Beyond

UCPMP 2024
From Compliance
to Competence

Brand Innerworld

1
Table of Content

No. Chapter Name Page

No.
Introduction 3

1 Differentiation Through Formulation 7

2 Differentiation Through Packaging 11

3 Differentiation Through Pack Design 14

4 Differentiation Through Sharper Targeting 17

5 Differentiation Through Promotion 20

6 Differentiation Through 'Beyond- the- Pill’ 25

7 Differentiation Through Media 28

8 Differentiation Through Brand Personality 31

9 Differentiation Through Supply Chain 34

10 Differentiation Through Pricing 36

Conclusion 39

About the Author 40

Brand Innerworld
Inside the World of Healthcare Brands 2
Introduction

12 March 2024, the Department of Pharmaceuticals yet again notified the Indian
pharmaceutical industry with a newer code for ethical conduct through UCPMP 2024.

UCPMP was first introduced in 2014, and the code was ‘Voluntary’. Although not
suggested explicitly, UCPMP 2024 has omitted the word voluntary to make the code
mandatory.

There can be several views and opinions on UCPMP 2024. Some may see it as a step
forward, while others dismiss it as toothless. While a few may be happy that under
UCPMP 2024, companies will be penalized for giving expensive gifts to doctors, others
may argue that the penalty is not high enough. ( Link to DoP’s notification on UCPMP
2024: bit.ly/3PEp6nV)

Whatever the opinions, the big question is why should any marketer follow ‘unethical
practices’ of promotion in the first place? Is it not fundamental to every marketing
practice must be ‘ethical’? Everyone in the pharma industry is undoubtedly familiar
with the challenges of patients, either through personal experience or by caring for
loved ones. Shouldn’t this understanding not naturally inspire ethical practices?

Not every pharma brand indulges in Unethical Practice (at least not those brands we
have worked with). Yet, others argue that certain practices are necessary evils as the
competition is indulging in them. They will lose out in the market if they don’t match
up to the competition.

In my opinion, this is a limiting argument. This argument implies that the company
sells ‘products (molecules)’ and not ‘brands.’ Products are replaceable; Brands are
not. Brands fight market battles not by copying their competitors but by differentiating
themselves to create value. When pharma brands are born out of a deep
understanding of the patient's needs, desires, and aspirations, they differentiate
themselves from the competition and create a demand-pull.
India is different
At a fundamental level, the Indian pharma market is different from its Western
counterparts. Unlike Western markets, the Indian pharma market is dominated by
Branded Generics. This practice gives ample opportunity for Indian pharma
companies to build their brands and leverage the efforts for a much more extended
period.
Because Western markets place a strong emphasis on patented medicines, the marketing
focus is on establishing the new chemical. The patented drugs' expensive nature and

Brand Innerworld 3
Inside the World of Healthcare Brands
and shorter lifespans (due to patent expiry) demand molecule-focused marke8ng.

On the other hand, the branded generic nature of the market in India ensures cheaper
medicines. Brands enjoy longer lifespans. Some brands have dominated MARKET for over 30
to 40 years. When one observes these brand journeys, one learns they were deliberately built
with patients in mind.

Hence, while Western markets need to focus on newer (need not be beOer) molecules, India
needs to focus on brands, keeping pa8ent outcomes in mind.

A fundamental principle of building a pharma brand is to differen8ate it from the compe88on

in a manner that the pa8ent is ul8mately benefited.

I have men8oned case studies of several strong Indian pharma brands in my book, The Perfect
Pill: 10 Steps to build a strong healthcare brand. (link: amzn.to/49e8JVK)

Compliance to Competence
Having seen the pharma sector closely inside and outside India, I believe pharma companies
must go beyond UCPMP compliance. They must focus on building competence.
Marketers must build competence to get deeper insights into pa8ent’s lives, their pain points,
desires, and aspira8ons. The brand teams
must focus on the challenges physicians
face during diagnosis and treatments and
ensure adherence. Using these insights,
brands need to provide unique value
through strategic differen8a8on.

When brands are differen8ated to provide

unique value to pa8ents, carers and
physicians, an ul8mate demand pull is
created. This demand-pull results in a win-
win situa8on for pa8ents, physicians and pharma companies.

This report highlights ten fundamental ways of differen8a8ng brands (of the same molecule)
to create a healthy demand-pull.

