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Joe Doyle | Medical Marketing Leadership
Joe DoyleMedical Marketing Leadership
Overview
Me
Strategic Planning
Brand Development
Joe Doyle | Medical Marketing Leadership
Overview
Strategic Planning
Brand Development
Me
Joe Doyle | Medical Marketing Leadership
Joseph Doyle Medical Marketing Leadership
Pharma Sales & Medical Agency
Account Management
Academic BackgroundBA Biology
BS – Pharmacy SUNY Buffalo
Creating, Strengthening &
Launching Innovative
Healthcare Brands
Global & USBrand Planning &
Execution
Medical Agency Operations & Management
Joe Doyle | Medical Marketing Leadership
Discussion Overview
Me
Brand Development
Strategic Planning
Joe Doyle | Medical Marketing Leadership
The longest journey begins with a single
step.
Lao Tsu
The First Step
Conduct a strategic review
1• Define Brand Specific Goals• Align Strategies/Tactics• Strengthen Positioning
Joe Doyle | Medical Marketing Leadership
Strategy
Expansion?
Take share?
Leverage clinical & economic data?
VisionWhere
AreWe?
WhereAre We Going?
“If you don’t know where you’re going . . . You’ll probably end up somewhere else!”
Joe Doyle | Medical Marketing Leadership
Analyze the market &
competition.
Develop deep insights into
your audiences.
Codify key issues as the basis for
strategy.
“Where We Are” with the Brand
Market Target Brand
VisionWhere
AreWe?
WhereAre We Going?
Strategic & Tactical Plan
Key Issue 1
Strategy
Tactics
a b c
Key Issue 2
Strategy
Tactics
a b c
Key Issue 3
Strategy
Tactics
a b c
Key Issue 4
Strategy
Tactics
a b c
A strategic roadmap links issues, strategies and tactics to realize the vision.
Joe Doyle | Medical Marketing Leadership
Driving a Belief ShiftBeliefs Drive Behavior
BehaviorWhat do we want them to do?
Current
BehaviorWhat are they doing?
BeliefsWhat do they believe and why?
BeliefWhat do we need them to believe?
Desired
Belief Shift - Drives Behavior Change
Joe Doyle | Medical Marketing Leadership
Great brands are built on great architecture. . .
Core ValuePositioning Personality
Joe Doyle | Medical Marketing Leadership
. . . which is built on an eternal promise . . .
Core Value
Joe Doyle | Medical Marketing Leadership
. . . that appeals to the mind and the heart.
Core ValuePositioning Personality
Rational Emotional
Joe Doyle | Medical Marketing Leadership
Key messages appeal to the mind . . .
Core ValuePositioning Personality
Rational EmotionalKey Message 1
Key Message 2
Key Message 3
Joe Doyle | Medical Marketing Leadership
. . . and are supported by data.
Core ValuePositioning Personality
Rational Emotional
Data Data Data
Data Data Data
Data Data Data
Key Message 1
Key Message 2
Key Message 3
Joe Doyle | Medical Marketing Leadership
The personality appeals to the heart . . .
Core ValuePositioning Personality
Rational Emotional
Joe Doyle | Medical Marketing Leadership
and is built on the brand hallmarks.
Core ValuePositioning Personality
Rational EmotionalImages
Typeface
Tagline
Voice
Logo
Colors
Joe Doyle | Medical Marketing Leadership
Great brands are built on great architecture.
