Importance of Insights in Pharma Marketing
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Importance of Insights in Pharma Marketing
Brands belong to a Brand Manager, But if that is the case…
Would you like to…
Build a Brand???
Be a commodity and trade in prices???
Be a me too brand???
There are over 60,000 brands in the Indian
Pharma market1. How do you compel the
doctor to prescribe your
brand ??
1.Source: Taking wings, Ernst & Young, 2009.
The simple answer is by being DIFFERENT…
But HOW do you Differentiate??
Positioning ???? Differential Communicatio
n ???
Competitive Advantage???
The answer to all these is YES…
But these choices are driven by…
•An Insight is a deep understanding of patient / customer behaviour, attitudes, beliefs or unmet needs, which when addressed can evoke a clear response, and has the power to change customer/patient behaviour.
•An deep insight can:
Help with positioning choices.
Be instrumental in driving communication.
Be a source of competitive advantage.
INSIGHT- Defined
•Understandings can be developed by crystallizing data and information.
•Understandings are not Insights.
•Insights can be further developed by crystallizing Understandings.
•This is very much an ART not a SCIENCE!
Data and Information Understanding Insights
Developing INSIGHTS…
INSIGHTS
CORE EXPECTATIONS
Once Core Expectations are spotted we need to do 3
things…
On Delivering the CORE EXPECTATIONS
• Prescriptions were falling• 7.5% decline in
prescriptions in 2001 over 2000
• Sales were static in spite of falling prescriptions
• People have hectic Lifestyles
Data & Information
• Indicates significant OTC sales component
• Market potential is high• Revital with its active
components addresses issue of hectic lifestyle
• Decision making will shift predominantly to consumers in case of OTC
Understanding • People want a healthy
body which enables them to give their best at work and have an equally good time with family.
• This is offered by Revital
Insight
Data Source : www.expresspharmaonline.com/20060331/management02.shtml
Revitalising the Brand- Revital a Case Study
Relief from Fatigue ???
Stress Reliever ???
General body well being ???
Healthy body which enables them to give their best at work and home
Core Expectation from REVITAL ???
Positioning
Communication
Communication
Testimonials
Puppet portrayal of an everyday man able to make the most out of life even after a hectic day of work. His friends and colleagues are unable to do the same. Husmukhbhai is a Revital user unlike others
Pre & post usage and benefit scenario. In intake of Revital helped reduced all signs of fatigue and weakness
Salman Khan Talks, How his life has been enriched with Revital's regular intake . It has helped him remain active throughout the day
Source : www.expresspharmaonline.com/20060331/management02.shtml
Marketing Campaigns
The size of the brand…
Revital today is over a 200cr
brand, one of the biggest brands for
Ranbaxy
Are revelations which often produce great work…
THANK YOU
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