pharmaceutical branding strategies and communicationpharmaceutical branding strategies and...

Pharmaceutical Branding Strategies and

Communication 1B. Kishore Babu and

2M.V.A.L. Narasimha Rao

1Koneru Lakshmaiah Education Foundation,

Vaddeswaram, Guntur, Andhra Pradesh, India. 2Koneru Lakshmaiah Education Foundation,

Vaddeswaram, Guntur, Andhra Pradesh, India.

Abstract The pharmaceutical industry in India is at present overcrowded and

bunged with over 60000 brands competing with each other for a share of

36.5 billion dollar hefty market. Only 300 products out of this labyrinth of

60000 and odd brands account for over 45 percent of the total sales volume.

In these research different types of brand names and what type of

communication, these bands are providing to the doctor discussed. Primary

data is collected by interacting with product managers and marketing

professionals of different pharmaceutical organizations in Hyderabad, and

some information from doctors of Vijayawada and secondary data is

collected referring some journals and websites. All the brand managers are

naming the products in such a way that the name will give some

communication like chemical name, dosage, drug class, therapy, indication

or use to the doctor. What’s there in a name? Someone say that there is

nothing more to a name. In today‘s me-too world, everything is there in the

brand name. The product a name is very important tool that can cut

through the chaos and confusion in the market place, where the number of

brands seems to be ever increasing. In case of prescription drugs, the doctor

is real customer and patient is consumer, as the sale of drug is only

exaggerated by prescription of physicians. Every day minimum 10-12

medical representatives are meeting the doctor and detailing minimum 5

products. The doctors are unable to remember the brand name, dosage

schedule, ingredients, and class of drug molecules. That’s why brand

communication will place a vital role in remembering the brand by doctors

Key Words:Brand, pharmaceutical industry, prescription, Strategy,

Communication.

International Journal of Pure and Applied MathematicsVolume 118 No. 18 2018, 1209-1220ISSN: 1311-8080 (printed version); ISSN: 1314-3395 (on-line version)url: http://www.ijpam.euSpecial Issue ijpam.eu

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1. Introduction

Name is the clip that dangles the brand on the product ranking in the prospect’s

mind. A name should tell the prospect what he product is and its major benefit.

Choosing a name is like a driving a racing car. To win you have got to take

chances.. you have to select a name that are almost, but not quite generic. A

good name is the best insurance for long term success.

Brand names have to be easy to pronounce and, if they are to be memorable, be

short, distinctive and difficult to imitate.

The brand names have to be identified very early in the process as they are part

of the brand equity that will be created. The pharmaceutical companies

understand the customers.

For pharmacy companies doctor is a customer and patient is a consumer. To the

doctor, the brand comes first, and the brand only later. Therefore, the brand will

focuses on doctor. The brand will give clues to the doctor to remember and

recall.

The future of many companies lies in brands. By using brands as a preliminary

point in the formulation of company strategy, a significant prerequisite for a

new direction –brand direction – is created. Reputable brands have an immense

prospective for increasing the talent of companies to battle as well as creating

their growth and prosperity.

Understanding of this impending will make brands important in the formulation

of company strategies as a foundation for sustainable competitive advantage.

Every brand strategy is more or less unique. The recipe and the comparative

weight the diverse parts of the message can be varied indefinitely

2. Materials and Methodology

Research Problem

The Statement of Problem is that 'Do pharma brand names will provide any

information (Communication) to doctors is not? If provides what type of

Communication (information) that brands will give to the doctors

Research Objectives To study different pharmaceutical brand name strategies.

To analyze the brands and identifying the logic behind putting the

names.

To study the brand communicates to the doctors in pharma industry.

Review of Literature

(Chandler and Owen 2002). In the current market scenario, some

pharmaceutical companies have been exploring how to develop brands but there

International Journal of Pure and Applied Mathematics Special Issue

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is still much puzzlement in the way brands are defined, consideration about and

managed. At its simplest some six prescription drug marketers believe that

giving a name to a certain product will make it a brand.

