Sartorius’ Post

Really excited to share our "How Pharma Brands Grow" POV, our first of a series on how evidence based brand marketing can drive performance marketing in pharma! This approach builds on all the great work of Byron Sharp, Jenni Romaniuk and John Dawes at the Ehrenberg Bass Institute, as well as Peter Weinberg and Jon Lombardo at LinkedIn's B2B Institute, but applied to the pharma category, using our EVERSANA by ACTICs dataset of nearly half a million branded prescriptions, over two years, across five major healthcare conditions. Big headline, pharma needs performance marketing because of the role of heavy prescribers, but pharma ALSO needs brand building, because of how infrequently most prescribers can write a new branded prescription. Modern brand building is not about differentiation, but distinctivity, ensuring when prescribers enter the category, the brand's performance marketing efforts will be considered. What drives distinctivity? Creativity, emotion, distinct brand assets. Link to full POV in the comments David Tiltman Fergus O'Carroll Deb Freeman Alexis Penty

Unveiling the Pillars of a Resilient Brand: Part 4 - Brand Personality Brand personality is not a luxury but a necessity in pharmaceutical marketing and branding. By carefully crafting and expressing a distinct personality through values, mission, and targeted communication channels, pharmaceutical brands can forge stronger connections with consumers HCPs. First a quick example most will be aware of - Viagra - Confidence and Assurance: The brand exudes confidence in its ability to address a common health concern among men. The messaging is crafted to instil a sense of assurance that Viagra can help restore confidence in intimate relationships. - Professionalism: Viagra maintains a professional and clinical tone in its communication, aligning with the serious nature of the health issue it addresses. This professionalism is crucial for establishing trust among consumers. - Subtle Humour: Despite the seriousness of the medical condition, Viagra incorporates subtle humour in its advertising campaigns. The iconic blue pill has become a symbol that is both recognisable and light-hearted, making the topic more approachable for consumers. - Discretion: Viagra's brand personality reflects a level of discretion, acknowledging the private nature of the issue it addresses. The brand emphasises privacy and encourages open conversations with healthcare professionals while respecting the sensitivity of the subject matter. By carefully integrating these personality attributes, Viagra has successfully positioned itself as a trusted and approachable solution for a common health concern. The brand's ability to balance seriousness with subtle humour has contributed to its widespread recognition and acceptance among consumers, demonstrating the power of brand personality. So where do you begin? Foundation of Personality: At the core of a pharmaceutical brand's personality lies a robust foundation built on values, mission, and understanding its audience. These elements collectively contribute to shaping a brand's personality, which can range from serious and authoritative to friendly and approachable. A pharmaceutical brand's commitment to health, innovation, and its target demographic forms the cornerstone of its identity. Communication Channels: Pharmaceutical brands have an array of communication channels at their disposal to articulate their personality effectively. Promotional activities, medical symposia, advertising and the entire brand experience are pivotal mediums through which a pharmaceutical brand can convey its unique character. It is essential that the voice, visuals, and messaging are consistent and aligned with the identified personality attributes covered in the second article in this series. As the landscape continues to evolve, those who embrace and embody a unique brand personality will undoubtedly stand out and thrive in the hearts and minds of their audience. #BrandPersonality #BrandBuilding #Series #Pharmamarketing

Pariveda's brand development experts gather internal perspectives, external customer and market perceptions, and competitive insights to form compelling and highly differentiated brands. Learn more about how Pariveda has made an impact for our clients in the brand development space: https://lnkd.in/gQ4czJDn #brand #branddevelopment #brandmanagement

IPA data suggests that the optimum balance of brand (long-term brand building) and activation (short-term response activity) expenditure is on average around 60:40, with the objective to achieve equal share of voice within brand and activation. Unfortunately the best long term business outcome for the brand is often negated in favor of short-term tangible results for the boardroom. Using out of home strengthens long-term brand building, helps build brand trust and creates saliency over time. 🤝

From Concept to Icon: Successful Pharma Brand Management (Part 5) - Differentiate or Disappear: Craft Your Brand and Value Propositions https://lnkd.in/dX-BApTC

Here are 6 things TOP Pharmaceutical brands never forget! Steal these to become one too! ✅1. Their brand is their visual identity: It makes them recognizable and memorable. They highly focus on their: ⭕logo ⭕colours ⭕fonts ⭕design elements ✅ 2. Their brand is their story: They highly focus on creating a story that: ⭕resonates with their audience ⭕communicates their values ⭕differentiates them from competitors ✅3. Their brand is their reputation: They highly focus on ⭕what others say about them ⭕cosistently delivering on promises ⭕providing quality products or services ✅4. Their brand is their authenticity: It builds loyalty They highly focus on: ⭕being genuine and true to their values ✅5. Their brand is their consistency: They highly focus on maintaining consistency in: ⭕messaging ⭕tone ⭕visual elements (across all touchpoints) ✅6. Their brand is their community: They highly focus on: ⭕fostering a sense of community and engagement ⭕encouraging customers to become brand advocates Is your Pharma Brand on the right track with right strategy? #pharmaceuticals #marketing #branding #linkedinlearning #strategy

Do you want to maximise the impact your offering can have on the lives of patients and your commercial performance? If so, check out this blog from Prospection which highlights how Pharma can use the insights derived through Patient-centric Intelligence (#PCI) to address care-and-share leak.

Pharma companies invest significantly in tracking studies to monitor brand performance, but traditional models for brand tracking often fail to inspire the actions needed to drive future business success. Elma has developed a truly holistic approach to brand tracking, which takes into account broader market dynamics to get a more informed picture of the drivers behind brand performance. To find out more about our approach to tracking, contact Kyle Haynes. #Elmaresearch #Holisticbrandtracker #Marketresearch

'WHAT THE 21st CENTURY PHARMA CEO FROM THE BRAND MANAGER' is the first ever book exclusive for pharma brand managers, first released in September 2011, now enters Edition-VI. It will be released on 14 February 2024, Basant Panchami It is a primer for the Greenhorn Brand Managers. Edition-VI has a chapter on Gen AI for pharma brand managers. As I keep on upgrading myself, I keep on upgrading this book. hi Consequently, Edition-V will be withdrawn on 14 February 2024