Science Identity Development || A.Tantawy

8/8/2019 Science Identity Development || A.Tantawy

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SCIENCE IDENTITY

DEVELOPMENTHealthcare Branding



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



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..”



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



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



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



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 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




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




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




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



O

DACTION PLAN

“Who fail to Plan… Plan to Fail”



Diagnosis andSituation analysis

Developmarketingobjectives

CreateConceptualbranding

Implementation

ACTION PLAN

It’s a planned change exercises. It involves



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



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)



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)



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



THANKS

E-mail: [email protected] - [email protected]

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

mailto:[email protected]




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Science Identity Development || A.Tantawy