Others believe that adding a bit of imagery to a product will be satisfactory to

craft a brand

(Erickson 2001). The brand name is based on the scientific name of the

molecule. This has been the conventional way of christening pharmaceutical

products.

(Kapferer 1997) in spite of the lack of brand focal point in the pharmaceutical

industry, we consider on the other hand that the trade has not realized that it is

managing brands and not just products.

Definitely, the pharmaceutical product has all the elements that make it a brand.

The brand has an existence in both doctors and patients minds, that goes further

than the product itself. Pharmaceutical companies develop molecules but

doctors prescribe brands.

(Aaker 1991, Kapferer 2001).Branding can help to sustain the brand against

generics after patent expiration. A strong brand will benefit from a high

consumer loyalty.

3. Research Design

Data Collection Methods

The data can be collected from Primary as well as Secondary sources.

A) Primary Data Sources Face to Face Interception with some Product managers, Marketing

professionals in different pharmaceutical companies and some doctors at

Hyderabad and Vijayawada

B) Secondary Data Sources Published Research articles, journals, and CIMS.

Internet & Text Books.

Results: All the brand managers are naming the products in such a way that the

name will give some communication like chemical name, dosage, drug class,

therapy, indication or use to the doctor. The different brand name strategies and

communication of brands to the doctors are discussed below.

Brand Name Strategies 1. Active Ingredient/Generic/Chemical Name Strategy

This branding strategy gives information about active ingredient in the

formulations. Some examples are,


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Table 1: Active Ingredient/Generic/Chemical Name

s.no. Name of the product Active ingredient Company name

1. METROGYL METRONIDAZOLE JB CHEMICALS

2. PEMOL PARACETAMOL CHARMOS BIOTECH

3 PERATOL PARACETAMOL LENIT PHARMA

4 PIROX Piroxicam CIPLA

5 DINAC Diclofenanc sodium EG PHARMA

6 SERRA Serratiopeptidase KAMRON LAB

7 CEF Cefuroxime axetil SIENNA

8. CEPIME Cefepime ALEMBIC

9 AMI Amikacin SIESTA PHARMA

10 AMIKA Amikacin ACCORD PHARMA

1 DOXY Doxycycline hcl U.S VITAMINS

12 AZIT Azithromycin RADICO REMIDIES

13 AZITHRO Azithromycin INDSWIFT

14 ROXY Roxithromycin INDSWIFT

15 CLARIT Clarithromycin FINE CURE

16 LINCO Lincomycin D.P.P.L

17 CIP Ciprofloxacin HELIOS PHARMA

18 NORFLOX Norfloxacin CIPLA

19 OFLACIN Ofloxacin MICROVISION

20 OFLOX Ofloxacin CHEMO BIOLOGICAL

2. Frequency of Usage Strategy

The name will contain an identifiable portion of the active ingredient name tied

to a prescription abbreviation. This strategy is powerful to give information

regarding dosage schedule to physicians. Examples are

Table 2: Frequency of Usage

s.no Name of the

product

Active

ingredient

Frequency in takae

in a day

Company name

1. ROXIBID Roxithromycin LESANTE Bid means bis-in-die take two

times a day

2 CIPROBID Ciprofloxacin ZYDUS CADILA Bid means bis-in-die take two

times a day

3. QUINBID Ciprofloxacin VERSATO; Bid means bis-in-die take two

times a day

4. SPAROD Sparfloxacin ZENPHARMA O.D means once daily

5. GRISOD Griseofulvin AMAERICAN

REMEDIES

O.D means once daily

6 NORBID Norfloxacin O.D means once daily

7 OFLOBID Ofloxacin SANBURY Bid means bis-in-die take two

times a day

8 QUINOBID Norfloxacin MICRONOVA

9 ALERTEN-

0D

B-Complex MDC PHARMA

10 CONTIFLO

OD

Tamsulosin.Hcl RANBAXY Once daily

11 PENTIDS Pencillin-G ABBOTT Tid(ter in die" (in Latin, 3 times

a day).


