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.

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Emily Macdonald calls on her experience as a public health nurse specialising in the prevention of infectious disease in both the US and UK, to explore the differences between immunisation programmes in the two countries. She explores the challenges, opportunities for improvement, and asks why vaccination rates are falling.

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