There’s an opportunity for us at present. We’re living in a unique time for the providers of medicines, technology and healthcare solutions. Diametrically opposing forces are at play, with pressure on budgets commoditising markets. Yet, never before have we been so badly in need of true innovation. ‘More for less’ underpins almost all modern value propositions.
‘More’ is needed to make sure medicines are taken as prescribed. ‘More’ is needed to make sure conditions are better managed. ‘More’ is needed simply because the aging population is a growing demographic.
And yet there is ‘less’ money to go round and the purchasing powers that be are not always able to identify the solutions that represent value.
‘More for less’ underpins almost all modern value propositions.
The key to the future, where brands can honestly fulfil both agendas, is through brand building and a creative approach to communication. Brand building is all about winning a share of mind with an audience. This is achieved through having an authentic purpose. A pharma company with a better way of tackling asthma has an authentic purpose and one of the results of that purpose is the selling of an associated drug.
A creative approach to communication enables pharmaceutical and medical technology companies to help healthcare professionals build a better dialogue with patients. It opens the minds of the professional and supplies the necessary resources that ultimately lead to better quality healthcare provisions.
Brand building and creative communication can help with (for example):
- Educational materials for patients and HCPs tackling disease states and therapeutic pathways
- Awareness and progress as scientific innovation gives us better options in terms of biologics, drugs, devices and disciplines
Right now ‘more for less’ underpins almost everything in healthcare. However, the people we target: healthcare professionals, payers and patients are not always able to distinguish the solutions that truly represent value from those that don’t.
So the question we all face is not only what to do but how do we make it happen?
The first answer is, in fact, simple: through brand building and a creative approach to campaigns and communication that help healthcare professionals, payers and patients identify value.
The key to the future, where brands can honestly fulfil both agendas, is through brand building and a creative approach to communication.
However, to achieve this requires a clear, risk-limiting process. A process of Discovery, Definition, Development and Delivery, and that’s what we do at Page & Page Limited.