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3. Company base Brand Name Strategy

The name will contain an identifiable portion of the corporate name tied to a

certain product or product line.

This strategy is of course only powerful when the corporate name is well known

and has strong positive associations. Some examples are

Table 3: Company based Brand Name Strategy

s.no Name of the product Company name

1. SPARNAT NATCO

2. BAYERS TONIC BAYERS

3. ARISTOZYME ARISTO

4 LUPIZYME LUPIN

5 PERCHCAL PERCH

6 VOMIKIND MANKIND

7 ARISTOGYL ARISTO

8. ARISTOCILLIN ARISTO

9 BIOCARB BIOCHEM

10 GENOGYL-N GENO

11 DOLOKIND MANKIND

12 LIVOKIND MANKIND

13 BLUCLOX BLUE CROSS

14 GENOZYME GENO

15 MAPRAZYME MAPRA

16 MARCOZYME MARC LAB

17 BAYCOL BAYER

18 GENOPHANE GENO

19 Novarapid Novo Nordisk

4. Indication based Brand Name Strategy

The selected name will connote a particular use, indication or characteristic of a

brand. This type of brand names will give information regarding the indication,

where the brand has to prescribe.

Table 4: Indication based Brand Name Strategy

S.no Name of the

product

Active ingredient Company

name

Indication

1 Antiworm Albendazole Hi-tech Lab To treat worm infestations

2 Wormin-a Albendazole Cadila To treat worm infestations

3 Kalm Alprozolam Bupa

pharma

Used to treat anxiety disorders and

short term relief of symptoms of

anxiety

4 Anxit Alprozolam Microlabs Used to treat anxiety disorders and

short term relief of symptoms of

anxiety

5 Vomikind Ondansetron Mankind Relief in nausea and vomiting

6 Unwanted Mipepristone Mankind Used in unwanted pregnancies

7 Lariago CHLOROQUINE

PHASPATE

Ipca Used in malaria

8 Heamup Glycerinated

haemoglobin

Cadila Haematinic

9 electral electrolytes FDC Electrolyte replenishment


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5. Segment based Strategy

The selected name will signify a particular he consumers to whom this brands

are intended. These types of brand names will give information regarding the

dosage. The dosage regime of children will changes from dosage regime of

adults.

Table 5: Segment based Strategy

S.no Brand name Company name Description of use

1 Geriforte Himalaya Tonic for the geriatrics

2 Kidrox Cadila Tablets for kids

3 Podox kid Ordain healthcare Pvt.Ltd Tablets for kids

4 Cefanor Kid Aticon pharma Tablets for kids

5 Derox Kid DWD Tablets for kids

6 Rezkid Shreya Tablets for kids

6. Family Name or Drug Class Name

The family name is a brand name that is similar to other products in the same

class and is registered by the same company. There is also the possibility of

identifying a name that is semi-descriptive of a drug class:

Table 6: Family Name

S.noo Brand name Company Active ingredient Drug class/family

1 Quinolox Kopran Norfloxacin Fluoroquinolones

2 Gatiquin Cipla gatifloxacin Fluoroquinolones

3 Gf-Quin Nexus gatifloxacin Fluoroquinolones

4 Hostacycline Sanofi aventis Tetracycline Tetracycline

5 CHLOROMYCETI

N

PFIZER CHLORAMPHENICOL CHLORAMPHENICOL

6 MACROX INDU DRUGS Roxithromycin Macrolides

7 MACLOR GLENMARK CLARITHROMYCIN Macrolides

8 BETABLOC U.S.V. PROPRANOLOL Hcl Beta blockers

9 BETACAP SUN PHARMA PROPRANOLOL Beta blockers

10 ZIBLOK FDC ATENOLOL Beta blockers

11 ANGIOPRIL TORRENT CAPTOPRIL ACE

INHIBITORS(Angiotensin

11 converting enzymes)

