From Concept to Icon: Successful Pharma Brand Management (Part 8) – Defying Market Monotony: Launching a Brand That Truly Stands Out
The Story Behind the Problem Statement
The Indian pharmaceutical market is saturated with over 150 brands of ferrous ascorbate – many virtually indistinguishable brands.
Segmentation, Targeting, And Positioning strategies across these brands exhibit striking sameness and similarities.
Communication messages echo one another, making them interchangeable – a doctor wouldn’t be able to differentiate them based on messaging alone.
This sameness extends to brand slogans, with all resorting to the generic and revolving around “Iron Deficiency in Pregnancy and General Anemia.”
Unfortunately, this lack of distinctiveness makes it nearly impossible for your brand, let’s call it Lohi-XT, to stand out in the crowd.
In this milieu, a young brand manager Nayana Pradhan wanted my help. “How can I overcome the challenge of sameness?”
Facing the challenge of sameness
“Wow, that’s quite a challenge you are facing as the brand manager of Lohi-XT, Nayana!
I can feel your frustration with all those similar brands out there. But don’t worry, we can surely find a way to make Lohi-XT shine like a star in this crowded sky of hematinics.”
Let’s think about this creatively and that’s what I communicated to her.
1. Tell a story: Instead of just saying “Iron Deficiency in Pregnancy and General Anemia,” why not create a character?
Meet “Hemmy – The RBC,” the friendly Lohi-XT mascot.
This is Hemmy
Hemmy could appear in your ads, brochures, and even as a cute little toy for doctors’ offices.
Hemmy could share tips and facts about a would-be mother’s health in a fun, memorable way.
2. Focus on feelings: Would-be mothers don’t just want to feel healthy during pregnancy; they want to feel energetic, happy, and alive!
Talk about how Lohi-XT helps would-be mothers wake up refreshed, play with their puppy and kitty without getting tired, and enjoy their favorite foods again. Paint a picture of the joyful life that comes with Lohi-XT.
3. Create a catchy slogan: How about ” Lohi-XT: The Would-be Mothers Best Friend” or “Lohi-XT: Fuels Your Maternal Superpower “? Something that sticks in people’s minds and makes them smile. Or you may also add a pinch of humor: “Lohi-XT: Because growing tiny humans is her superpower”!
4. Engage the senses: Describe Lohi-XT as the “sunshine pill” that brightens up the would-be mothers’ life.
Use warm, vibrant colors in your packaging and marketing materials to stand out from the typically clinical-looking competition.
5. Build a community: Start a ” Lohi-XT Mothers Club” for the would-be mothers.
Offer tips on recipes for would-be mothers’, exercise routines, yoga and stress-reduction techniques. This shows you care about overall health, not just selling pills.
6. Make it personal: Encourage doctors to share success stories of would-be mothers whose lives improved dramatically with Lohi-XT.
Real stories touch hearts and stay in minds much longer than dry facts.
7. Be the fun one: In a world of serious medical talk, be the brand that brings a smile.
Use gentle humor in your marketing. For example: “ Lohi-XT: Because baby kicks need a strong foundation!”
Remember, you’re not just selling medicine; you’re selling hope, energy, and a better quality of life. Make Lohi-XT the brand that doctors and patients alike associate with positive change and brighter days ahead.
With a little creativity and a lot of heart.
Lohi-XT can become the talk of the town in the world of would-be mothers! Wow, that’s quite a challenge you’re facing!
Vivek Hattangadi