Connecting the Dots: How Brand Purpose Influences Doctors Prescribing Decisions
In a crowded marketplace saturated with competing products and services, your brand needs more than just a vision, a mission, or its STP. Your brand needs a soul – a clearly defined purpose that resonates with both internal and external stakeholders. It needs a purpose for its existence – its “WHY”.
Your brand’s purpose is its “WHY.” It’s the reason your brand exists; beyond simply turning a profit. It’s the core set of values that informs every decision, from product development to doctor and patient-centered service. When your brand purpose is strong and authentic, it unlocks a multitude of benefits.
Understanding and effectively communicating this purpose to both internal and external stakeholders is not just advisable; it’s essential for sustainable growth and meaningful engagement.
At its core, the “WHY” of your brand is its reason for being the North Star, guiding every decision, from product development to marketing strategy. It’s not just about making profits; it’s about making a difference.
A purpose-driven brand transcends mere transactions; it fosters emotional connections, resonating with consumers on a deeper level. Effective communication of the brand’s purpose is the linchpin that connects it with both its internal and external stakeholders.
An example because why Novo Nordisk has left its competitors far behind is its “WHY”.
Brand: Novo Nordisk
WHY (Purpose): Empowering people with diabetes to live life to the fullest.
Novo Nordisk is the leader in diabetes management which goes beyond just creating insulins and other diabetes medications. Their purpose statement reflects a deeper commitment to improving the lives of those living with diabetes. They focus on research, developing accessible medications, and providing educational resources to empower people with diabetes to manage their condition effectively and live active, fulfilling lives.
This “WHY” drives their actions and resonates with patients, creating a stronger brand identity.
Why Brand Purpose Matters
- Connection with doctors and patients: Doctors and patients today are increasingly drawn to brands that stand for something bigger. A defined purpose allows a brand to connect with customers on an emotional level, fostering loyalty and trust. Doctors and patients want to support companies whose values align with their own.
- Competitive Differentiation: In a sea of similar offerings, brand purpose can be the deciding factor for a doctor make a prescribing decision of your brand. Purpose allows your brand to differentiate itself from competitors and carve out a unique position in the market.
- Employee Engagement: A strong brand purpose doesn’t just attract customers; it attracts and retains top talent. Employees who understand and believe in a brand’s purpose are more likely to be engaged, productive, and act as brand ambassadors. Purpose gives employees a sense of meaning in their work, fostering a more positive and collaborative work environment.
- Clear Decision-Making: Having a clearly defined purpose provides a guiding light for all aspects of the business. When faced with difficult decisions, brands can refer back to their core values to ensure alignment and consistency. This creates a sense of brand authenticity that resonates with stakeholders.
- Brand Advocacy: A passionate purpose can inspire brand advocacy. When employees and customers truly believe in what a brand stands for, they become its biggest advocates. This organic word-of-mouth marketing is invaluable for building brand awareness and trust.
Communicating Brand Purpose Internally and Externally
Once you spell out the purpose of your brand, the “WHY” for your brand, the next critical step is communication. Both internal and external stakeholders need to understand the “WHY” of your brand.
- Internal Communication: In pharma branding and marketing, the medical reps and the field sales managers are the heart and soul of any brand. Clearly communicating the brand purpose to them again and again (but using innovative and creative ways), training programs, cycle meetings and internal communication channels helps them understand their role in fulfilling that purpose. This fosters a sense of ownership and pride within the workforce.
- External Communication: Brand purpose can be woven into all aspects of external communication, from marketing campaigns to social media content. You can share the brands story, its vision and mission statement, and the impact they aim to create. Authenticity is key here; a purpose that feels forced or inauthentic will backfire.
Conclusion:
The purpose of you brand isn’t a luxury reserved for the elite; it’s a strategic imperative that underpins its entire existence. From attracting customers to inspiring employees and navigating societal expectations, a well-defined purpose is the cornerstone of success in today’s dynamic marketplace. Brand purpose is no longer a luxury; it’s a necessity. In today’s competitive landscape, brands that stand for something bigger are the ones that will thrive. By clearly defining and communicating their purpose, brands can build stronger connections with customers, employees, and all stakeholders, ultimately achieving long-term success.
So, don’t just sell brands – sell your purpose, the “WHY” of your brand.
Acknowledgment: This blog has been inspired by the book “Start with Why” authored by Simon Sinek. This book provides a blueprint for building successful brands (and organizations).