Here was a Healthcare Brand Launch backed by ‘Golden Mean’ advertising agency for a Pharmaceutical company ‘Bayer’. It was a launch of a brand named, ‘Femovan’, which was an ultra low-dose oral contraceptive pill. The healthcare Brand was Bayer’s own research based molecule. Oral contraceptives being an highly competitive market, in otc as well as ethical category, the objective was to create a robust campaign which would clearly position the brand at the sales end. The brand manager wanted to highlight its research, effectively. Overall the brand was expected to gain confidence among females and doctors for its contraceptive benefits.
We developed a positioning i.e. “Driven by research based molecule, combined with excellence” for the brand. The positioning clearly defined the purpose of the brand launch. It helped us to develop a story around the research and the benefit, brand excellence and customer advantage. We developed PDA that detailed the journey of Bayer in the oral contraceptive category. This clearly defined the experience and the expertise of the company in the respective category. Further, we created the brand plan including Brand revealing activity, Brand Detailers, Brand Registration cards, Brand science study gimmicks, Brand philosophy reminders and many more, which were needed for the Healthcare Brand Launch.