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Use of generative AI
Generative AI is a boon for the healthcare sector in general and pharma brand
builders in particular. Today's generative AI can scrape through blogs, networking
sites, support group sites etc. to understand patient journeys, carer’s challenges,
and physician’s dilemmas.
Based on this information, generative AI can suggest commercially viable
solutions through formulation, packaging, promotion and media.

Generative AI helps marketers brainstorm with hundreds and thousands of

experts to give unique, customized solutions, keeping the strengths and
weaknesses of individual pharma brands.

This report aims to provide a direction for pharma brand marketing teams
to go beyond just complying with UCPMP 2024 and build competence so
that an external code of conduct becomes irrelevant. This report also
highlights what is possible with generative AI and how pharma marketing
professionals can leverage it.

Gauri Chaudhari
Founder Brand Innerworld
Author The Perfect Pill:
10 Steps to Build A strong
Healthcare Brand

Next Page….

Brand Innerworld
Inside the World of Healthcare Brands
10 ways to
differentiate
a pharma brand
of the same molecule

Brand Innerworld
Inside the World of Healthcare Brands
 1
Differentiation
Through
Formulation

Brand Innerworld
Inside the World of Healthcare Brands
1)Differentiation through formulation
Two formulations of the same molecule ARE not the same

Many outside the pharma world believe that the two brands of the same molecule must
be the same. Nothing can be farther from this belief.

Two brands of the same molecule need not be the same. They can be differentiated by
increasing speed, duration of action, safety and tolerability, dose and dosage form
convenience, bioavailability and overall effectiveness.

Differentiated formulations provide differentiated and unique benefits to patients.

Physicians welcome such brands as patient satisfaction results in boosting their
practice.

Many brands in the industry have already used formulations as differentiators. Though
some lack adequate brand-building efforts, they can certainly boost their presence
using fundamental principles.

The brands can differentiate themselves through formulations to provide the following
benefits.

• Efficacy & Effectiveness

• Safety & Tolerability
• Convenience & Patient Friendly

a) Efficacy:

Several pharma brands that have stood the test of time have differentiated and improved
formulations.

Today, various novel technologies are available to enhance formulation effectiveness.

For example, patients suffering from pain or spasms need instant action. The traditional
formulation of NSAIDs take 30 minutes to a few hours to provide relief. One can increase
the speed of action by formulation modification. Example- NSAIDs into a soft gelatine
capsule in a solubilized form, the medication can be absorbed more quickly into the
bloodstream.

Brand Innerworld 8
Inside the World of Healthcare Brands
The Micellar Solubiliza0on method can enhance an oil-soluble vitamin supplement's overall
efficacy. For example, water solubility is significantly increased by incorpora0ng vitamin D3
into micelles. This method improves D3 absorp0on in the gastrointes0nal tract, leading to
faster and more efficient uptake.

There are several ways of di0erentiating brands of the same molecule using novel drug
delivery systems. A few technologies could be expensive; others may not. A demand-pull
is created when brands are built meticulously around a di0erentiated benefit through
formulation.

b) Safety & Tolerability:

Physicians constantly look for brands that have beHer safety and tolerability profiles. Brands
can differen0ate themselves in terms of safety and tolerability by using some of the latest
technological advances.

Indian pa0ents are oLen heard saying, “ Wo wale Doctor ki dawai

garam pad2 hai.” (loosely translated to –“That doctor’s medicines
cause acidity or stomach issues ”) or “ I don’t go to that doctor
because he gives strong medicines.” What exactly is this concept of
strong or ‘garam’ medicines? If one carefully understands this term, it
means the medicine has GI side effects.

Can brands improve the tolerability of medicines? Can we add muco-

protec0ve agents that soothe the stomach lining?

An ophthalmologist frequently hears patients comment, "Doctor, the eye drops increased the
irritation in my eyes." Eye drops containing preservatives that affect cornea cells often cause
this reaction. Can ophthalmic brands differentiate themselves by using non-irritant
preservatives or creating preservative-free eye drops?

In India we do have formula0ons that are safer or more tolerable than others. But
unfortunately, brands are not consistent in highligh0ng these points and building a brand
around them. These points are oLen used as tac0cs.

Brand Innerworld
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c) Convenience and Patient Friendliness

HCPs keep looking for brands that provide convenient dosing, friendly dosage
forms and ease of administration.

Brands that have managed to change the dosing option from three to two times a
day or simply once a day often tend to gain unimaginable traction in the market.

