This document provides guidance on building successful pharmaceutical brands. It emphasizes that brands must appeal to both the head and heart by providing factual information as well as an emotional story. A memorable name, clear and consistent messaging across channels, and caring about customers are hallmarks of strong brands. Maintaining existing customers is more cost-effective than acquiring new ones, so customer relationship management and incentives for sales representatives are important. Regular measurement, training, coordination across touchpoints, and ongoing progress reviews are also critical success factors for building and maintaining successful pharmaceutical brands.

1. Building
Successful
Brands
Building-Successful-Brands
© Dr. Günter Umbach www.umbachpartner.com

2. Trust
Something you can rely on

3. Factual
Information
Emotional
Aspects
Treatment Decision
Head Heart
Impact
&

4. Find your true human
interest story that …
... speaks to the heart
... appeals to the emotions
... evokes certain feelings

5. Tell your story
Testimonial

7. • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • •• • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • •
Make you
even more
successful

8. did not believe
Major reason for lacking impact
did not notice
?

9. Visibility
is the name
of the game

10. Capture people's
attention and keep
them interested

11. Hallmarks of a Successful
Pharmaceutical Brand

12. If the patient or consumer
can remember the name:
Pharmacists are more likely
to recommend it
Doctors are more likely
to prescribe it

13. Memorable
Aligning all Components
Individual
elements

14. Name
Logo
Color
Claims
…

15. Convincing Message
Concise
Clear
Credible
Consistent
Caring

16. Keep it short
and simple
Concise
Short and to the point

17. Easy to read?
Easy to understand?
Easy to remember?
Clear

18. Credible
Endorsed by treatment guidelines
Validated √

19. Consistent
Continuity over time
Consistency across
‐ Countries
‐ Communication channels

20. Consistency
Speak with steady,
uniform voice

21. Use identical vocabulary in
• Publications
• Press releases
• Advertisements

22. Caring
of relevance to the customer
It resonates, because they
understand that your product
can solve their problem

23. Benefit
Features
and
Attributes

24. Working with
an Agency?

25. Missing a
"C" ?

26. We are not in fine art.
You as agency are here to
help us convince customers
and generate sales.
Clarify the Objectives

27. "It is better to be
remarkable than
to be creative"
David Ogilvy

28. Communicate
Reach out

29. Communication Channels
Publication
Public Relations
Events
Opinion Leaders
Digital
Advertising
Sales Force

30. Create Experiences
that people will remember
Orchestrate a
memorable encounter
"Moments of truth"

31. In the right sequence
Delivering Your Message
To the right audience
In the right way

32. Knowing the
products well
Knowing the
customers well
Knowing the
products well
+

33. The Hard Truth About
Customer Acquisition Costs

34. Cost per Business Transaction
Existing customer 1
New customer
(you have to acquire)
7
Type

35. Keeping current customers
is more effective than
winning new customers
Insight

36. Only 12% of budget are spent on
keeping customers loyal
Reality
McKinsey Study

37. 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

38. Increase the 3 "R"s
Retention
‐ Repeat Business
‐ Referral Business

39. Upselling
Cross‐Selling

40. 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

41. Cost per Business Transaction
Current customer
3
New customer
(you have to acquire) 7
Type
Previous customer
1
3

42. Customer
Relationship
Management
CRM

43. VIPs
"A" or
"Gold"
Customer
Give them privileges

44. Find out who are the
top 20 pharmacists
and invite them
to a workshop
Example

45. Business is relations

46. 2
Human Relationships
You never have
a relationship with
an organization
You always have
a relationship with
an individual

47. Establish personal rapport
Connect

48. 2
It's always
personal!

49. Confidence

51. unique identity
Brands
distinctive character
that help you sell them

52. Critical Success Factors

53. Measure
The Testing Cylce
Improve continuously
ImproveSend

54. "Measure what matters"

55. Online
Unique Visitors
Downloads
Email addresses
Registrations
Revenue

56. Educate the front-line people
Training the Sales Force

57. The Ideal Situation
Lead
Inspire
Energize
Align

58. Ask for the business
"Always be closing"
…
CTA = Call to Action
Remind reps to

59. The Professionals
Training the Sales Reps
‐ Trainers
‐ Coaches
‐ Area Manager
‐ Sales Director
‐ Marketing Department

60. ‐ Appreciation and Recognition
‐ Training and Education
‐ Performance‐based
compensation schemes
"Bonus", "Financial rewards"
Incentives for Reps
To Deliver Results

61. The Mantra
For being
remembered
in the market

62. Repeat
"Brand work can
be boring work"
Repeat
Repeat
Repeat

63. Play it
again,
Sam

64. People expect
quick and prompt
responses
Speed as a Competitive Advantage
Timing
"Agility"

65. Coordinate
all activities
"Touchpoints on a
Customer Journey"

66. Seamless
Communication
Think borderless interaction

67. "Marketing is
implementation"
Tom Peters
Executing Plans

68. Getting Traction

69. Schedule
regular
meetings
Review Ongoing Progress
Are we on track?

70. Success Factor No 1
It's people
who make it
or break it

71. Headquarters
Giving Guidance
Can help you orchestrate

72. Conclusions

73. Golden
business
opportunities

74. By sharing we can reach peak
performance and realize the
full potential of our brands
Mutual Support

75. Make every day count

76. Even you will not know until
you spread your wings
Rising to New Levels
No one can
predict to what
heights you
can soar

77. Together,
Let's make things happen