7 Tips to Write a Pharma Brand Plan: The 7 Don’ts and 7 Do’s – Brand Management 79
Every successful brand begins with a well-thought-out plan — one that reflects the mind of a strategist and the heart of a healer.
It begins with a dream. For a pharma brand manager, the brand plan is where that dream takes shape.
A brand plan is not just a document; it’s the soul of your strategy — blending science, empathy, and imagination into one powerful narrative.
These seven Do’s and Don’ts are not rules etched in stone but guiding lights to help you think deeper, plan wiser, and build brands that truly touch lives.
The 7 Don’ts
I] Don’t start on PowerPoint.
Starting straight on slides kills thinking. Use paper, whiteboards or a notebook first to sketch ideas and questions. When you write with pen and press the pen on paper, it activates the whole brain and stimulates thinking.
II] Don’t rely on readymade templates.
Templates can box your thinking. Use them only as a finishing framework, not as the source of ideas.
III] Don’t neglect data and insights.
Field feedback, prescription trends, market data and patient insights must drive your choices—never gut-feel alone.
IV] Don’t stop at a plain SWOT.
Every SWOT needs a time-bound action plan. Convert weaknesses and threats into concrete actions: do a SWOT-AP (Action Plan).
V] Don’t overlook patients’ needs.
If you ignore the patient, the prescription will not follow. Map real patient problems and how your brand eases them.
VI] Don’t write a plan of Antes (generic).
Your plan should reflect your brand’s identity and advantages—not the features of a generic or another brand.
VII] Don’t be rigid—stay agile.
Build flexibility to adapt to changes and new opportunities. Pharma markets and prescribing habits change. Build reviews and pivots into the plan.
The 7 Do’s
I] Start with pen and paper.
Writing by hand forces clarity and creativity. Use this stage to list questions, assumptions and hypotheses before data deep-dives.
II] Write (or revisit) the Vision Statement.
A crisp vision aligns choices. If one exists, test whether it still fits today’s market and patient needs.
III] Define your brand’s purpose.
Be clear about why your brand exists. Purpose guides positioning, messaging and execution.
IV] Do a SWOT-AP of competing brands.
Think like your competitor: what are their strengths, weaknesses, opportunities and threats—and what actions will they take next?
V] Articulate a clear Unique Value Proposition (UVP).
Your UVP must differentiate your brand. The UVP most resonate with doctors, pharmacists and patients. Integrate patient-centric thinking—map the patient journey and design experiences that add measurable value.
VI] Define positioning before writing the positioning message.
Start with a one-line positioning statement; only then craft the brand messages and communications that support it.
VII] Leverage digital and data-driven strategies.
Use analytics, AI and generative AI to identify patterns, personalize engagement and measure impact. Digital tools are execution multipliers—use them with defined KPIs.
To conclude, these tips are not exhaustive. Think deeply, test often, and you will discover more.
A brand plan written from field learning, sharpened by data, and executed with agility is the single best tool for building lasting prescriptions.