Blueprint for healthcare: Brand strategy and planning

Natasha Cowan, Zoe Bartley, Jiayi Chen|21st May 2019

A brand lives in the heart and mind of its audience as a sum of experiences. Every engagement presents an opportunity to deliver a positive experience and suboptimal experiences have a lasting impact on the brand.

When pharmaceutical and biotech companies are working on brand strategy and brand planning it is vital that they take an ‘outside-in view’ and understand what makes their healthcare customers tick.

Only when they are armed with patient, HCP and other stakeholder insights can they ensure that their pharmaceutical brand positioning can deliver against those customer needs and provide a successful customer-centric and multichannel experience.

To help companies to do this, Blue Latitude Health has developed an innovative two-part brand strategy and planning pack; that’s based around its new ‘Four Corners of Brand Experience’ approach for campaign management. Grounded in consumer and FMCG marketing, where the perception of a brand is based on experiences, the ‘Four Corners’ approach acknowledges the similarities those sectors have with the pharmaceutical industry as well as the differences.

Alongside the framework, is a checklist of 50 questions, a brand team needs to ask, in order to deliver customer-centric multichannel campaigns efficiently and effectively. The questions are grouped around the five stages of brand planning:

1. Operations and set up

2. Insight

3. Planning

4. Execution

5. Measurement

It also allows for differing approaches based on product lifecycle, including pre-launch and established products.

Blue Latitude Health, developed these practical tools, while working with the top pharma and biotech organisations and brands across the globe to develop customer centric brand strategy and integrated multichannel campaigns, driving behaviour change and brand loyalty. Download this pack to benefit from this knowledge.

Battling breast cancer with precision medicine (Part 1)

Natasha Cowan|13th June 2019

Laura Holmes Haddad is a breast cancer survivor. She made the incredibly brave decision to participate in a PARP inhibitor precision medicine trial. Here, the author and precision medicine advocate tells her story and explains what industry needs to remember when treating cancer patients with precision medicine.

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The role of brain health in treating MS

Blue Latitude Health|7th June 2019

Blue Latitude Health speaks to Professor Gavin Giovannoni, key opinion leader and Chair of Neurology, Barts and The London School of Medicine and Dentistry, about his theories on brain health, the importance of a holistic approach to MS and why digital technology is the future of effective MS care.

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Diagnosing MS: are we getting it right?

Guest Blogger|30th May 2019

Multi-award-winning patient advocate, Trishna Bharadia, walks through the complications involved with an MS diagnosis, including the challenges for healthcare systems and a handful of insightful patient stories.

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