Lantus rev
- 2. Where are we today Diabetes is a silent killer More than 40 million Indians have diabetes Lack of awareness in people who have diabetes is 64% (Source : PODIS study) Recent studies show 15% of Mumbaites are potential diabetics Most patients are not conversant with the long term effects of this condition Doctors prescribing for diabetics choose diet & exercise as first line of treatment & oral medication as the next. Patients often not cooperative about lifestyle restrictions associated with insulin Low cost insulin options available in the market
- 3. Who are we talking to Doctors Patients The distribution channel e.g Chemists Public Government & regulatory authorities
- 4. What are we saying Maintain your quality of life with this new international, tried & tested drug Feel so much better than you ever have before Desired response :“ I cannot imagine life before Lantus”
- 5. Why should we be believed Aventis is a world leader in discovery, development & marketing of innovative pharma products Heritage of oral medication for diabetics Inspires faith & confidence in Lantus because it has been clinically proven in the Europe & US markets
- 6. We're going to try & change the way the market perceives insulin We're going to try & change the expectation of the market from insulin Competition will be closely watching our every move We will need to hence – plan & move with speed Lantus – The next revolution begins……
- 7. The Brand’s Primary Characteristics At the heart of the brand is a certain “Smartness” The fact it is new, has its own seduction Add to that the fact that its a lifestyle booster, the seduction is enhanced It is a fact that the current user base consider diabetes an impediment & the medication yet another barrier At this point we bring in a brand that promises to alter lifestyle The brand must cue - helpful and convenience . At the soul of Hotmail lies its sheer convenience
- 8. The Common Factors Marketing is increasingly about creating buzz When brands and habits become the buzz, brands spread through consumers like a potent virus A recent case of buzz marketing is SMS The Internet and e-mail were other ones Lantus stands a good chance by getting onto the buzz bus The game is about boosting life, bettering lifestyle Lantus must be made Fashionable
- 9. The Opportunity Lifestyles are changing. Leisure time’s compressed irrespective of age Add to that the convenience angle The opportunity therefore is not just to reinvent the wheel but to launch Lantus with all the buzz of its core brand values Got to get Lantus to be the shorthand of being convenient, lifestyle enhancer & that is being informed, being ahead, being in
- 10. Relevant trends currently affecting the category The opportunity is to create a lifestyle brand. Not just a medical product. From the users perspective , Lantus may well present an opportunity to recapture “life as it once was” Age is no longer a consideration. When the largest adopters of a new products , Internet, belong in the 25-44 age group, age takes a backseat Once again, SMS a buzz classic nods in that direction
- 11. Consumer-category relationship Right now, There isn’t any But unlike other medical products where criticality of the relationship is not a factor, we must tie in loyalty, stickiness & convenience into the brand Lantus must be “ the thing” to do People like being part of the buzz. They adopt more vociferously when they are the buzz or part of it Lantus must become the buzz
- 12. Lantus Brand Wheel ATTRIBUTES From Aventis, tried & tested, innovative BENEFITS Recapture Lifestyle, Maintain quality of life, Self Empowerment , Feel good factor, Confidence booster VALUES Enrichment, Superior PERSONALITY Sophisticated, Leader BRAND ESSENCE ‘ Blend of smartness,convenience & quality of life’ Attributes Benefits Values Personality Brand Essence
- 13. What should Brand Lantus do - 1 Communication Objectives : If Lantus wants acceptance amongst target audience, it will have to Position itself sharply and uniquely. Critical to develop “Positioning” based on its inherent strengths i.e. give Product a brand status
- 14. What should Brand Lantus do - 2 Communication Objectives : Highlight the importance of quality of life Sharpfocus on present lifestyle restrictions of insulin therapy i.e before Lantus Position Lantus sharply and uniquely as being the catalyst that helps recapture lifestyle for diabetics Be Seen. Be Heard. Be Talked About
