From Concept to Icon: Successful Pharma Brand Management (Part 2) – Beyond the Noise: Differentiating When Everyone Seems the Same
One of my mentee, let’s call her Vaishnavi, asked me: “Sir as you rightly said I should understand why my brand exists and my brand plan must have the purpose of my brand.”
“But Sir, consider this scenario: My brand operates in a highly competitive category, like calcium supplements, where many companies offer similar products and marketing messages. For instance, my brand purpose might be
“Let all Indian women over 50 live confidently with the power of strong bones even after 50”.
However, other competitors seem to have nearly identical purposes. How do I differentiate my brand with my vision statement?”
My response
Yes, it can be tricky standing out when competitors seem to offer the same purpose and message. Your question ignited my brain and I have been thinking about this.
Here are some strategies to differentiate on how you can make your brand your mega brand:
- Dig Deeper into “Why”: While the core purpose might seem identical, there’s likely a deeper “why” behind it.
Unearth your unique purpose: What truly drives your brand? Is it about patient wellness? Is it something which truly benefits the Indian populace or the janata of our planet (like Bill Gates – A COMPUTER IN EVERY HOME, ON EVERY DESK? Uncover what sets your brand’s soul on fire and weave it into your messaging. And remember – saving money and cost can never be the purpose.
India Bulls tried this by introducing their rabeprazole at Rs. 1.00 per tablet. They even named it as Ecorab. Neither the company nor the brand is visible today. I do not even know if the company exists.
- Focus on “How”: When you talk about how, it is about your brand proposition, your value proposition, your USP. Your brand strategy, your communication strategy, the simplicity, and the brands assets and so on.
And importantly how good is your strategy execution? How good is your strategy execution? How does your competitors execution better than or not as good as yours?
Do you recall we talked about the 3 E Process of Strategy Execution? Follow that and you can differentiate your brand with a bang! Even with the same purpose, the approach can differ vastly.
Highlight this unique 3 E Process: How do you achieve your purpose? Do you offer a more user-friendly experience, cutting-edge technology, or a focus on sustainability? Showcase what makes your approach special.
- Brand Experience is King: It’s not just about what you do, it’s about how you make padocumer’s (patients as consumers and doctors as customers) feel.
Let there be a unique PDx or a patient-doctor, the Padocumer’s experience: From patient-centered service interactions to marketing campaigns, create a memorable and emotionally resonant experience that reflects your brand’s personality.
Januvia / Janumet (MSD) is a standing example of this,
- Target a Niche: While the broad purpose might be the same, there could be a specific niche you cater to.
Define your market. Know whom to exclude (Recall the case study?)
Refine your target audience after defining your market: Do you specialize in a particular demographic or have a unique product offering within the category? Focus your messaging to resonate with this specific group.
- Innovation is Key: Don’t be afraid to push boundaries and offer something truly new. Collaborate with your F&D
Stay ahead of the curve: Can you incorporate cutting-edge technology, unique product features, or a novel service approach? Be the leader in offering something fresh.
- Emotional Connection: Padocumer’s connect with brands that make them feel something. Make your tagline and the headline memorable through emotions.
Tell your brand story: HUMANIZE YOUR BRAND. Share your origin story, the struggles, and the triumphs. This humanizes your brand and fosters an emotional connection with PADOCUMERS.
That’s how Lan-30 of Intas built.
- Doctor Advocacy: Let your happy prescribers do the talking. This is exactly what I did in Torrent when we introduced Feliz-S. The KOLs were the brand advocates of Feliz S.
Build strong professional relationships with doctors, especially the KOLs : Encourage positive reviews, testimonials, and user-generated content. Showcase the positive impact you have on real people.
By implementing these strategies, you can differentiate your brand even when competitors seem to offer the same purpose. Remember, it’s about creating a unique experience that resonates with your target audience and sets you apart in a crowded marketplace.
Vivek Hattangadi