Empower the Future of Marketing


Friday, August 03, 2018

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 has to be 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 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 process further complicate the situation.

At Illuminera, it is our belief that, regardless how special an industry may be, the most effective brand strategy should be grounded in insights and inspired by creativity. With this belief, our consultants developed our own 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 seminar will offer a new approach to brand strategy development and share our best practices. Real world cases will be used to inspire thinking and discussions.


» The power of a sound brand strategy
» What makes a brand strategy great?

» New ways to build powerful brand strategy

» How to stand out in cluttered competition?

» Evolving a brand strategy in highly dynamic competitive environment

Who Should Participate

Marketing directors/managers, brand/product managers, strategy planners or market researchers

in pharmaceutical and device makers




Paul Zhou, CEO, Illuminera

Evan Zhou, Director, IlluminHealth