12 ANGISED GSK GLYCERYL

TRINITRATE

ANTI-ANGINAL DRUGS

13 ANGITAB NICHOLAS ISOSORBIDE-5-

MONONITRATE

ANTI-ANGINAL DRUGS

14 ANGINEX WYETH ISOSORBIDE-5-

MONONITRATE

ANTI-ANGINAL DRUGS

15 ANGICOR NOVARTIS ISOSORBIDE-5-

MONONITRATE

ANTI-ANGINAL DRUGS

16 ANGITRIT UNISEARCH ISOSORBIDE-5-

MONONITRATE

ANTI-ANGINAL DRUGS

17 CALBLOC UNISEARCH NIFEDIPINE CALCIUM CHANNEL

BLOCKER

18 VASODILAN MDC Isoxsuprine Hcl VASODILATOR

19 ANTIPLATELET STANMARK

PHARMA

CLOPIDOGREL+ASPIRIN ANTIPLATELET DRUS

7. Category-Cum-Ingredient Based

The name will contain an identifiable portion of the ingredients tied to a certain

product or product line category..


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This strategy gives clues to the physicians regarding category of product lines

and active ingredients which are there in the brand. Examples are

Table 7: CategoryFamily Name

s.no Product name Company description

1 ZEVIT GSK Vitamin fortified with zinc

2 GINSIVIT NUTAL PHARMA Vitamin fortified with Ginseng

3 GINOVIT-FZ SHINTO

ORGANICS

Vitamin fortified with Ginseng and folic

acid

4 GENEVITAL GENE LAB Vitamin fortified with Ginseng

5 GVZ ESTER

FORMULATIONS

Vitamin fortified with Ginseng & Zinc

6 VITAZINC BALPHARMA Vitamin fortified with zinc

7 VIMSENG SUVIK HITEK Ginseng with vitamins and Minerals

8 VITALSENG ANVIK BIOTECH Ginseng with Vitamins

9 VIMIN-G NEW GAYZEL

PHARMA

Ginseng with vitamins and Minerals

8. Brand-Cum-Ingredient Based

The name will contain general brand name tied to a ingredients which are

present in the formulation. Examples are s.no Brand name Company description

1 BECOZINC DR. REDDY’S LABORATORIES B-complex fortified with zinc

2 CARBOMOX WIN MEDICARE Amoxycillin+Carbocisteine

3 CARMOX INDU DRUGS Amoxycillin+Carbocisteine

4 AMPILOX BIOCHEM Ampicillin+Cloxacillin

5 CARBOMOX WIN MEDICARE Caarbocisteine+Amoxycillin

6 MOXBRO DWD Amoxycillin+Bromhexine

7 CLAVMOX MONTAGE LAB Clavulanic acid+ Amoxycillin

8 PANTADOM DISCOVERYMANKIND Pantoprazole+Domperidone

9 PANTDOM SBP HEALTHCARE Pantoprazole+Domperidone

10 ZEEFOL BROOKS PHARMA Zinc+Folic acid

11 BEPLEX-ZEE AFD B-complex fortified with zinc

12 CLAVAMOX ULTRA CHIRON Amoxycillin+Clavulanic acid

9. Property/Attribute Based

The name will contain general brand name tied to properties of an ingredients

which are present in the formulation. Examples are s.no Brand name Company Description

1 SWEETEX Sweetener

2 SUGAR

FREE

CADILA

HEALTHCARE

Free from sugar but one pellet is

equivalent in sweetness to one

teaspoonful of sugar

3 ASPASWEET INTAS Freefrom sugar but one pellet is

equivalent in sweetness to one

teaspoonful of sugar

10. Duration of Action Based

These types of brands indirectly explains the technology the company used in


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the manufacturing. These types of brands will give information regarding how

long the drug will be there in the body. Examples are s.no Brand name Company description

