Pharmaceutical Branding Strategies: Thought leader perspectives on brand building, effective communication and future brand models

Pharmaceutical branding describes the process whereby companies attempt to transform an active chemical compound into a recognizable package of associated brand values; these values, such as effectiveness, safety, trust and other more emotional associations, have become increasingly important levers through which pharmaceutical marketers can look to achieve greater market share and loyalty in an evermore competitive market space. Pharmaceutical branding efforts impact on a range of related strategies, including brand name development, Rx-to-OTC switching, DTC marketing, PR and corporate communications. Rather than present a generalized summary of current perspectives in pharmaceutical branding strategies, this report brings together the different views found from across the industry, presented directly from the experiences of leading experts in the field. The report contains the views of ten experts drawn from across different sectors of the branding arena, including industry product and marketing managers, advertising agency executives and management consultants. In an attempt to shed light on the future direction of this dynamic topic, Pharmaceutical Branding Strategies provides a unique window into the perspectives and experiences of those leaders at the forefront of shaping that future.
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Pharmaceutical branding strategies
Executive Summary 10
Introducing pharmaceutical branding strategies 10
Building pharmaceutical brands 11
Communicating pharmaceutical brands 12
Alternative brand models 13
The future of pharmaceutical branding 14

Chapter 1 Introducing pharmaceutical branding strategies 16
Summary 16
Introduction 17
Report outline 18
Introducing pharmaceutical branding strategies 18
Building pharmaceutical brands 19
Communicating pharmaceutical brands 19
Alternative brand models 19
The future of pharmaceutical branding 19
Profiles of contributors 20
Joe Carofano, General Manager, CCA Advertising 20
Jeff Daniels, Strategic Branding Consultant 21
Karen Friedman, Karen Friedman Enterprises 22
David Griffith, President, Sparkiting Solutions LLC 23
Max Jackson, President, Publicis Healthcare Group International Division 24
E.M. Kolassa, Managing Partner, Medical Marketing Economics LLC 25
Rebecca Robins, Global Marketing Director, Interbrand Wood Healthcare 26
David L. Stern, Executive Vice President, Metabolic Endocrinology, Serono
Inc 26
David Wood, CEO, Interbrand Wood Healthcare 27
Lydia Worthington, Vice President, Managing Director of Healthcare,
BuzzMetrics 28
Pharmaceutical brands: state of the pharmaceutical brandscape 29
The importance of pharmaceutical brands 29
Brand versus message 31
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Global versus local 31
Current trends in pharmaceutical branding 32
Direct-to-consumer advertising 33
The future of pharmaceutical brands 33
Successful pharmaceutical branding 34

Chapter 2 Building pharmaceutical brands 36
Summary 36
Introduction 37
Understanding the nature of pharmaceutical markets: building brands
through evidence-based marketing 38
Why pharmaceutical markets are different 38
Response to medical need 39
Learned intermediary 40
Guidelines and protocols 42
Experience goods 42
Negative goods 43
Fixed product features 44
Restricted pharmaceutical marketing 45
Evidence-based marketing 46
Conclusion 49
Building global brands: a new challenge for the pharmaceutical industry 50
The importance of global branding 50
The value of global brands to key stakeholders 51
Pharmaceutical global branding to date 51
Key challenges of global branding 52
Delivering global brands 54
Corporate branding 55
Launch phase coordination 56
Communicating to different audiences 56
Current best practices 57
A cautionary tale 58
The future of global brands 59
Brand matters: the lingua franca of pharmaceutical brand names 60
Introduction 60
The value of a good name 62
An art and a science 64
A global currency: namer beware! 70
Summary 73
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Chapter 3 Communicating pharmaceutical brands 78
Summary 78
Introduction 79
Pharmaceutical public relations: the impact of corporate
communications on brands 80
The importance of effective PR 80
Impact of media communications on pharma brands 81
Best practice communication 82
Media messages 84
Maintaining credibility in a crisis 85
Crisis management 85
Improving PR efforts 90
Word of mouth: the new frontier for patient insights and communication 91
Word of mouth: an influential force in patients’ lives 91
The internet becomes a major catalyst of patient word of mouth 92
Pharma companies tap into online word of mouth 92
Word of mouth strategy: five guiding principles for pharma marketers 93
Into the future: word of mouth an untapped opportunity 96
Crisis buzz: tracking reactions to drug trials gone bad 97

