Branding Pharma’s Opportunity: Branding for the Long Haul By Kristen Spensieri The vital importance of branding has long been standard practice in the consumer marketplace, with the most successful companies creating brands that stand for infinitely more than individual products or, in some cases, more than the company itself. Yet most pharmaceutical companies have viewed branding as little more than a product-by-product advertising exercise, focusing on how to move product in the short-term, rather than how to build individual franchises, or create company image and value for the long haul. Consider for a moment some iconic brands and what makes them iconic: Nike, Apple, Harley Davidson, and Starbucks — just to name a few. All of these brands have something in common, something that raises them far above the sports gear, music technology, motorcycles, and coffee that the companies very successfully sell. This “something” is their ability to have an intimacy with, and relevance to, their audiences. They speak to consumers on an emotional, personal level — a level far beyond that of mere manufacturer. Ideally Suited for Long-Term Branding Ironically, few pharmaceutical companies have fully succeeded in branding themselves in this intimate way. The irony is that healthcare is a fundamental human need that allows a connection with consumers no matter what their age, socioeconomic status, race, or even health status. Given this position, it’s only natural that healthcare companies are ideally suited for successful long-term branding initiatives. Furthermore, because healthcare companies are directly impacted by the constantly shifting political, regulatory, economic, public health, and popular culture landscapes, pharmaceutical companies that do not brand themselves are taking huge, unnecessary risks. Traditionally, most pharmaceutical companies have simply “branded” with product advertising and promotion, targeting physicians and patients through DTC advertising. But in an era when customers are demanding a greater degree of safety, credibility, and transparency in corporate communications — as evidenced by the recent shifts in DTC guidelines — pharmaceutical companies need to deliver communications in a way the general public can understand. And these customers want to hear about the industry’s accomplishments beyond the label of innovation. To make innovation relevant, companies need to deliver experiences through words and media that engage customers and encourage them to understand. Expanding the Focus To deliver meaningful communications that will ultimately impact physician/patient communications, healthcare companies must create brands that move beyond a focus on individual products, and begin telling consumers what the products, the therapeutic franchises, and the company represent. Healthcare is enriching and empowering; it’s about improving and extending life. Branding must encapsulate all that. Iconic healthcare branding, as is the case in other industries, must: • Reach consumers “where they live” and connect with them in ways that positively impact their daily lives. • Be based on a product or service that not only provides benefit, but provides benefit and disease awareness that consumers truly desire. • Maximize the use of grassroots, cross-promotional, and marketing activities to reinforce consumer brand awareness and to support and protect the corporate brand. • Create a unique offering and understanding for the physician, above and beyond the product end-benefit, that delivers value at the therapeutic and company level. • Align the values, mission, and philosophy of the corporation with the company’s products and business strategies. The company’s employees must be aware of the consumer attitudes, perceptions, and beliefs associated with the brand and the company. • Strike a balance between continuity, stability, dependability, and evolution; the brand must stay in sync with cultural change, while maintaining its core identity. • Ensure that the company engages in activities that create long-term equity for the corporate philosophy in a way that speaks to all audiences, while allowing for branding adjustments in keeping with the changes in the external environment. • Engender trust through product breakthroughs, therapeutic experiences, and ultimately corporate relationships established with stakeholders. Translating Value A well-branded company always thinks about how its vision and values translate to each and every stakeholder, consumer, and employee. It is always aware of its environment and constantly makes the adjustments necessary to create lasting experiences and sought-after products. And it always delivers communications that are meaningful, relevant, and understandable. The elements of a successful brand are already inside every company. Discovering how to harness them is key. Branding as a concept is often misunderstood. The most successful companies create brands that stand for infinitely more than individual products or, in some cases, more than the company itself. Brandtectonics, New York, a Chandler Chicco company, is a full-service healthcare branding agency, providing counsel to pharmaceutical and biotechnology companies and other healthcare providers on a broad range of strategic communications, from corporate reputation and message architecture to integrated marketing and creative brand enhancement. For more information, visit brandtectonics.com. September 2005 VIEW on Marketing

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