Patients feel less pain when companies change their oil-based parenteral
formulations to aqueous bases. They may also use microcrystalline chemical
entities to provide a pain-free experience.

Today’s scientific advances can help pharma companies create advanced brands
at economical prices. The need is to use these advances to build brands using
fundamental brand building principles.

Use of Generative AI for Formulation Differentiation

Generative AI is a boon to pharma companies as a guide in building
value-added formulations. It can also guide formulation developers to
quickly understand if such formulation is commercially available in the
domestic or international market. A rough cost calculation can also be
done within minutes to know the commercial viability of such a
formulation.

Brand Innerworld
Inside the World of Healthcare Brands
 2
Differentiation
Through
Packaging

Brand Innerworld
Inside the World of Healthcare Brands
2) Differentiation through Packaging
When pharma companies improve their packaging, customers reward them.

Patients face several issues regarding packaging. Solving these issues provides
immense opportunities for differentiation.

A few of the many issues

a) Readability issues
b) Structure issues
c) Complex language
d) Sameness of packing

Readability Issues:
Several patient blogs mention this issue.
Patients, especially the elderly, who often have compromised vision, struggle to
read the tiny fonts. This difficulty in reading can lead to incorrect usage of
medications, potentially resulting in adverse health outcomes. Both patients and
physicians welcome any brand that differentiates itself in this aspect.

Structure issues:
Most strip packs have a design issue. A few tablets are always placed in a strip
above the expiry date stamp. Once the tablet is removed from its packaging, the
expiry date becomes invisible, posing a significant risk.

Many packaging designs do not consider the needs of elderly patients having
reduced manual dexterity or strength. Patients and physicians would welcome
any innovative differentiation.

Complex language of inserts:

Many prescription medicines come with pack inserts. The language used in
package inserts is often complex and filled with medical jargon difficult for an
average patient to understand.

Simplifying the language and offering instructions in multiple languages relevant

to the Indian demographic can assist patients in understanding and complying.

Brand Innerworld 12
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Sustainability in Packaging

Sustainable packaging in pharmaceuticals isn't just good for the planet; it's good for
business. Eco-friendly choices reduce waste and resonate with environmentally
conscious patients and HCPs, driving brand loyalty and boosting sales. By going
green, pharma companies can stand out, attract new customers, and grow their
bottom line.

Today, there is a huge need gap for any packaging innovation that would be valued by
the patients and the HCPs alike.

Use of Generative AI for Packaging Differentiation

Generative AI can not only suggest structural innovations but can also design them for
the marketer.

When the marketer uploads the pack, GI can suggest necessary modifications.

Brand Innerworld
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 3
Differentiation
Through
Packaging
Design

Brand Innerworld
Inside the World of Healthcare Brands
3)Di%erentiation through Packaging Design

Brands connect with patients at a much deeper level and enhance patient outcomes.

The pack design, visuals, and colors connect with patients subconsciously. In fact, when
the packaging design is changed (without changing the formulation), patients complain
of not getting the same result.

When a doctor prescribes ‘hari patti’ ( Cyclopam) for stomach aches, patients feel happy
because, at some point in the past, the ‘hari patti’ has given them tangible relief. When
doctors prescribe ‘Teen tikli dawa’ ( Dexorange), patients feel energetic even before
consuming it. Thanks to the impact visual elements have on human psychology.

Also, in a country like India, where patients often can’t remember or pronounce the name
of the medicine, they frequently describe their medicine to doctors by mentioning the
packaging elements.

Even at the rational level, the color coding of the packs is greatly
valued by the HCP community. Human Mixtard, a brand of
human insulin, color-coded its SKUs to make it easier for
patients and chemists to find the right SKU. No wonder markets
rewarded Human Mixtard in terms of its market share.

Several brands in the international

markets show a deep
understanding of patient’s pain
points. Fig 1 shows a brand packaging for arthritis patients.
The pack helps arthritic patients to open the bottle with
minimum eRort.

Fig 2 shows the pack design for BID dosage, where morning
and evening doses are depicted as visual reminders of the
dose.

Any pharma brand/company ready to invest in packaging that keeps patient needs at the
center would find traction in the market. A diRerentiation achieved by packaging can be
of great value to patients and physicians.

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Inside the World of Healthcare Brands
Use of Generative AI for Design Packaging
Differentiation
Generative AI can not only suggest design innovations but can also
design them for the marketer. If the AI model is fed with information
about the target audience and their pain points, value-added packaging
differentiation ideas can be obtained at minimal time and cost.

