science identity development || a.tantawy
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8/8/2019 Science Identity Development || A.Tantawy
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SCIENCE IDENTITY
DEVELOPMENTHealthcare Branding
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O Projects Brand development a im to improve brand equity and image
Branding st rategy and Integrated Market ing Communicat ion p lans
Competitive edge against current c ompetitors
Improve brand equity and image
Expand market share
OBJECTIVES
Brand Busy
MarketValue Perception Concept
Customerbehavior
com
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R
Q
A
SCIENCE IDENTITY DEVELOPMENT
“ The time to start think about yours drug branding is not when
you’re ready to launch. You should rely on carefully researched
brand strategies to boost product value..”
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H eal thcare Product market need spec i a l
t reatment ra the r FM CG or any non -pharmaceut i ca l market . That ’s why spec ia l
procedures and methodo l og i es .
I t ’ s a Bus iness to bus iness mar ket w i th
d i rect and i nd i rec t market i ng techn i que .
Product cove red by Sc i ence Ident i ty
D eve l opment :
SCIENCE IDENTITY DEVELOPMEN
Ethicalproducts
OTCsproducts
Medicaldevices
Diagnosticproduct
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When i t comes to b ra nd and market i ng deve l opment , we can de l i ve r .
Our d i ve rse exper i ence and range o f ta l ents p rov i des us w i th i nnovat i ve so l u t i onsbrand i ng to g l oba l d i s t r i bu t i on - no de ta i l i s ove r l ooked .
Our bus i ness scope i nc l udes :
Branding Strategy and brand building
Market analysis and report ing
Market Plan and Integrated Market Communication plan
Product design and test marketing
Brand identity, product packaging and promotion design Graphic design in the areas of print , digital and exhibit ion media
SCOPE OF WORK
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BRAND STRATEGY
•Corporate branding
•Communications & competitive audits
•Brand identity strategy clarification(standard, position, value proposition)
•Brand STORY™ and messaging
STRATEGIC BRAND DESIGN
•Name and architecture
•Brandmark (logo)
•Color-emotive analysis
•Look and feel
•Creative expression
•Typography
•Pack design
BRAND IM
•Branded applicat
•Brand standards
•Flyer and brochur
•Branded environm
•Education and tra
•Exhibits and inter
•Packaging design
•Promotion Mater
PHARMACEUTICAL BRANDING CAPABI
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SCIENCE ID ENT IT Y D EVELOPM ENT FOR PH ASE I
Market research and competit ive analyses
Target product prof i l ing
Preliminary science STORY ™ and scientif ic statements.
Generic name development
Disease state and mechanism visualizations
SCIENCE IDENTITY DEVELOPMEN
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SCIENCE ID ENT IT Y D EVELOPM ENT FOR PH ASE I I
Science identity development (posit ioning, archetype, value proposit ion)
Science STORY™, scientif ic statements, and lexicon development
Scientif ic identity guidelines and standards (pre- launch)
Exhibits , posters , and interactive experiences
SCIENCE IDENTITY DEVELOPMEN
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PR OD UCT ID ENT IT Y D EVELOPM ENT FOR PH ASE I I I
Design system Brand identity guidelines and standards (Brand Book)
Specialty pharma communications tools and materials
Brand training
SCIENCE IDENTITY DEVELOPMEN
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BR A ND I D E NT I T Y M A NA G E M E NT P O S T - L A UNCH
Brand portfol io strategy
Transit ional brand development (for addit ional indications)
Specialty pharma communications programs
Brand image perceptual research tracking
Exhibits , posters , and interactive experiences
SCIENCE IDENTITY DEVELOPMEN
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Br a n d I d e n t i t y
Co n c e p t u a l d e s i g n s P r o m o t i o n m a t e r i a l s
P r i n t i n g m a t e r i a l s
G i m m i c k s
Bo o t h s a n d E v e n t m a n a g e m e n t
D i r e c t c o n s u m e r c a m p a i g n
P h a r m a c y B r a n d i n g
MAIN ELEMENTS
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O
DACTION PLAN
“Who fail to Plan… Plan to Fail”
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Diagnosis andSituation analysis
Developmarketingobjectives
CreateConceptualbranding
Implementation
ACTION PLAN
It’s a planned change exercises. It involves
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S t e p O n e
• L e a r n m a r k e t i n g o b j e c t i v e s a n d s t r a t e g y
• P r i o r i t i z e p r o j e c t s
• A u d i t e x i s t i n g a n d c o m p e t i t i v e m a t e r i a l s a n d
s t r a t e g i e s
• I n t e r v i e w s / f o c u s g r o u p
• W r i t e c r e a t i v e b r i e f a n d d e f i n e m e s s a g e s
• Cr e a t e t i m e l i n e s a n d b u d g e t s
S t e p T w o
• D e v e l o p c o n c e p t s / t a g l i n e s /s i
• S t a r t v i s u a l r e s e a r c h
• P r e s e n t i n i t i a l c r e a t i v e a p p r o
BRANDING STEPS
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S t e p T h re e
• D e v e l o p o u t l i n e a n d c o p y p o i n t s p e rs e l e c t e d c o n c e p t
• D e v e l o p m e d i a s t r a t e g y
• E x p l o r e l a y o u t o p t i o n s
• Be g i n c r e a t i n g v i s u a l m a t e r i a l s
( p h o t o s / i l l u s t r a t i o n s )
S t e p F o u r
• W r i t e f u l l c o p y d r a f t
• R e v i s e a n d w r i t e f i n a l c o p y a s
c o m m e n t s
• S t a r t l a y o u t s
BRANDING STEPS (CONTINUED)
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S t e p F i v e
•Cr e a t e a n d p r e s e n t f u l l l a y o u t a n d /o r e -d e s i g n
S t e p S i x
•D e v e l o p f i n a l e l e c t r o n i c f i l e s c o d i n g f o r w e b
• F i n a l e x e c u t i o n a n d m a n a g e m( w e b s i t e l a u n c h , l a u n c h m e d ie x h i b i t b u i l t , p r i n t p i e c e s t o p
p l a c e d , p r e s s r e l e a s e s s e n t , e
BRANDING STEPS (CONTINUED)
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HOW MUCH DOES IT COST?
I t depends on what you want
Bund l i ng p ro j ects w i l l save you money
I temi z i ng each p ro j ect w i l l cost you more
T he cost range fo r b rand i ng i s b road and w i l l be de te rmi ned based on scope o f
Don’ t buy low b id ! You get what you pay fo r as in any o ther indust ry o r se r v i ce
Pro j ects a re based on hour l y ra tes
Brand i ng Pro j ect ra tes usua l l y range f rom 125LE –200LE
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THANKS
E-mail: [email protected] - [email protected]
Mobile : (+2) 010 74 20 147 - (+2) 010 55 320 11