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
» 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
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