1 AMPILONG (DR. REDDY’S

LABORATORIES

Long-acting ampicillin

2 CEFALONG (DR. REDDY’S

LABORATORIES

Long- acting cephalexin

3 OVERAN-

SR

Sustained release diclofenac sodium

tablets

11. Brand Related to Diseases on which it Acts

These types of brand names will give information regarding on which diseases,

the brand has to prescribe. Examples are S.no Brand

name

Company Description of use

against disease

Active ingredient

1 FUNGIC

ARE

LANCER HEALTH CARE Active against a

wide range of fungi

Fluconazole

2 FUNGIS

OME

LIFECARE

PHARMACEUTICALS

LTD.

Active against a

wide range of fungi

and yeasts

Amphotericin-B

3 FUNGIZ

ONE

NICHOLAS Active against a

wide range of fungi

and yeasts

Amphotericin-B

4 FUNGIB

ID

ENDOCARD Active against a

wide range of fungi

Fluconazole

12. Brand Names based on Time (Which Have to be Taken)

This type of brand names will give information to the physicians that the time

when the brand has to consume by the patients. S.no Brand name Company name Active

ingredient

Reason Behind the brand

1 9 PM CIPLA Latanoprost One drop in affected eye once daily in the evening

2 11PM WISDOM PHARMA

Sildenafil citrate

One tablet 1 hour before sexual activity

13. Brand Names based on Drugs which Acting Against Microorganisms

These types of brands will give information about the microorganisms on which

the brand acts. S.no Brand

name

Company name Active ingredient Acting against micro organism/fungi

1 CANDID GLENMARK Clotrimazole Active against different species of Candida

like a Candida albicans

2 CANDIRI

D

GARY

PHARMA

Clotrimazole Active against different species of Candida

like a Candida albicans

3 CANDIZO

LE-T

NEU FOREVA Metronidazole+Ti

nidazole

Active against different species of Candida

14. Therapy Names

The name will be pinpointing of the disease the product treats. Additionally,

generics may find it easy to select a name that is close to the therapy and the


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known pharmaceutical brand. s.no Brand

name

Company Used in therapy Reason Behind the

Brand

1 PROCA

RDIA

PFIZER Used in patiaents suffering

from heart problems

Cardiac means heart in

general usage.

2

PH4 BIOLOGICAL-E-

LIMITED

Ulcer therapy ANTACID. to

normalize the Ph4

3 NICARD

IA

J.B.CHEMICALS Used in patients suffering

from hypertension

Cardiac means related

to heart in general

usage

4

CARDIO

XIN

NOVARTIS Used in patients suffering

from cardiac

tachyarrhythmia


to heart in general

usage

5 CARDE

NOL

AGRON REMEDIES Used in hypertension(to

reduce Blood pressure)


to heart in general

usage

6 B.P.NOR

M

VAZOKARE(MEDLE

Y)

Used in hypertension(to

reduce Blood pressure

B.P. means blood

pressure.

7 B.P.ACT ACTIVE

HEALTHCARE

Used in hypertension(to

reduce Blood pressure

B.P. means blood

pressure

15. Brand Extension Strategy

If the existing brand name is familiar with doctors, then the companies will go

for brand extensions. This type of brands will easy for doctors to remember and

give the information about the added ingredient to the original brand. S.n

o

Brand name with active

ingredient

Extended

brand name

Company Name of

additional active

ingredient

1 Recofast RecofastPlus Shreya Paracetamol

2 Serra

D(serratiopeptidase+Diclo

fenac sodium)

SerraDP KamronLab Paracetamol

3 Flazen-

D(serratiopeptidase+Diclo

fenac

Flazen-DP Svizera

Healthcare

Paracetamol

4 Acebloc(Aceclofinac) Acebloc-P BIOCHEM PARACETAMO

L

5 Cyclopam

(DicyclomineHcl+Paracet

amol)

