FOR ALL PHARMA BRAND MANAGERS AND MARKETING MANAGERS - A CASE FOR DIGITAL BRANDING One of the maxims of any pharma brand campaign is to try to make your brand a household word in the world of medical professionals. Many of the major brands have discovered how to do this, and we could take a few lessons from them. The digital world today, gives the brand managers of smaller companies a level playing field with big pharma. If we are to succeed, it is vitally important to recognize what competition is doing in their branding programs. First, and foremost, if you are serious about doing branding activities via digital media, you must have a website / microsite for your brand. When visitors arrive there, it should be immediately obvious as to what are the actual FABs & USPs of the brand. The brand manager must liaison with the website developer to let the medical professionals immediately know the FABs & USPs. PLEASE DO NOT TRY TO impress the visitors with graphics that take too long to load. Remember the cardinal principle – medical professionals visiting your site have come there for a reason. If you dont make it immediately clear what the actual FABs & USPs are, they may just click away. This is probably akin to unfocussed detailing in a doctors chamber. Any good microsite will feature what benefit the medical professional or the doctor will get by prescribing your product. Make FABs & USPs of your brand be loud and clear – do not conceal it behind a lot of ‘glitz and glam’. The Maharaja here is the content! If your copy is not good, you will not succeed. The medical professionals have taken the time to come to your brand microsite and are looking for answers. The visitor should not leave with any unanswered questions. To know more about pharma branding, go through the second edition of the book ‘WHAT THE PHARMA CEO WANTS FROM THE BRAND MANAGER - OVERCOME THE TOUFG CHALLENGES OF PHARMA BRANDING Currently, Flipkart is offering a discount of 8% - please do log on to flipkart/search?q=WHAT+THE+PHARMA+CEO+WANTS+FROM+THE+BRAND+MANAGER+-+OVERCOME+THE+TOUGH+CHALLENGES+OF+PHARMA+BRANDING+-+Edition+II&as=off&as-show=off&otracker=start
Posted on: Sat, 01 Nov 2014 06:38:15 +0000
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