- 15. In summation…. Need for building a distinct brand in a me-too category Educate market about Lantus & benefits Lantus to become the currency of speech Generic to insulin usage Get media to expose the brand values. Get beyond the flesh and bones of product Lantus and build an enduring bond with the users Create brand associations that are uniquely Lantus and are based on user insights/experiences Equate expense with quality enhanced lifestyle
- 16. Creative Platform Sharply differentiate quality of life Before & after Lantus
- 17. Creative Platform “ LIFE WITHOUT LANTUS”
- 18. Creative Rendition - 1 “ What’s in your Lunch Box” “Imagine Life Without Lantus 1” “Imagine Life Without Lantus 2”
- 19. Creative Rendition - 2 “ Rewind your Life” “Imagine Life Without Lantus ”
- 20. How will we get there Multi pronged campaign Multi media presence Below the line activities Tie ups Direct Mail Booklet/brochure at POS with product Community forum amongst doctors Club Lantus – across forums Direct Mail
- 21. ‘ LANTUS’ - India Launch Plan Phase I : Pre Launch Create interest and curiosity about the ‘new product’ Make India look forward to the latest medical innovation Liaise with Govt & regulatory authorities Media : Tease with slow burn – 3 weeks PR Phase II : Launch Generate enquiries Generate trials Make patients ask & Doctors prescribe Lantus Media : Blast phase – 4 – 6 weeks PR Phase III : Post Launch Generate PR Convert trials to regular usage Creation of Club Lantus Media : Slow burn – 6 weeks tapering PR
- 22. Sell “ State of Mind” Mass Media TV, FM Radio, Outdoor, Press On-Ground Activation PR ‘ LANTUS’ - India Launch Plan
- 23. Media
- 24. Media Spend - Research
- 25. Media - Press Rates
- 26. Media – TV & FM Radio Rates
- 27. Media – Press Launch Plan
- 28. Media – Press Follow up plan
- 29. Media - Summary of Spends Surround sound for longer impact & percolation effect
- 30. Advertising Agency - Deliverables Creative thinking ability - Print, Radio, TV, Outdoor Visualizing Speed of servicing Creative calls on client’s behalf Client Interactions Production capability Production deadlines Brand development / Proactive ideation
- 31. PR - Deliverables Introduce & launch ‘LANTUS” in India Build consumer awareness of Lantus and its benefits through media relations Develop and support the launch initiatives in each city Build awareness & excitement around the innovation. Advise and support consumer outreach activities to draw attention to the product benefit Position Lantus in a leadership role, setting new standards in the diabetic environment
- 32. Position key company spokespersons as knowledge leaders Provide for any contingency planning requirements Organise familiarization meetings (one-on-one interviews) in all key markets with journalists that write on the pharma industry Proactively create platforms for knowledge sharing on the pharma industry through reports, trends, international learning's etc Arrange to expose “ Lantus heroes” with one on ones & attract media coverage PR - Deliverables
- 33. Generate excitement, hype and hoopla associated with the launch of Lantus Publicise/ Create frenzy around the launch and drive aggressive enquiries, word of mouth for the product Organise Press Conferences PR - Deliverables
- 34. Promotional Idea – 1 Put your money where your mouth is Offer free Cadbury hamper with first Lantus purchase Desired result Driving home confidence & credibility
- 35. Club Lantus – A brand-building tool Club Lantus is an opportunity for Lantus users to meet An event organised once every quarter, bringing the benefits, real life success stories of Lantus. Free Executive medical check ups Free subscription to health newsletter incl recipes, exercise tips, discounts on health equipment Entry by invitation only – (plus 2 friends) of a super mega Radio contest Over time, it will help build our core brand value of ‘smartness, convenience & quality of life.
- 36. What do we hope to achieve Reliable Product Credible heritage Will recapture life as it used to be The only product of its kind Worth the expense Ideal perception of Lantus in the user’s mind :
- 37. One final thought “ We are so busy measuring public opinion that we forget we can mold it. We are so busy listening to statistics we forget we can create them” - Bill Bernbach
- 38. Thank you