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Building Successful Brands: Strategy and Tips

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What makes a strong brand? Secrets for creating and maintaining a vital trustmark in the (RX / OTC) pharmaceutical market - highlighting the value of your product

Veröffentlicht in: Business
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Building Successful Brands: Strategy and Tips

  1. 1. Building Successful Brands Building-Successful-Brands © Dr. Günter Umbach www.umbachpartner.com
  2. 2. Trust  Something you can rely on 
  3. 3. Factual Information Emotional Aspects Treatment Decision Head Heart Impact &
  4. 4. Find your true human interest story that … ... speaks to the heart ... appeals to the emotions ... evokes certain feelings
  5. 5. Tell your story Testimonial
  6. 6. • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • •• • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • Make you even more successful
  7. 7. did not believe Major reason for lacking impact did not notice ?
  8. 8. Visibility is the name of the game
  9. 9. Capture people's attention and keep them interested
  10. 10. Hallmarks of a Successful Pharmaceutical Brand
  11. 11. If the patient or consumer  can remember the name: Pharmacists are more likely  to recommend it Doctors are more likely  to prescribe it
  12. 12. Memorable Aligning all Components Individual elements
  13. 13. Name  Logo  Color  Claims  …
  14. 14. Convincing Message Concise Clear Credible Consistent Caring
  15. 15. Keep it short  and simple Concise Short and to the point
  16. 16. Easy to read? Easy to understand? Easy to remember? Clear
  17. 17. Credible Endorsed by treatment guidelines Validated √
  18. 18. Consistent Continuity over time Consistency across  ‐ Countries ‐ Communication channels
  19. 19. Consistency Speak with steady, uniform voice
  20. 20. Use identical vocabulary in • Publications • Press releases • Advertisements
  21. 21. Caring of relevance to the customer It resonates, because they  understand that your product  can solve their problem
  22. 22. Benefit Features and Attributes
  23. 23. Working with an Agency?
  24. 24. Missing a "C" ?
  25. 25. We are not in fine art. You as agency are here to help us convince customers and generate sales. Clarify the Objectives
  26. 26. "It is better to be remarkable than to be creative" David Ogilvy
  27. 27. Communicate Reach out
  28. 28. Communication Channels Publication Public Relations Events Opinion Leaders Digital Advertising Sales Force
  29. 29. Create Experiences that people will remember Orchestrate a memorable encounter "Moments of truth"
  30. 30. In the right sequence Delivering Your Message To the right audience In the right way
  31. 31. Knowing the  products well Knowing the  customers well Knowing the  products well +
  32. 32. The Hard Truth About  Customer Acquisition Costs
  33. 33. Cost per Business Transaction Existing customer 1 New customer (you have to acquire) 7 Type
  34. 34. Keeping current customers  is more effective than winning new customers Insight
  35. 35. Only 12% of budget are spent on  keeping customers loyal Reality McKinsey Study
  36. 36. Examplex® in a European country 100% market share in a dermatologic indication  Case Study M&S = Marketing & Sales Market share after two years Company re‐opens M & S Unit  1% Market share Competitor arrives Company closes local dermatology M&S does not really recover
  37. 37. Increase the 3 "R"s Retention  ‐ Repeat Business ‐ Referral Business
  38. 38. Upselling Cross‐Selling
  39. 39. Customer Lifetime Value (CLV) Age 30 years Active 65 years Yearly Revenue 10 000 dollars Recommendations to peers+ 35 x 10 000  =  350 000 dollars Example: Pharmacist
  40. 40. Cost per Business Transaction Current customer 3 New customer (you have to acquire) 7 Type Previous customer 1 3
  41. 41. Customer  Relationship  Management CRM
  42. 42. VIPs "A" or  "Gold"  Customer Give them privileges
  43. 43. Find out who are the  top 20 pharmacists and invite them  to a workshop Example
  44. 44. Business is relations
  45. 45. 2 Human Relationships You never have a relationship with an organization You always have a relationship with an individual
  46. 46. Establish personal rapport Connect
  47. 47. 2 It's always personal!
  48. 48. Confidence
  49. 49. unique identity Brands distinctive character that help you sell them
  50. 50. Critical Success Factors
  51. 51. Measure The Testing Cylce Improve continuously ImproveSend
  52. 52. "Measure what matters"
  53. 53. Online Unique Visitors Downloads Email addresses Registrations Revenue
  54. 54. Educate the front-line people Training the Sales Force
  55. 55. The Ideal Situation Lead Inspire Energize Align
  56. 56. Ask for the business "Always be closing" … CTA = Call to Action Remind reps to
  57. 57. The Professionals Training the Sales Reps ‐ Trainers ‐ Coaches ‐ Area Manager ‐ Sales Director ‐ Marketing Department
  58. 58. ‐ Appreciation and Recognition ‐ Training and Education ‐ Performance‐based compensation schemes "Bonus", "Financial rewards" Incentives for Reps To Deliver Results
  59. 59. The Mantra For being  remembered in the market    
  60. 60. Repeat "Brand work can be boring work" Repeat Repeat Repeat
  61. 61. Play it again, Sam
  62. 62. People expect quick and prompt  responses Speed as a Competitive Advantage Timing "Agility"
  63. 63. Coordinate all activities "Touchpoints on a  Customer Journey"
  64. 64. Seamless Communication Think borderless interaction
  65. 65. "Marketing is implementation" Tom Peters Executing Plans
  66. 66. Getting Traction
  67. 67. Schedule regular meetings Review Ongoing Progress Are we on track?
  68. 68. Success Factor No 1 It's people who make it or break it
  69. 69. Headquarters Giving Guidance Can help you orchestrate
  70. 70. Conclusions
  71. 71. Golden business  opportunities
  72. 72. By sharing we can reach peak  performance and realize the  full potential of our brands Mutual Support 
  73. 73. Make every day count
  74. 74. Even you will not know until you spread your wings Rising to New Levels No one can predict to what heights you can soar
  75. 75. Together, Let's make things happen

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