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A recent PharmExec article outlines 4 key strategies for developing impactful brand narratives that capture attention and drive meaningful connections and trust. 1. Patient-Centric Stories: Focus on real patient experiences and outcomes. Create a narrative that resonates deeply with both healthcare professionals and patients. 2. Scientific Authenticity: Build credibility through transparent and evidence-based storytelling. Authentic narratives that emphasize scientific rigor enhance trust and your brand's reputation. 3. Emotional Connections: Engage with the audience on an emotional level. Pharma brands that evoke empathy and compassion create stronger connections and support. 4. Consistent and Clear Messaging: Align your narrative with your brand’s mission and values across all communications. Consistency strengthens your brand identity and builds reliability. Effective brand narratives shape perceptions and build lasting relationships! #PharmaMarketing #BrandNarrative #PatientCare #PharmaceuticalIndustry #Storytelling

LucidQuest Strategic Insights (lqventures.com) >>> Gene&Cell Therapy >> Want to make better pharma ads? Try using humor and more branding, Kantar analyst says: Pharma advertising hits the mark for news and relevance, but typically disappoints when it comes to being enjoyable. That’s according to Kantar analyst Polly Wyn Jones who recently did a deep dive report on the category after it moved up to become now the second-largest ad spending category. Pharma jumped ahead of tech brands, and although it still spends less than consumer packaged goods, the category spent an all-time high of $18 billion on advertising in 2023, according to Kantar’s former ad tracking unit Vivvix now owned by MediaRadar. It may not be surprising that pharma ads don’t score well on entertainment — health conditions can be serious — but Jones, global knowledge manager, creative and media at Kantar, said there are creative ways pharma companies can add enjoyment without being insensitive. Polly Wyn Jones “Pharma advertisers shouldn’t be scared because it’s a serious subject. There are sensitive and clever ways to do things which are just sort of lightening the mood to help get the message across,” she said. “It’s not over the top funny, it’s subtle.” She pointed to a 2023 award-winning German print ad for Milgamma about nerve damage to the feet. It shows a little girl painting her grandfather’s feet with happy faces and hearts, although he doesn’t feel it. The ad amplifies the nerve damage message “with a touch of humor, but in a sensitive way.” Along with adding lightheartedness, Jones also recommended pharma companies consider using distinctive branding devices more often. “22% of all ads have some sort of established brand device — it might be a character or cartoon figure or even a color, but it’s something when people see it, they think of your brand. But only 12% of pharmaceutical ads do,” said Jones. Branding is a weaker area for pharma, falling below average compared to other categories. Using repetitive taglines over time, sonic branding like jingles and even showing the product more often could help pharmas boost it, Jones said. #lucidquest #genetherapy #celltherapy

In my recent interview with The Enterprise World, I had the opportunity to share my perspectives on the booming skincare D2C market and the strategies that have propelled FIXDERMA INDIA PVT LTD to success. One of the key points of discussion was the growing consumer demands in the D2C market. As I explained, standing out in this saturated market is getting incredibly challenging without product differentiation. That is why we leverage our in-house manufacturing to ensure stringent quality control. With shoppers prioritizing clinically proven efficacy, we put science at the forefront. Currently, a lot of skincare or D2C brands in general are leveraging the perks of paid advertising. We do that too since it makes reaching out to a wider audience comparatively easier. However, costly social media advertising makes gaining traction difficult for new entrants. Hence, I won’t recommend any brand to solely rely on paid ads to bring customers. At FixDerma, we focus more on building strong customer relationships through user-generated content campaigns, innovative digital experiences, etc. Ultimately, I believe excellence in three areas is crucial: cost reduction, nurturing customer connections, and delivering unique value. Fixderma aims to solidify its leadership by continually enhancing these spheres. Thank you Enterprise World for taking a deep dive into my professional journey. Through the conversation, I got to revisit and reflect on my entrepreneurial journey once again.  I’ll look forward to more such exciting collaborations! #Fixderma #Fixdermaskincare #D2CInnovation

Sanofi Consumer Healthcare has undergone a remarkable transformation by embracing creativity. By shifting their approach to focus on consumer engagement and innovative storytelling, Sanofi has breathed new life into their brand, turning 'boring' into brilliant. Take a look at how this strategic pivot has not only revitalised their market presence but also strengthened their connection with consumers below. #Marketing #HealthcareInnovation #BrandTransformation #CreativityInBusiness

One Ad campaign saved the company! Want to know how? As you all know the antiseptic brand called “Dettol”. It was struggling when a new competitor, "Savlon," entered the market, boasting a simple yet powerful idea – while Dettol caused a burning sensation, Savlon did not. With sleek packaging and strong branding, Savlon quickly overshadowed Dettol. Dettol's market share reduced, prompting them to dig into the essence of the Indian mindset. After so many discussions, they devised a strategic campaign. Leveraging the notion implanted by our parents that "the one which gives more pain will give you more relief," Dettol successfully portrayed the idea that antiseptics, like medicine, might cause discomfort but are effective. This campaign, conveyed through posters and advertisements, effectively altered people's perceptions. It made them believe that if a product didn't cause pain, it wasn't working. While other businesses might opt for innovation and product changes in times of decline, Dettol chose to stay true to its product while revolutionizing its communication strategy. #adcampaigns #strategicmarketing #strategiccampaigns #adstrategy #beststategies #brandcampaign