Chapter 4 Alternative brand models 100
Summary 100
Introduction 101
Promise-centric versus product-centric branding: creating a meaningful
pharmaceutical brand 102
The state of pharmaceutical branding 102
A promise is central to successful brands 103
Integrating communication around the promise 103
Identifying the product-centric approach 108
A review of pharmaceutical products 109
Promise-centric branding and relational buyer behavior 114
Planning brand communication with the relational buyer behavior model 116
Brand communication pitfalls 118
Focusing the brand for success 118
Brand dynamics: coordinating brand efforts across different touchpoints,
geographies and lifecycle stages 119
Managing brand dynamics 119
Defining Core Brand Dynamics 121
Combining a brand’s core function and core user need to define its Core
Utility 122
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The Core Evaluative dynamic 123
Determination of the Core Brand Value 124
Facilitating common understanding across brand marketing teams 136
A coordinated brand model 136
Final point: lifecycle branding 137
Corporate branding: building franchises of product brands 140
Destroying product brands 140
Corporate branding 142
Corporate brands 143
Franchise brands 144
Line extensions 145
Corporate versus product branding 146
The future of branding 147

Chapter 5 The future of pharmaceutical branding 150
Summary 150
Introduction 151
A shift in the branding model: building sustainable brand equity in a
commoditized market 152
Brand evolution 152
Brand revolution 152
A new model of information sharing 154
An image crisis 154
Brand conversion 155
Creating a sustainable halo effect 155
Intellectual meets emotional 157
Brand values 158
The future of branding: the new healthcare model 159
Critical success factors: building and communicating winning brands 160
Building pharmaceutical brands 160
Communicating pharmaceutical brands 161
Alternative brand models 162
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Table 2.1: Pharmaceutical brand names beginning with Z, October 2005 65
Table 3.2: Percentage of messages mentioning statin brands 98
Table 4.3: Review of pharmaceutical brand promises (1) 110
Table 4.4: Review of pharmaceutical brand promises (2) 111
Table 4.5: Review of pharmaceutical brand promises (3) 112
Table 4.6: Review of pharmaceutical brand promises (4) 113



Figure 2.1: Examples of Viagra’s ‘blue pill’ branding (left) and the use of the color purple by Prilosec and Nexium (right) 58
Figure 2.2: The AA encoding in the angiotension antagonist brands Hyzaar and Cozaar 67
Figure 2.3: Zavesca – combining brand name, supporting nomenclature, messaging and brand graphics 69
Figure 3.4: Examples of GSK’s corporate campaign in UK, centered around ‘science with a conscience’ 83
Figure 3.5: Zocor sentiment before and during test result announcement 98
Figure 4.6: Promise-centric versus product-centric branding 107
Figure 4.7: Promise-centric and relational buyer behavior 115
Figure 4.8: Brand Utility (conjoined expression of Function and Need) is determined by the actual Core Function of the brand and the Core User Need it satisfies 122
Figure 4.9: Rational brand dynamic (Core Function), emotional brand dynamic (Core User Need) and evaluative brand dynamic (Core Evaluator) combine to define the Evaluated Utility (or Core Brand Value) 124
Figure 4.10: Brand Analysis model – facilitates the audit of all rational and emotional dynamics of a given brand, and distillation of these to extract a meaningful and enduring promotional platform 126
Figure 4.11: The highly complex, time consuming and costly stages between the initial idea for a new product and it actually being available in the pharmacy 138
Figure 4.12: Examples of brand switching strategies: Prilosec to Nexium (2000-05) and Prozac to Cymbalta (2003-05) 141
Figure 4.13: Example of franchise branding: Novartis’ “BP Success Zone” website 145
Figure 5.14: Examples of BMS’ campaign with Lance Armstrong (left) and GSK’s commitment to corporate responsibility and access to essential medicines (right) 156
Figure 5.15: Examples of Amgen’s commitment to human science (left) and J&J’s legacy as a trusted consumer brand (right) 158
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