Pharma marketers have their work cut out when it comes to developing sales messages for their brand. Not only do they have to adhere to the highest ethical, legal, regulatory and industry standards but their therapy area is often so competitive that many messages can become more of a hygiene factor than a point of difference.
On top of that, healthcare professionals are a highly educated audience but also a very busy one. It’s not unusual for us to be privy to the frustrations of time-poor healthcare professionals who find pharma marketing too clever or complicated for its own good.
“A lot of times you are multi-tasking... you are also seeing the patient... my brain doesn’t work to do complicated things and work things out” – Australian Specialty Healthcare Professional
After conducting message testing research in many different therapy areas since we first opened our doors, we often find one thing is lacking in brand messages: simplicity.
Understandably, there is much to be conveyed when a brand comes to market - or needs to grow or defend market share - but it’s all too easy for this to lead to overly long and complicated key selling messages. On top of that, doctors tend to be more left- than right-brain thinkers, meaning that highly creative messages are often lost on them.
To ensure brand messages are simple, memorable and have impact, we always evaluate Key Selling Messages with two critical aspects in mind:
By considering both aspects of communication, we can help develop a solid sales story with insights on:
As Maurice Saatchi said, “I argue that the future of advertising, whatever the technology, will be to associate each brand with one word. This is One Word Equity. It's the modern equivalent of having the best site on the high street, except the location is in the mind”.
A single word for a brand may be out of reach for pharma marketers, but a strong focus on simplicity is certainly a step in the right direction.
If you’d like to evaluate your key selling messages for simplicity, memorability and impact, get in touch with us today email@example.com