What Every Winning Brand Knows: The 3 Unspoken Rules of Value Proposition – Brand Management 73
This is a true story from not so long ago. It began in July 2022, as the post-Covid era quietly unfolded like a sunrise that had taken its time. A subtle yet powerful shift was underway—the ‘old normal’ of life before March 2020 and the ‘new normal’ of the Covid era were both fading rapidly, was making space for what would become the ‘new-old normal.’
It was as if society had taken a deep breath, looked around, and said, “Let’s try that again—with edits.”
Against all odds and in defiance of confidently drawn forecasts, the AI pundits—those self-assured digital fortune-tellers—were being proven wrong. Turns out, predicting the human spirit is far trickier than machine training.
For the uninitiated, machine training, in the context of machine learning, is the process of feeding data to a machine learning algorithm to enable it to learn patterns and make predictions or decisions.
Januvia and Janumet had just lost patent exclusivity, opening the floodgates for branded generics of sitagliptin to enter the market.
By October 2022, Canopus Pharmaceuticals—a fictitious company created for this case study—introduced BetaDelta, a formulation containing sitagliptin, and BetaDelta-M, its companion with metformin.
This marked the 38th company to launch sitagliptin and its metformin-combined variant.
Dr. P.R. Joshi, a distinguished Consulting Physician specializing in endocrinology from Kolhapur—a true KBL in his own right—stood astonished as he watched the sitagliptin wave flood his clinic.
Thirty-eight companies, all detailing the same molecule, each claiming, “My brand is the most economical. It is freely available.”
If prescription pads could roll their eyes, his would have torn themselves off the clipboard and walked away.
At this stage, with 38 brands chanting the same mantra, does Dr. Joshi really care what you’re saying?
He doesn’t have time for déjà vu disguised as detailing.
Dr. Joshi will take interest only when real value is added to sitagliptin—either through meaningful communication or in the product itself.
It’s not just about being economical or available anymore; it’s about being relevant.
That’s why Value Proposition isn’t a buzzword—it’s the lifeline.
Without it, you’re just another voice in the pharmaceutical chorus, hoping your song stands out in a choir of clones.
A value proposition highlights the specific advantages doctors and patients gain from using the brand’s offerings. These could be functional benefits (e.g., saving time, saving money), emotional benefits (e.g., feeling good, looking good), or social benefits (e.g., enhancing social status).
It explains what makes the brand unique and better than alternatives in the market. This could involve unique features, superior quality, exceptional patient-centered service, or a distinctive brand experience.
A strong value proposition is tailored to the specific needs and desires of the target audience.
It’s typically expressed in a brief, memorable statement that is easy for doctors to understand and recall.
A compelling value proposition draws doctors in by clearly communicating the value they’ll receive.
Your Value Proposition persuades doctors to choose your brand over competitors, leading to increased prescriptions and prescription share.
By consistently delivering on its promises, a BetaDelta and BetaDelta-M can foster doctor and patient loyalty and advocacy.
The Value Proposition serves as a guiding principle for all marketing and communication activities.
If you understand what doctors and the patients value, it can help you in distinguishing your brand to meet their needs.
A Value Proposition is a clear and simple promise you make to doctors, patients, and retail pharmacists about why your brand is the right choice.
It tells them:
- What your brand does (for example, it relieves pain, lowers blood sugar, or cures infection),
- Why it is better or more trustworthy than other similar medicines,
- And what benefit it brings to the person taking it — like faster relief, fewer side effects, easier to take, or more affordable.
In short, it answers the question:
“Why should I choose your brand over others?”
If your value proposition is strong, clear, and meaningful, people are more likely to trust and prescribe your brand.
Sometime in the mid-1990s the author had introduced Lan-30, (lansoprazole) competing with omeprazole (Omez)
We harped on one huge benefit which Lan-30 had. Lan-30 gave faster relief from acid reflux symptoms. Lan-30 was particularly beneficial for patients experiencing frequent heartburn or other discomforts related to acid reflux.
What is Lan-30 for?
Lan 30 is used for fast relief in distress caused by acid reflux (GERD).
Who is the target audience?
Physicians, gastroenterologists, and gastro-surgeons
Lan-30’s Value Proposition
“Powerful and quick acid control you can trust — every night, every dose.“
This Value Proposition told the doctor:
- Lan-30 gives consistent and strong relief from acidity symptoms.
- It is trusted because it has been used safely for years.
- Patients feel better quickly and can eat and sleep, more comfortably.
In summary, Lan 30’s Value Proposition promised effective, reliable, and fast relief from acidity — making it easy for the doctor to choose it over newer or unfamiliar brands.
What’s a Value Proposition?
Let’s come back to BetaDelta. Value Proposition is your brand BetaDelta’s opening statement to the doctor: a clear, compelling reason based on real results that show what other physicians achieved by prescribing it.
Think of it as your brand’s elevator pitch — but in a clinic, not an elevator.
And guess who you’re really competing against? Not another pharma brand.
Your biggest competitor is the status quo — that comfy, familiar, I have-always-done-it-this-way routine that quietly resists change.
Change isn’t simple. It demands effort, education, scrutiny, consensus… all before anyone even pops the pill. That’s why your Value Proposition must do some heavy lifting upfront.
It needs to be sharp enough to spark curiosity and strong enough to convince Dr. P. R. Joshi to take a fresh look.
Why does it matter?
Because if your Value Proposition doesn’t answer the question ‘Why should I switch to BetaDelta?’, Dr. Joshi won’t even bother asking ‘What’s new?’.
So you have to arouse the curiosity of Dr. Joshi upfront with a robust Value Proposition.
Here are two other strong Value Propositions for our brand BetaDelta.
- Every bottle of 90 tablets of BetaDelta has a card microchip with a QR Code. When the patient enters the QR Code into his mobile, he also has to enter the time of intake suggested by the doctor. The mobile will send him a voice message every 24 hours: “It’s time to take BetaDelta”. Compliance increases.
- Every morning at 6.00 am, the patient will also receive a message on his mobile: “Are you following your doctor’s advice? Did you take your morning walk today? It’s no use just taking BetaDelta. You have to take a brisk morning walk for at least 45 minutes today.”
A patient-centric marketing effort!
To articulate a solid, Rx-enticing Value Proposition statement of BetaDelta, make sure you include these three elements.
- Business Drivers
Determine the primary reasons why doctors would prescribe BetaDelta. What is that Dr. Joshi would really care about?
- Compliance and adherence
- The concurrent changes a patient makes in his lifestyle
- Accessibility
- Movement
Doctors won’t change to BetaDelta unless it is significantly better than their status quo. A robust Value Proposition always includes movement. While articulating, you may use such words as:
- Increase / accelerate / strengthen
- Decrease / cut / reduce / eliminate / minimize
- Enhance / improve / maximize
BetaDelta enhances patient compliance therapy.
- Metrics
Adding metrics makes your value proposition even stronger and more believable. Don’t round-off your numbers either. They’re more believable that way. You can include any of these:
- Time frame
- Value or rupee amount
- Percentages
In a post-marketing surveillance, 93.6% patients adhered to BetaDelta therapy
From all the above three elements, the proposed Value Proposition Statement for BetaDelta
BetaDelta is compliance-programmed for enhanced glycemic control – 93.6% patients adhered to BetaDelta therapy
Of course, you can think of something far better statement for the Value Proposition of BetaDelta!
Let me have your thoughts on this.