of other choices?
Chances are, you won’t want to buy from a site you
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
’ve never heard of, so you zero
in on Amazon or Barnes & Noble.
Such is the power of branding.
Branded products and services stand out from the plethora of choices inundating today’s consumers. Branding gives your prospects a “shortcut” that helps them decide to select you. Want to become a reco
Such is the power of branding.
Branded products and services stand out from the plethora of choices inundating today’s consumers. Branding gives your prospects a “shortcut” that helps them decide to select you. Want to become a reco
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
nizable name within your target
market (the folks that need what you’re good at)? Building a strong brand can
accelerate that process many times over.
What is a brand? Philip Kotler, a marketing guru, says “A brand is essentially a seller’s promise to consistently deliver a specific set of featur
What is a brand? Philip Kotler, a marketing guru, says “A brand is essentially a seller’s promise to consistently deliver a specific set of featur
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
s, benefits and
services to the buyer.”
If you’re an entrepreneur, branding yourself is key Picture Donald Trump, his signature hairdo and forthright style. His brand is recognizable around the world and permeates his holdings, from buildings to casinos to his TV show.
Your personal brand inclu
If you’re an entrepreneur, branding yourself is key Picture Donald Trump, his signature hairdo and forthright style. His brand is recognizable around the world and permeates his holdings, from buildings to casinos to his TV show.
Your personal brand inclu
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
es how you look, what you say, how you say it…the
image, emotion and thoughts you invoke in others. Boost your brand by conveying a
consistent, positive message at all touch points. A touch point is every customer/
prospect interface, whether it’s via phone, networking, e-mail, your website,
spea
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
king, writing articles, giving teleclasses/webinars or in-person presentations.
Etch your brand message into the minds of your audience through frequent
communication with your target market.
Create Your Own Unique Brand
Think about what you stand for and how you want others to perceive you. Ident
Create Your Own Unique Brand
Think about what you stand for and how you want others to perceive you. Ident
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
fy
your best personality characteristics and consider these marketable assets. Then, let
your positive traits shine through. Be yourself! If you’re unsure or need help
defining your brand, ask customers and friends for feedback.
Write your mission statement, describing your talents, assets and va
Write your mission statement, describing your talents, assets and va
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
ues. Define
what’s distinctive and memorable about your brand. What will stick in someone’s
mind after they’ve met you?
Distinguish yourself through words and actions, infusing your personality into your brand. Then, promote your brand at every opportunity, making sure you communicate what make
Distinguish yourself through words and actions, infusing your personality into your brand. Then, promote your brand at every opportunity, making sure you communicate what make
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
you tick. Build brand recognition through repeated
exposure, and at each touch point, delivering a consistent message across media
channels.
Brand Building 101
The secret of branding success is, first of all, to develop a unique brand - (do one thing and do it really well) - and then boldly com
Brand Building 101
The secret of branding success is, first of all, to develop a unique brand - (do one thing and do it really well) - and then boldly com
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
municate your brand message
across all media channels.
Begin by drafting a vision statement about your goals and the destination you’re striving to reach. Articulate your value proposition – your unique offering, which includes a compelling point of difference (your unique selling proposition) th
Begin by drafting a vision statement about your goals and the destination you’re striving to reach. Articulate your value proposition – your unique offering, which includes a compelling point of difference (your unique selling proposition) th
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
t
makes you stand out from every other company.
Focus on your target audience and define your brand promise. Convey the specific image, feeling and thought you want your target audience to have about you. Ask your customers what are the top reasons that they buy from you rather than your compet
Focus on your target audience and define your brand promise. Convey the specific image, feeling and thought you want your target audience to have about you. Ask your customers what are the top reasons that they buy from you rather than your compet
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
tors.
Then, select the specific strategies you will use to reach your audience. Pound that message home in every ad, news release, communication with employees, sales call and media interview.
Consistency is the Key to Success
With consistent repetition of a persuasive selling message, customers
Then, select the specific strategies you will use to reach your audience. Pound that message home in every ad, news release, communication with employees, sales call and media interview.
Consistency is the Key to Success
With consistent repetition of a persuasive selling message, customers
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
ill think of
you and buy from you when they are faced with a buying decision and must choose
between you and your competitors.
Consistency applies to look, color, words, tone, message, offer – every aspect of
your message. If your message is inconsistent, your audience will not know what to
thi
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
nk, and won’t take the time to figure it out, let alone remember it.
Whatever your chosen media, you must be consistent in hammering your brand message. Also, ensure that your media channels are working together, consistently exposing your brand to consumers. For example, make the same offer on the
Whatever your chosen media, you must be consistent in hammering your brand message. Also, ensure that your media channels are working together, consistently exposing your brand to consumers. For example, make the same offer on the
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
web
and in your catalog.
If this seems like a lot of work, it is. But the payoff will be worth it.
Five Reasons Brand Building Benefits
1. Attract repeat sales without advertising. Loyal customers often return to strong brands without prompting.
2. Charge a premium. People will pay more for bran
If this seems like a lot of work, it is. But the payoff will be worth it.
Five Reasons Brand Building Benefits
1. Attract repeat sales without advertising. Loyal customers often return to strong brands without prompting.
2. Charge a premium. People will pay more for bran
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
s they know and trust.
3. Gain an incontrovertible business edge. Strong brands occupy a market niche that staves off competition.
4. Simplify your customer’s decision and ensure you come to mind first.
5. Build confidence and trust before the sale by promoting your message over time.
Naming – the
3. Gain an incontrovertible business edge. Strong brands occupy a market niche that staves off competition.
4. Simplify your customer’s decision and ensure you come to mind first.
5. Build confidence and trust before the sale by promoting your message over time.
Naming – the
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
Foundation of Branding
If your company is in the startup phase, take the naming process very seriously. Be clear that a name has a major impact on your company’s “memorability factor.” Is it easy to remember? Does it sum up what you do? Is it unique? The process requires more than just going to t
If your company is in the startup phase, take the naming process very seriously. Be clear that a name has a major impact on your company’s “memorability factor.” Is it easy to remember? Does it sum up what you do? Is it unique? The process requires more than just going to t
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
he U.S. Patent and Trademark Office to search available
names. It demands exploration, creativity, and focus. After all, you’re going to make
an investment in this name for the next 10 years or more.
Come up with about five available names that you like, and poll your target customers as to their
Come up with about five available names that you like, and poll your target customers as to their
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
preferences. Ask your colleagues and peers as well. Then
register that name and proceed with logo design/tag line development.
6 Components of a Good Brand
How do you know when you’re on track with your company name and branding? Here are six benchmarks:
1. Targeted–appropriate to your market and
6 Components of a Good Brand
How do you know when you’re on track with your company name and branding? Here are six benchmarks:
1. Targeted–appropriate to your market and
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
product
2. Clear–instantly communicates your message
3. Meaningful–says what’s great about your company that you can deliver on
4. Reinforces your identity–conveys your core image
5. Recognizable–stands out in the marketplace, which is aided by repetition
6. Actionable–must motivate customers to bu
2. Clear–instantly communicates your message
3. Meaningful–says what’s great about your company that you can deliver on
4. Reinforces your identity–conveys your core image
5. Recognizable–stands out in the marketplace, which is aided by repetition
6. Actionable–must motivate customers to bu
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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