Empower the Future of Marketing


Friday, June 09, 2017

The Making of Blockbuster DrugsThe art of developing powerful pharmaceutical brand strategy

Shanshan Ye

Tel: 8621 5385 1000

Email: Shanshan.Ye@illuminera.com

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If there is one phenomenon that defines the pharmaceutical sector in the past decade, it is the commoditization of drugs. Increasingly highly anticipated new drugs rolling out of pipelines turn out to be just me-too’s. Gone are the days when the unique strengths of a product trump its brand strategy and the drug

literally sells itself.


Bad news for the drug companies but good news for the healthcare marketing professionals! When drugs resemble each other so much, whoever is capable of making his/her drug standout in customers’ minds wins the war.


The route to powerful brand strategy, however, is not so clear in an industry that is for the most part sales-driven. In addition, complex environment and confusing decision making processes further complicate the situation.


At Illuminera, it is our belief that, regardless of how special an industry may be, the most effective brand strategy should be grounded on insights and inspired by creativity. With this belief, our consultants developed the Disciplined Creativity. framework and made lasting impact on brands such as Byetta, Aprovel, Vancocin, Cymbalta, Trajenta, Viread, etc.


Especially designed for experienced marketing and market research practitioners in the pharmaceutical sector, this one-day seminar will offer a new approach to brand strategy development and share our best practices. Real world cases and group exercises will be used to inspire thinking and discussions.


»  The power of a sound brand strategy

»  What makes a brand strategy great?

»  Disciplined Creativity. - A new way to build powerful brand strategy

»  How to stand out in cluttered competition?

»  Evolving a brand strategy in highly dynamic competitive environment

»  Crafting a portfolio strategy

Who Should Participate

Marketing professionals in healthcare industry


The Westin Bund Center Shanghai


Ashok Sethi

Head of Illuminera Institute

Ashok heads the Illuminera Institute, whose mission is to expand the frontiers of marketing research and provide powerful insights and decision making support to marketing companies. 

He has previously headed custom research business of GfK and TNS in China, leading teams of highly skilled and experienced researchers to develop close and consultative relationships with clients.

With over 30 years of experience in market and social research - in China, Hong Kong, India and other Asian countries, he has also worked as Regional Director for Best Practice and Methodology and Head of Consumer Insights for Emerging Markets at TNS.

He has extensive experience in both qualitative and quantitative research and in sectors as diverse as FMCG, Finance, Healthcare, Telecoms, Automotive and social marketing and has worked on a diverse set of projects focusing on consumer insights including the luxury market, the digital evolution, retail trends, youth research and on consumer trends in Asia.

Ashok’s has diverse interests, which include statistical methods, behavioral economics and ethnography. He is an active speaker on Asian and Chinese markets and consumer trends at various industry and marketing forums and is a regular contributor to the business press.

He writes a regular blog on consumer insights: https://www.linkedin.com/in/ashokset/