Core ValuePositioning Personality
Rational Emotional
Data Data Data
Data Data Data
Data Data Data
Key Message 1
Key Message 2
Key Message 3
Images
Typeface
Tagline
Voice
Logo
Colors
Joe Doyle | Medical Marketing Leadership
Discussion Overview
Me
Strategic Planning
Brand Development
Joe Doyle | Medical Marketing Leadership
"There's an old Wayne Gretzky
quote that I love. 'I skate to where the puck is going to be, not where
it has been.‘”
Steve Jobs
The Second Step
Re- invigorate the brand
2• Refine messaging• Refresh the identity to
reflect the core technology
• Leverage the evidence
Joe Doyle | Medical Marketing Leadership
23
Messaging Evolves From PositioningPositioning Messaging
What the company wants its target audience (customers) to think about the
brand
How the company communicates the positioning to the target audience
(customers)
Internal External
A good positioning statement needs to be…
• Credible
• Unique and differentiating
• Clinically relevant
• Motivating
• Enduring
A good message needs to be a good story…
• Attention-Getter
• Benefit
• Reason to Believe
• Obstacle Handlers
• Close
Ideally, there should be one unified, global “umbrella” brand positioning
There can be separate messages to different audience segments (e.g., high vs. low users, customers with different needs, different product lines and/or
channels)
Joe Doyle | Medical Marketing Leadership
KOLs – Clinical Messages/Dissemination
Ad Boar
ds
• Input on core positioning and establish a target product profile
• Sort thru and prioritize the clinical evidence and economic outcome data that currently exists that supports the target product profile
• Identify the gaps and establish a plan to fill them
Publications & Material
• Review articles, roundtable discussions, supplements, clinical monographs, case histories, letters to the editor
• Original research articles
• Guideline recommendations
• Educational Slide decks
Peer-to-
Peer Education
• Congress Symposia or Podium Presentations
• Clinical Preceptorships
• Webinars
• Speakers Bureaus
Joe Doyle | Medical Marketing Leadership
Brand Development - Creative
Concepts contain a key visual element, icon, headline, subheads and a tagline
Market research:• Differentiating• Motivating and memorable• Credible and relevant
Develop brand personality and several creative visual alternatives
Expresses the character and benefits of the
brand
Capture the different ways that we can verbally and visually communicate the essential points of the brand to audiences
Essential to ensure you select the strongest concept to communicate with your audience
Joe Doyle | Medical Marketing Leadership
26
CORPORATE BRANDING CASE STUDY: EXAMPLE OF CREATIVITY
Neuland Laboratories
Joe Doyle | Medical Marketing Leadership
Neuland Laboratories extensive scientific, manufacturing and drug discovery & development resources helps their customers thrive
in the competitive pharma arena.
Vision / Objective
PersonalityProblem Solver Scientific Partner
Only Neuland has the experience, insight and vision to provide customized, end-to-end drug discovery, effective formulation, and
clinical services solutions that enables their clients reduce the inherent risks of commercialization and further secure their competitive edge.
PositioningStatement
Brand Overview
Situation:Neuland Laboratories is an India based API, Contract Manufacturing and other Essential Drug Discovery & Development Provider to the Global Pharma Market
Our goals were to position Neuland Laboratories on the strength it brings to its customers today and tomorrow as it broadens its services, create a new and distinct corporate brand identity based on this positioning and to effectively communicate this brand identity via core promotional tactics.
Joe Doyle | Medical Marketing Leadership
28
Neuland Brand Concept A
29
Neuland Brand Concept B
30
The Winner!
31
Neuland BoothBIO 2008
32
Integrated Strategic Roadmap to Success
• Market• Company/Product• Competition• Target Audience - Segmentation - Needs - Beliefs & Behaviors
SWOT
Key Issues
The Unique Core Promise
MessagingThe Compelling Story
Brand IdentityThe Perception
KOL Activities
Brand Promotion
Education, Publications
Congress & Trade Shows
Consistency Across Tactical Channels
Where are You?
Where doYou Want
To Be?- - - - - - - - - - - - - - - - - - - - - - - - -
Strategic Imperatives
Business Impact Brand Development Clinical Leadership
SituationAnalysis
Marketing Vision,Goals & Objectives
Positioning
Joe Doyle | Medical Marketing Leadership
Have a bias toward action.
Let’s see something
happen now!
Indiria Ghandi
Three Steps Toward the Future
Penetrateinternational markets
3• Elevate your brand• Fortify leadership position• Develop a global platform
Joe Doyle | Medical Marketing Leadership
Deliverable and Key Areas of Focus
Deliverable:Develop and launch a focused, actionable global integrated tactical marketing & sales plan to grow brand penetration and share in select high growth country markets
Areas of Focus:• Innovation Leader - providing better patient outcomes• Scientific Data Development and Education- Propose specific investments in
countries or institutions via specific clinical studies. Invest in patient education programs for physicians and nurses using regional KOLs
• Reimbursement Economics - outline funding available in specific country markets as well as individual product reimbursement opportunities. Propose specific economic studies that can be conducted for a specific country or institution
Joe Doyle | Medical Marketing Leadership
A Global Actionable Platform
Science
• Unparalleled objective studies by researchers around the world demonstrate the clinical advantages of its innovative technologies
Systems
•Portfolio of clinically-proven systems unsurpassed in innovation, performance and patient safety
Solutions
•Provide patient care solutions by giving health care providers the flexibility to configure systems for the information they need to optimize clinical decision-making and reduce costs
Support
•Go beyond the traditional customer service & technology support and educational programs by offering truly unique risk share programs
Demonstrate Leadership in Four Areas
Joe Doyle | Medical Marketing Leadership
Three Steps Toward the Future
Conduct a strategic review
Re-invigorate the brand
Penetrateinternational markets
3
2
1
Joe Doyle | Medical Marketing Leadership
. . . this nation should land a man on the Moon and
return him safely to the Earth.
John F. Kennedy
Joe Doyle
LeadershipStrategy Execution