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Main Subject - Beyond Marketing: Bringing Your Brand to Life
Imagine you are about to embark on a trip of a lifetime. You’ve received brochures for a luxury resort. The rooms are lavish; the grounds impeccable. Photos of the restaurant’s signature dishes look delectable. You’re sold.
You go to the hotel. The room is musty and a tad dirty. The food is barely passable. Service is brusque and spotty at best. When you complain to management, you’re
You go to the hotel. The room is musty and a tad dirty. The food is barely passable. Service is brusque and spotty at best. When you complain to management, you’re
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
met with indifference, or worse, silence. You leave disillusioned and disgusted. For all the resort’s slick marketing, they’ve fallen woefully short.
Branding goes well beyond marketing. It will not be successful without ensuring that all aspects of your business reflect and support your intended brand. One of your most valuable assets—your people—must be well-trained in articulating a
Branding goes well beyond marketing. It will not be successful without ensuring that all aspects of your business reflect and support your intended brand. One of your most valuable assets—your people—must be well-trained in articulating a
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
nd delivering on your brand. This step is particularly important for service organizations that don’t have concrete products. Their offerings are soft assets like knowledge, experience and people.
When employees don’t deliver the brand, it can be the kiss of death for a business. Don’t believe me? Visit a hotel review web site like TripAdvisor.com. Peruse travelers’ comments and you’ll
When employees don’t deliver the brand, it can be the kiss of death for a business. Don’t believe me? Visit a hotel review web site like TripAdvisor.com. Peruse travelers’ comments and you’ll
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
likely come across more than a few who cite poor customer service for their negative hotel reviews. Conversely, employees who represent the brand flawlessly and consistently can propel a business to stardom.
Brand: The Sum of All Its Parts
Despite what many believe, brand isn’t about your logo, tagline and glossy brochure. Instead, a strong brand integrates multiple components
Brand: The Sum of All Its Parts
Despite what many believe, brand isn’t about your logo, tagline and glossy brochure. Instead, a strong brand integrates multiple components
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
all of them necessary, including customer interactions, employee communications, corporate philosophy and advertising/marketing efforts. Your brand extends to your employees, customers, the media and even the general public as the above story illustrates. If these components don’t consistently reinforce your brand, customers will become dissatisfied. The negative impact of their percep
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
tion, should they voice their opinions to other potential customers or even the media, could have a ripple effect on your business. This can erode your brand equity and create misperceptions about your company in the market, that in turn could lead prospective customers, employees and investors to pass on your organization.
On the other hand, brand consistency throughout all levels of
On the other hand, brand consistency throughout all levels of
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
the organization helps drive an organization to grow and prosper. Strong brands can drive an increase in sales. The company is better suited to attract and retain the best employees. Vendors can see value in your brand and look to establish partnerships with your business, while investors will see the business and your brand equity as a valuable commodity.
Branding Through Your Empl
Branding Through Your Empl
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
oyees
Your employees are one of the most critical touch points for your customer. Here are several steps to ensure that they are representing your brand in the best light possible.
Your employees are one of the most critical touch points for your customer. Here are several steps to ensure that they are representing your brand in the best light possible.
- Develop a Company Philosophy.
A thoughtfully planned philosophy that guides how your company operates is the first step to reinforcing your brand among your workforce. The prestigious
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
itz Carlton Hotel Company is an excellent example. They have created the following five “Gold Standards” for their business operations that reinforce the brand and detail an employee’s role in delivering on this brand:
- A vision to revolutionize hospitality in America by creating a luxury setting for guests and a credo that states the company’s commitment to the genuine care a
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
nd comfort of its guests.
A motto that exemplifies the level of service for its guests: We are ladies and gentlemen serving ladies and gentlemen.
Three Steps of Service:
- A warm and sincere greeting that uses the guest name, if and when possible
- Anticipation and compliance with guest needs, and
- A fond farewell that uses a guest’s
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
name, if and when possible.
“20 Basics” that outline the responsibilities and expectations for how the company delivers on its service (including #13—Never Lose a Guest).
The Employee Promise (“At The Ritz-Carlton, our Ladies & Gentlemen are the most important resource in our service commitment to our guests.”).
Maintain Brand Consiste
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
ncy.
This step is essential to building a strong brand. However, it is often one of the first steps to unravel. You must establish consistency throughout all aspects of your organization. But setting the standards is not enough. You must constantly evaluate your actions. Establish checkpoints for each aspect of the business that interacts with customers and the general public. Ensu
This step is essential to building a strong brand. However, it is often one of the first steps to unravel. You must establish consistency throughout all aspects of your organization. But setting the standards is not enough. You must constantly evaluate your actions. Establish checkpoints for each aspect of the business that interacts with customers and the general public. Ensu
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
e that each employee is empowered to identify and address inconsistencies in your brand. Fail to deliver on brand with one customer, and he or she might forget. Fail to do so for another, and he or she might not be so forgiving. It only takes a scant few to dispel the brand you are touting.
Practice What You Preach.
The best way to lead is by example. If your brand pro
The best way to lead is by example. If your brand pro
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
jects your organization as one which supports its employees and then reneges on that promise, your brand (and sales) will suffer. Case in point: Wal-Mart. The company says, “We believe that one of the keys to our success is our people and how we treat them.” However, the retail chain has been the subject of unfair employee wage practice lawsuits. Moreover, though they say they value the
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
ir target customer (the hard working middle class) their actions aren’t necessarily consistent with the rhetoric.
Implement Brand Guidelines.
In order to ensure brand consistency, your organization must establish a framework or set of brand guidelines for all to follow. We’re not merely talking about logo or corporate identity guidelines, but actual brand guidelines
In order to ensure brand consistency, your organization must establish a framework or set of brand guidelines for all to follow. We’re not merely talking about logo or corporate identity guidelines, but actual brand guidelines
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
that communicate the company’s brand positioning statement, key messages, core values, brand attributes, measures of success and processes for handling customer issues or feedback. Federal Express was an early pioneer in this idea. The international shipper utilizes an Internet-based program which outlines the company’s brand guidelines. This detailed approach provides guidance on
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
verything from the graphic standards for use of the company logo to how cultural differences affect brand (particularly important for global companies). Establishing brand guidelines leaves no room for misinterpretation and helps maintain consistency throughout all levels of the organization.
Understand and Address Cultural Differences.
With advancements in technology,
With advancements in technology,
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
communications and the Internet, we are truly becoming a global economy. Considering cultural differences when building a brand is more important than ever, particularly if your business has international reach. Words and phrases in America might not translate to the same meaning in another country. What customers value and perceive as positive in the United States may be perceived rad
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
ically different elsewhere. In the past, the United States was the model that all others wanted to emulate. That isn’t necessarily the case today. Therefore, it is incumbent on corporations to ensure that their brands can transcend these cultural differences, if they are to have a greater geographical reach.
Brand extends well beyond your marketing efforts. Your brand is on
Brand extends well beyond your marketing efforts. Your brand is on
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
ly as good as the people behind it...and the people in front of your customer. Take the time to effectively build a corporate culture that mirrors your brand. Train your employees to represent that brand. Evaluate your consistency in delivering your brand across all aspects of your business. In doing so, you will strengthen your brand equity and position your company for greater success
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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