It’s Valentine’s Day, so we wanted to share some love about our awesome new client Bionorica SE and the global social media project we’re doing together in 2024! Bionorica wanted to do something different in the pharma category, creating content that will engage their target audience (women) on a new level and increase brand awareness of their product range. An additional challenge - the need for international relevance, as all content needed to be created in English to be localized by various markets. And although pharmaceutics is a challenging industry, that’s not an issue when you hyperfocus on what the target audience needs. After all, saying things differently is what we do for B2B every day! Our idea? Being fearless in speaking the target group’s language, both in copy and in visuals and opposing the usual pharma company lingo. The core of our annual cooperation with Bionorica is creating lifestyle, humorous Instagram reels, both with actors and using animations and AI. Their goal is showing women that the issues they are facing are normal and offering them a sense of understanding, with a dash of humor for relatability. Additionally we’re providing the client with educational content such as carousels with only a subtle product placement and SEO-positioned articles. Stay tuned, we’ll share some of our work for this awesome client soon! PS: congratulations to the whole team responsible for this project 🙌 Ewa Jabłonowska Marcin Idzinski Dominika Rutkowska Piotr Jurewicz Wojtek Jezowski #b2bmarketing #b2bstorytelling #b2bvideos #socialmedia #pharmamarketing

Gene&Cell Therapy >> Want to make better pharma ads? Try using humor and more branding, Kantar analyst says: Pharma advertising hits the mark for news and relevance, but typically disappoints when it comes to being enjoyable. That’s according to Kantar analyst Polly Wyn Jones who recently did a deep dive report on the category after it moved up to become now the second-largest ad spending category. Pharma jumped ahead of tech brands, and although it still spends less than consumer packaged goods, the category spent an all-time high of $18 billion on advertising in 2023, according to Kantar’s former ad tracking unit Vivvix now owned by MediaRadar. It may not be surprising that pharma ads don’t score well on entertainment — health conditions can be serious — but Jones, global knowledge manager, creative and media at Kantar, said there are creative ways pharma companies can add enjoyment without being insensitive. Polly Wyn Jones “Pharma advertisers shouldn’t be scared because it’s a serious subject. There are sensitive and clever ways to do things which are just sort of lightening the mood to help get the message across,” she said. “It’s not over the top funny, it’s subtle.” She pointed to a 2023 award-winning German print ad for Milgamma about nerve damage to the feet. It shows a little girl painting her grandfather’s feet with happy faces and hearts, although he doesn’t feel it. The ad amplifies the nerve damage message “with a touch of humor, but in a sensitive way.” Along with adding lightheartedness, Jones also recommended pharma companies consider using distinctive branding devices more often. “22% of all ads have some sort of established brand device — it might be a character or cartoon figure or even a color, but it’s something when people see it, they think of your brand. But only 12% of pharmaceutical ads do,” said Jones. Branding is a weaker area for pharma, falling below average compared to other categories. Using repetitive taglines over time, sonic branding like jingles and even showing the product more often could help pharmas boost it, Jones said. #lucidquest #genetherapy #celltherapy

New Beginnings at CureMD 🚀 I'm excited to share that I’ve joined CureMD as a Branding Associate, marking the beginning of a new chapter where I aim to contribute to a brand that is pushing the boundaries of healthcare innovation. From day one, I’ve been captivated by the company’s commitment to transforming healthcare through technology and its forward-thinking culture. The onboarding experience has been truly insightful, and I want to extend a sincere thank you to Faizan Moazzam, Noor Uddin khan, and Palwasha for making the process both engaging and seamless. Your guidance has been instrumental in setting the tone for the journey ahead. A Thoughtful Perspective: In today’s fast-evolving world, branding goes beyond aesthetics—it's about crafting a narrative that resonates deeply with your audience. At CureMD, I’ve already witnessed how a well-defined brand identity can not only elevate customer experience but also foster a genuine connection with those we aim to serve. For instance, CureMD's focus on simplifying healthcare through cutting-edge technology allows the brand to be more than just a service provider—it becomes a trusted partner in people's health journeys. That being said, I look forward to contributing to CureMD’s mission and helping the brand reach new heights. Here's to an exciting future ahead!

A few hours into #cosmoprofna and loving the wide variety of insights (and validations) being graciously shared by speakers. Quick notes from the E2E Integrated Innovation session with members of Clinique’s product and packaging team: 💡Dev teams on skincare, for example, get inspiration from everywhere - from watching the Food Network and seeing an ingredient with a unique texture 💡Brand teams experience challenges just like any other team as there are so many points where things can go wrong - it’s important to be a partner that alleviates the pain (even if you caused it!) along the long ~18-month innovation journey 💡If it’s already trending on TikTok, it’s too late - pay attention to the “percolating sounds” to be ahead of the curve Aside from maybe the TikTok tidbit, this is all applicable whether in a B2C or B2B landscape. The North Star is always “Consumer Experience” for the innovative brands that succeed.

Medical affairs communications programs are evolving, and a holistic approach to providing personalized educational and scientific content is critical to sustaining valuable relationship with stakeholder audiences. If you haven't already, read our white paper to learn how Lumanity’s Omnichannel Network Engagement Experience (ONEE) optimizes insights, content and technology and help medical affairs teams strengthen relationships and unlock the full potential of their communications program. Our multi-disciplinary team of omnichannel experts explore the benefits of, as well as the unique considerations and skills required to ensure success. Learn more about how we can help you develop and implement your omnichannel strategy and plan, and read the full white paper at https://buff.ly/3Wljkv3 #omnichannel #medicalaffairs #medicalcommunications #omnichannelstrategy #medaffairs #strategy