SCIENCE IDENTITY

DEVELOPMENT
Healthcare Branding

1
 OBJECTIVES

 O P r o j e c t s B r a n d d ev e l o p m e n t a i m to i m p rove b r a n d e q u i t y a n d i m a g e u s e ex te n s i v e
B r a n d i n g s t r a te g y a n d I n te g r a te d M a r ket i n g C o m m uni c a t i o n p l a n s
 Competitive edge against current competitors
 Improve brand equity and image
 Expand market share

Busy Customer
Brand Value Perception Concept competition
Market behavior

2
 R e s ult s .
SCIENCE IDENTIT Y DEVELOPMENT Q u ic k l y.
At less cost.

“ 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..”
3
 SCIENCE IDENTIT Y DEVELOPMENT
 Healthcare Product market need special
treatment rather FMCG or any non -
pharmaceutical market. That’s why special
procedures and methodologies.

 It’s a Business to business market with

direct and indirect marketing technique.

 Product covered by Science Identity

Development:

Ethical OTCs Medical Diagnostic

products products devices product

4
 SCOPE OF WORK
W h e n i t c o m e s t o b r a n d a n d m a r k e t i n g d e v e l o p m e n t , w e c a n d e l i v e r.
Our diverse experience and range of talents provides us with innovative solutions, from product
branding to global distribution - no detail is overlooked.

Our business scope includes:

 Branding Strategy and brand building
 Market analysis and reporting
 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 exhibition media

5
 PHARMACEUTICAL BRANDING CAPABILITIES
BRAND STRATEGY STRATEGIC BRAND DESIGN
•Corporate branding •Name and architecture
•Communications & competitive audits •Brandmark (logo)
•Brand identity strategy clarification •Color-emotive analysis
(standard, position, value proposition) •Look and feel
•Brand STORY™ and messaging •Creative expression
•Typography
•Pack design
BRAND IMPLEMENTATION
•Branded applications and templates
•Brand standards & guidelines (Brand Book)
•Flyer and brochure
•Branded environments
•Education and training booklet
•Exhibits and interactive experiences
•Packaging design
•Promotion Materials
6
 SCIENCE IDENTIT Y DEVELOPMENT
 SCIENCE IDENTIT Y DEVELOPMENT FOR PHASE I
 Mar ke t r e se ar ch and compe titi ve analyse s
 Tar ge t pr oduct pr ofiling
 Pr e lim inar y scie nce STORY ™ and scie ntific state me nts.
 Ge ne r ic name de ve lopme nt
 Dise ase state and me chanism visualizat ions

7
 SCIENCE IDENTIT Y DEVELOPMENT
 SCIENCE IDENTIT Y DEVELOPMENT FOR PHASE II
 Scie nce ide ntity de ve lopme nt (positioning, ar che type , value pr oposition)
 Scie nce STORY™, scie ntific state me nts, and le xicon de ve lopme nt
 Scie ntif ic ide ntity guide line s and standar ds (pr e -launch)
 E xhibits, poste r s, and inte r active e xpe r ie nce s

8
 SCIENCE IDENTIT Y DEVELOPMENT
 PRODUCT IDENTIT Y DEVELOPMENT FOR PHASE III
 De sign syste m
 Br and ide ntity guide line s and standar ds (Br and Book)
 Spe cialty phar ma communications tools and mate r ials
 Br and tr aining

9
 SCIENCE IDENTIT Y DEVELOPMENT
 BRAND IDENTITY MANAGEMENT POST-LAUNCH
 Br and por tfolio str ate gy
 Tr ansitiona l br and de ve lopme nt (for additional indications)
 Spe cialty phar ma communications pr ogr ams
 Br and image pe r ce ptual r e se ar ch tr acking
 E xhibits, poste r s, and inte r active e xpe r ie nce s

10
 MAIN ELEMENTS
 Brand Identity
 Conceptual designs
 Promotion materials
 Printing materials
 Gimmicks
 Booths and Event management
 Direct consumer campaign
 Pharmacy Branding

11
 Organization
ACTION PLAN Development

“Who fail to Plan… Plan to Fail” 12

 ACTION PLAN

It’s a planned change exercises. It involves

Develop Create
Diagnosis and Follow up and
marketing Conceptual Implementation
Situation analysis control
objectives branding

13
 BRANDING STEPS
Step One Step Two
• Learn marketing objectives and strategy • Develop concepts/taglines/site architecture
• Prioritize projects • Start visual research
• Audit existing and competitive materials and • Present initial creative approaches
strategies
• Interviews/focus group
• Write creative brief and define messages
• Create timelines and budgets
 BRANDING STEPS (CONTINUED)

Step Three Step Four

• Develop outline and copy points per • Write full copy draft
selected concept
• Revise and write final copy as per client
• Develop media strategy comments
• Explore layout options • Start layouts
• Begin creating visual materials
(photos/illustrations)
 BRANDING STEPS (CONTINUED)

Step Five Step Six

• Create and present full layout and/or e-
design
• Develop final electronic files for print, or
coding for web
• Final execution and management of products
(website launch, launch media campaign,
exhibit built, print pieces to printer, ads
placed, press releases sent, etc.)
 HOW MUCH DOES IT COST?

 It depends on what you want

 Bundling projects will save you money
 Itemizing each project will cost you more
 The cost range for branding is broad and will be determined based on scope of work
 D o n ’ t b u y l o w b i d ! Yo u g e t w h a t y o u p a y f o r a s i n a n y o t h e r i n d u s t r y o r s e r v i c e
 Projects are based on hourly rates
 Branding Project rates usually range from 125LE–200LE
 THANKS

E-mail: ax.tantawy@gmail.com - mustafa.hamalawi@gmail.com

Mobile : (+2) 010 74 20 147 - (+2) 010 55 320 11 18