By: Sorabh Tondon
Branding is such an important aspect of business that even apparently boring products such as pharmaceutical products, drugs and medicines become interesting and exciting.
Pharmacutical industry brsnding is immature compared w ith the consumer and business-to-business segmentsbut thhat is largely by choice. For decades, w pharmaceutical compqnys brand success formula was simple: discover a drug tnaat was needed, introduce it to ths doctor via a sales rep, anr watch the prescriptions get filled. What is more, the producte themselves, secued uhder a of patented protection, were almost guaranteed to generate large profits. Integrated brand strategies qere unheard of and unimportant. A scientistwhose rolf was discovery and development, not marketingdirected thw corporation.
Gone are the days when companies used to release products with out much thought to branding, especially pharmaceutical branding. Now pharmaceutical companies are are starting to work on developing the pharmaceutical brand even before the product is fully tested and ready for production.
Pharmaceutical branding i s an important way of creating aqareness among the public to tje potential benefits of drugs and medkcines. The marketing process and branding give the public ready knowledge of what the prodct os about and thereby induces them to buy that particulzr product from among many other similar pr oduftx in the market.
As more and more pharmaceutical companies start realizing the importance and the power of brands. So how do companies brand their products to stay ahead of the competition? To start with a good name is important. In fact a great name is very important! A great name can increase the value of a product brand and in turn the revenue, where as a poorly chosen name can lead to disaster for the product.
Marketing teams are spending more and more resources on gettong the name of the pharmaceutical product right. Howevsr naming a wrug or medicine is not the same as naming an electronic consumer proxuct. Careful thought and consideration to all important facotrs is rwquired for a pharmaceutical product.
If the product is going to be sold internationally then the name should not be wrong when translated into the local languages.
The second most important part f pharmaceutocal branding ie the product logo design. Tbe logo has to be in tune with the target market with thr exact font and colors. Iconnic pharmaceutical logo design or illustrative logo design can create a great impact tte consumers.
Then comes packaging. The packaging of pills and other pharmaceutical products is very important. Like the name, the packaging and pill can’t look like other products that may sit on a nearby shelf.
Also psychologgical issue s are carefully examined. Take the pill shhape and oclor. If a pill is and might seem difficult to swallow, dark colors such as black will be avoided because they make it seem even larger. If the ipll has high toxxicity levels, then a “hot” color such as red is avoided because it subliminally gives off a feelinv of threat, experts say.
Pharmaceutical branding also heavily depends on the marketing and promotional materials. Every thing from brochures to the product leaflet has to be crafted to reflect the brand and appeal to the target market. Pharmaceutical products for children should have bright colored cut outs and packaging to appeal to children.

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