the challenges facing today’spharmaceutical brands

an outline the challenges - from our discussion with

stefan

where are the missed opportunities ?

bulleted opportunities

what is involved in building an effective credible brand ?

a successful brand is about an idea, it’s about an emotion,

innovation that enhances our lives, a promise that builds

trust.

what is the pay off for building a credible brand

- brand loyalty- repeat purchase- adherence- emotional connection- brand evangelists

what’s are the key elementsrequired to build an effective

credible brand?

1. exceptional product2. proprietary naming3. unique product shape & color4. unique, appropriate & timeless brand identity5. unique & effective brand packaging

what’s in a name ?

2.

a brand name is the most important aspect of

developing a successful brand

- it needs to be easy to annunciate- concise- easy to recall- memorable- unique

what does the world of pharmaceutical brand names

look like today?

amgen

Aranesp EnbrelEpogenKepivanceKineretNeupogenNeulastaVectibixSensipar

Bristol-MeyersSquibb

AbilifyAtriplaAvalideAvaproBaraclude CardioliteEmsamErbituxPlavixPravacholReyatazSprycel SustivaTaxolVidexZerit

Eli lilly

AlimtaByettaCymbaltaDarvocetEvistaForteoGemzarHumalogHumatropeSymbyaxXigrisZyprexa

genzyme

CerezymeFabrazymeAldurazymeMyozymeRenagelHectorolSynviscCarticelThymol GlobulinCampathClolarThyrogenSepraEpicel

Merck

CosoptCozaar/hyzaarCrixivanFosamaxGardasilInvanzIsentressJanuviaMaxaltPrimaxinPropecia/proscarProquadRecombivax HbRotateqSingulairVytorinZetiaZocorZolinzaZostavax

Pfizer

AccuprilAriceptAromasinBextraCaduetCamptosarCelebrexChantixDepo-medrolSolu-medrolDepo ProveraDiflucanEllenceEraxisExuberaFlagylGenotropinGeodonInspraLipitorMacugenNorvascNeurontinRebifRelpaxRescriptorSomavertSudafedSutentSpirivaHandihalerTikosynVfendViagraViraceptXalatanXanaxZithromaxZoloftZyrtecZyvox

schering-plough

CerazetteEsmeronZemuronLevitraLivialMarvelonDesogenMercilonNuvaRingPuregonFollistimRemeronRemeron SolTab Remicade Temodar VytorinZetia

wyeth

Effexor XRAtivanProtonixEnbrelToriseTygacilZosyn

successful naming examples

amgen

Aranesp EnbrelEpogenKepivanceKineretNeupogenNeulastaVectibixSensipar

Bristol-MeyersSquibb

AbilifyAtriplaAvalideAvaproBaraclude CardioliteEmsamErbituxPlavixPravacholReyatazSprycel SustivaTaxolVidexZerit

Eli lilly

AlimtaByettaCymbaltaDarvocetEvistaForteoGemzarHumalogHumatropeSymbyaxXigrisZyprexa

genzyme

CerezymeFabrazymeAldurazymeMyozymeRenagelHectorolSynviscCarticelThymol GlobulinCampathClolarThyrogenSepraEpicel

Merck

CosoptCozaar/hyzaarCrixivanFosamaxGardasilInvanzIsentressJanuviaMaxaltPrimaxinPropecia/proscarProquadRecombivax HbRotateqSingulairVytorinZetiaZocorZolinzaZostavax

Pfizer

AccuprilAriceptAromasinBextraCaduetCamptosarCelebrexChantixDepo-medrolSolu-medrolDepo ProveraDiflucanEllenceEraxisExuberaFlagylGenotropinGeodonInspraLipitorMacugenNorvascNeurontinRebifRelpaxRescriptorSomavertSudafedSutentSpirivaHandihalerTikosynVfendViagraViraceptXalatanXanaxZithromaxZoloftZyrtecZyvox

schering-plough

CerazetteEsmeronZemuronLevitraLivialMarvelonDesogenMercilonNuvaRingPuregonFollistimRemeronRemeron SolTab Remicade Temodar VytorinZetia

wyeth

Effexor XRAtivanProtonixEnbrelToriseTygacilZosyn

why are they successful ?

because of significant media, advertising exposure & gp

endorsement

not because of their:

- brand name- brand identity- brand packaging- packaging usability

if you bring exceptional:

- products

- brand naming- brand identity- brand packaging- packaging usability

together with:

exceptional media and advertising exposureyou build:

market leaders

a proprietary product shape & color is a key differentiator

3.

a look at Lead brand product shapes & colors today

XANAX LEVITRA PLAVIX

ZITHROMAX JANUVIA LIPITOR

ZYRTEC ZOLOFT ZYBAN

what do they all have in common?

- generic- poorly branded, if at all- not memorable- un-unique- use internal pharmacy language

who is making steps in the right direction…

CIALIS VALIUM

ZOCORPRILOSEC

your brand identity speaks volumes about who you are

3.

an overview of some leading current brand identities

3.

what do these all have in common?

- generic- void of emotion- not memorable- indistinctive- crude

successful global brand identities

why do they work?

visually impactfulstrong, simple, unique,unexpected, memorable& timeless

an overview of current pharmaceutical packaging

4.

what do they all have in common?

- generic- void of emotion- complex- poor communication- institutional

a closer look at the challengesof a specific brand

what is the opportunity for the future of

prescription drug branding& packaging ?

so what’s the next steps

in depth dive into jenuvia working along side the merck

team

important that united* is involved from the get go and

gets to be integrated from the beginning.

thanks for your time