Cyclopam

Plus

INDOCO MEFANAMIC

ACID

6 METROGYL(METRONI

DAZOLE)

METROGYL-

F

J.B.CHEMIC

ALS

FURAZOLIDON

E

16. Line Extension Strategy

If form of the brand changes, then the manufacture will use this type of brand

names. These types of brands are well established and doctors are known about


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the composition. So it is easy for the doctors to remember this type of line

extensions. S.no Name of the Brand Line extension Brand name Company Name

1 TINI(TABLET FORM)

TINI SUSPENSION KOPRAN

2 METRON (TAB) METRON SUSPENSION ULTRACARE(Alkem)

3 FOLOUP(TAB) FOLOUP(DRY SYRUP) INTIMA(IPCA)

4 CEFOPROX(TAB) CEFAPROX-DT(DISPERSIBLE

TABLETS)

Cefaprox(Dry syrup)

CIPLA

5 CEFDIEL (CAP) CEFDIEL (SUSPENSION)

CEFDIEL REDIMIX (SUSPENSION)

RANBAXY

6 VOVERAN(TAB) VOVERAN GEL

VOVERAN (INJ)

NOVARTIS

7 JUSGO GEL JUSGO SPRAY INDI PHARMA

17. New Invented Names

The benefit of this strategy is to recognize a exceptional and idiosyncratic name

that can also be used for universal expansion. It is also easier to guard from a

lawful point of view. Based on these various strategies, New invented names are

ideal to meet the criteria of uniqueness and memorability. S.NO NAME OF THE

PRODUCT

Company

name

Logic Behind the product

1 RECOFAST SHREYA FORECAST(THE LETTERS

ARE INTERCHANGED AS

RECOFAST)DISTURBS

RECOFAST RECOVERS FAST

2 PREVIL SHREYA LIVER-P(Liver protective(if u

read from back to front u can get

liver-p

P STANDS FOR

PROTECTIVE

3 2-PEN SHREYA 2-penicillins (ampicillin+Cloxacillin)

4 DURON-T LEGEND DUAL IRON INGREDIENTS

IN THERAPEUTIC DOSES

5 MONTONEX

FORETE

SHREYA

LABS

Montonex is the test used to

detect the Tuberculosis.

Montonex is the test used

to detect the Tuberculosis.

6 AKT-4 LUPIN AKT- means antikoch’s

treatment. (Tuberculosis is also

called Koch’s disease) 4 stands for four drugs.

7 Y2CAL Mount Mettur Calcium preparation launched in

new millennium i.e. year 2000

8 PAINGO BIOMED The pain will go like any thing.

9 KAFNO BIOMED NOCOUGH

10 Metformin-small Dr.Reddy’s Small size metformin tablets.

Easy to swallow.

11 KARGIL ONTIME

PHARMA

In kargil war, Indian solders are

won. Similarly, this combination

will also won over

microorganisms.

12 A-Z Alkem Contains all vitamins,zinc,

minerals and essential amino

acids


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4. Conclusion

A branding strategy explains how the company’s brands should be used and

structured; now days, the branding strategies of many companies are efficient,

effective. This is frequently due to the use of brands being determined by the

development of the product range.

In the pharma marketing brand managers believing that simply giving a name to

a certain product will not make a brand. Product Managers recognized that

name is one key factor that can speed or retard the acceptance of a new product.

At present all product managers are identified that the brand name is having

significant influence in doctor’s recall. That’s why when designing a name; they

are keeping in mind of doctors and medical reps.

References

[1] Data monitor, Pharmaceutical Promotional Effectiveness (2002).

[2] Moss G., Pharmaceutical brands: Do they really exist?, International Journal of Medical Marketing 2(1) (2001), 23-33.

[3] Chandler J., Owen M., Developing brands with qualitative research, London: Sage (2002).

[4] The Pink Sheet (2003), 1-31.

[5] Erickson D., Branding goes global, The Business and medicine report (2001), 60-71.


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