Brand Desire Pharma

Unlocking Brand Desire in Pharma

We surveyed almost 200 PCPs in the US and UK to understand the role that branding plays in decision-making, and which treatment brands are most desirable to them. The results challenge our assumptions about what makes pharma brands successful, highlighting the power of going beyond the clinical to create a single-minded, emotive connection with physicians.

Physicians confirmed what we’ve long suspected: with little time to make prescribing decisions, they find it harder and harder to distinguish treatments on a clinical level. As a result, the majority of physicians surveyed openly admit that a treatment’s “brand image” plays a critical role in driving differentiation and influencing how a drug is used.

66%: even when products appear clinically similar, the “image” they convey as a brand can be very different

53%: the brand “image” that a treatment projects can influence the way it is used

59%: a drug brand “image” is about more than just its clinical data

We also asked physicians to rate the top 10 most desirable brands – those that engender respect, pride, a sense of personal connection and a desire to prescribe more in future.

From the most desirable brands, we’ve identified three rules for success:

1. GO BEYOND THE FUNCTIONAL

Physicians buy benefits, not data, so go beyond what your drug is to what it means for customers. And in a world of shrinking functional differences, desirable pharma brands create stronger connections by appealing to both heart and head.

2. OWN A SINGLE-MINDED SPACE

Desirable pharma brands don’t try to be all things to all people. They create a clear personality and pick a single-minded space in the market that they own better than everyone else. And then they reinforce this at every single touchpoint: sales aid, lifecycle data, advertising, etc.

3. CREATE A SENSE OF MISSION

The most desirable pharma brands don’t just offer yet another option; they create a sense of ambition and mission that shakes up their market and transforms the approach to treatment

For more information – and to learn how to transform your asset into a desirable brand that will connect with customers – contact James.