the challenges facing today’s pharmaceutical brands

1. the challenges facing today’s pharmaceutical brands

2. an outline the challenges - from our discussion with stefan

3. where are the missed opportunities ?

4. bulleted opportunities

5. what is involved in building an effective credible brand ?

6. a successful brand is about an idea, it’s about an emotion, innovation that enhances our lives, a promise that builds trust.

7. what is the pay off for building a credible brand

8. brand loyalty repeat purchase adherence emotional connection brand evangelists

9. what’s are the key elements required to build an effective credible brand?

10. 1. exceptional product 2. proprietary naming 3. unique product shape & color 4. unique, appropriate & timeless brand identity 5. unique & effective brand packaging

11. 2. what’s in a name ?

12. a brand name is the most important aspect of developing a successful brand

13. it needs to be easy to annunciate concise easy to recall memorable unique

14. what does the world of pharmaceutical brand names look like today?

15. amgen Aranesp Enbrel Epogen Kepivance Kineret Neupogen Neulasta Vectibix Sensipar Bristol-Meyers Squibb Abilify Atripla Avalide Avapro Baraclude Cardiolite Emsam Erbitux Plavix Pravachol Reyataz Sprycel Sustiva Taxol Videx Zerit Eli lilly Alimta Byetta Cymbalta Darvocet Evista Forteo Gemzar Humalog Humatrope Symbyax Xigris Zyprexa genzyme Cerezyme Fabrazyme Aldurazyme Myozyme Renagel Hectorol Synvisc Carticel Thymol Globulin Campath Clolar Thyrogen Sepra Epicel Merck Cosopt Cozaar/hyzaar Crixivan Fosamax Gardasil Invanz Isentress Januvia Maxalt Primaxin Propecia/proscar Proquad Recombivax Hb Rotateq Singulair Vytorin Zetia Zocor Zolinza Zostavax Pfizer Accupril Aricept Aromasin Bextra Caduet Camptosar Celebrex Chantix Depo-medrol Solu-medrol Depo Provera Diflucan Ellence Eraxis Exubera Flagyl Genotropin Geodon Inspra Lipitor Macugen Norvasc Neurontin Rebif Relpax Rescriptor Somavert Sudafed Sutent Spiriva Handihaler Tikosyn Vfend Viagra Viracept Xalatan Xanax Zithromax Zoloft Zyrtec Zyvox schering-plough Cerazette Esmeron Zemuron Levitra Livial Marvelon Desogen Mercilon NuvaRing Puregon Follistim Remeron Remeron SolTab Remicade Temodar Vytorin Zetia wyeth Effexor XR Ativan Protonix Enbrel Torise Tygacil Zosyn

16. successful naming examples

17. amgen Aranesp Enbrel Epogen Kepivance Kineret Neupogen Neulasta Vectibix Sensipar Bristol-Meyers Squibb Abilify Atripla Avalide Avapro Baraclude Cardiolite Emsam Erbitux Plavix Pravachol Reyataz Sprycel Sustiva Taxol Videx Zerit Eli lilly Alimta Byetta Cymbalta Darvocet Evista Forteo Gemzar Humalog Humatrope Symbyax Xigris Zyprexa genzyme Cerezyme Fabrazyme Aldurazyme Myozyme Renagel Hectorol Synvisc Carticel Thymol Globulin Campath Clolar Thyrogen Sepra Epicel Merck Cosopt Cozaar/hyzaar Crixivan Fosamax Gardasil Invanz Isentress Januvia Maxalt Primaxin Propecia/proscar Proquad Recombivax Hb Rotateq Singulair Vytorin Zetia Zocor Zolinza Zostavax Pfizer Accupril Aricept Aromasin Bextra Caduet Camptosar Celebrex Chantix Depo-medrol Solu-medrol Depo Provera Diflucan Ellence Eraxis Exubera Flagyl Genotropin Geodon Inspra Lipitor Macugen Norvasc Neurontin Rebif Relpax Rescriptor Somavert Sudafed Sutent Spiriva Handihaler Tikosyn Vfend Viagra Viracept Xalatan Xanax Zithromax Zoloft Zyrtec Zyvox schering-plough Cerazette Esmeron Zemuron Levitra Livial Marvelon Desogen Mercilon NuvaRing Puregon Follistim Remeron Remeron SolTab Remicade Temodar Vytorin Zetia wyeth Effexor XR Ativan Protonix Enbrel Torise Tygacil Zosyn

18. why are they successful ?

19. because of significant media, advertising exposure & gp endorsement

20. - brand name - brand identity - brand packaging - packaging usability not because of their:

21. products • brand naming • - brand identity • - brand packaging • packaging usability • together with: • exceptional media and advertising exposure • you build: if you bring exceptional:

22. market leaders

23. 3. a proprietary product shape & color is a key differentiator

24. a look at Lead brand product shapes & colors today

25. XANAX LEVITRA PLAVIX ZITHROMAX JANUVIA LIPITOR ZYRTEC ZOLOFT ZYBAN

26. what do they all have in common?

27. - generic - poorly branded, if at all - not memorable un-unique use internal pharmacy language

28. who is making steps in the right direction…

29. CIALIS VALIUM PRILOSEC ZOCOR

30. 3. your brand identity speaks volumes about who you are

31. 3. an overview of some leading current brand identities

33. what do these all have in common?

34. - generic - void of emotion - not memorable indistinctive crude

35. successful global brand identities

37. why do they work?

38. visually impactful strong, simple, unique, unexpected, memorable & timeless

39. 4. an overview of current pharmaceutical packaging

41. what do they all have in common?

42. - generic - void of emotion - complex poor communication institutional

43. a closer look at the challenges of a specific brand

45. what is the opportunity for the future of prescription drug branding & packaging ?

48. so what’s the next steps

49. in depth dive into jenuvia working along side the merck team important that united* is involved from the get go and gets to be integrated from the beginning.

50. thanks for your time