Brand Innerworld
Inside the World of Healthcare Brands
 4
Differentiation
Through
Market Definition and
Sharper Targeting

Brand Innerworld
Inside the World of Healthcare Brands
4) Differentiation through Market Definition and
Sharper Targeting
To differentiate effectively, brand needs to sacrifice.

Brands can’t stand for everything; they must have a unique proposition. In the
process of building the unique proposition, a brand may need to sacrifice several
opportunities.

For example, a brand of anti-epilepsy Lamictal (lamotrigine) stands for epilepsy in a

girl child. Not that it was not effective in epilepsy disorder in boys. However, given
the pharmacokinetic and dynamic profile of lamotrigine, the company decided to
promote the brand for epilepsy in girls and women. Lamotrigine does not adversely
impact female hormones and does not have drug-drug interaction with
contraceptives.
By clearly targeting the brand for female patients, Lamictal successfully
differentiated itself even at the cost of sacrificing male patients.

Though not all, many pharma marketers position their brands for multiple
indications. As a result of this practice, brands don’t stand out in the market.

For example, a brand of propranolol can have benefits for cardiac conditions as well as in
migraine. However, to establish a significant brand presence, it should focus solely on a
single indication. Those brands that have sacrificed one segment for another have always
benefited.

Brands can be created for specific target segments. These segments can be based
on indications, patient profiles or geographies. The fundamental idea is to
understand the segment correctly and then design the brand for the segment.

Brands can be explicitly targeted for specific patient profiles. Patient’s needs,
expectations and aspirations differ with age, gender, occupation or co-morbidities.
Hence, the one-size-fits-all approach does not help.

Thus, one brand should not stand for all. Marketers must sacrifice one segment for
the other to do full justice to the target audience.

Brand Innerworld 18
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 Segmentation

Universal Hybrid Pharma

Practices Practices Practices
Demographic ,Geographic Symptoms, Indications,
Psychographic, Behavioral Treatment, Comorbidity,
etc. Genotype etc.

Use of Generative AI for Sharper Targeting

Generative AI can help pharma marketers segment markets just in

an instant with the patient and HCP segment size, their pain points,
desires and aspirations. Such help from AI can improve marketers'
decision-making ability while building strong brands.

Brand Innerworld
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 5
Differentiation
Through
Promotion

Brand Innerworld
Inside the World of Healthcare Brands
5)Differentiation through Promotion
Promotional planning is the ultimate weapon in the marketer's armoury!

Depending on the exact pain points of the HCPs, brands can focus on creating
promotional plans around one or more of the following,

Promotional plan to
- Ease of diagnosis
- Increased treatment initiation
- Ensuring compliance

a)Differentiation through promotional activities to increase

diagnosis

Accurate diagnosis is the key to treatment and positive health outcomes. Lack of
facilities, reluctance of patients, social stigma, and financial burden can cause delays in
diagnosis.

Sometimes, very simple yet practical challenges come in the way of diagnosis. Some of
India’s strong pharma brands realized this situation and have differentiated themselves.
Markets have hugely rewarded these brands in terms of revenue and market share.

Thyronorm, a brand for the treatment of hypothyroidism, drove a huge awareness

campaign to increase thyroid diagnosis. No wonder Thyronorm leads the market.

Prothiaden, a brand for anxiety and depression, helped general practitioners spot the
symptoms and diagnose mental ailments. Prothiaden continued to lead the market
despite fierce competition.

Yet another example is of a skin infection brand actively seeking prescriptions from the
rural market. The brand recognized that Indian female patients often hesitate to allow male
doctors to examine their skin infections Since fungal and bacterial infections look clinically
different, the brand created a visual chart of various infections and gave it to rural
doctors. Now, all that the doctor needed to do was ask the patient to point to the picture
to describe the symptoms. Markets hugely rewarded the brand in terms of prescriptions
and sales.

Brand Innerworld 21
Inside the World of Healthcare Brands
b) Differentiation through promotional activities for initiation
of treatment

Treatment initiation is not always easy. Many patients, despite diagnosis, fail to start
the prescription. One of the key reasons is the financial constraints faced by the
patients.
Free samples to such patients have often helped; unfortunately, UCPMP 2024 has put
a cap on it.
Another reason for failing treatment initiation is reluctance or fear of side effects.

Hence, brands can differentiate themselves by helping patients initiate therapy. They
can provide patient education material, FAQ booklets, videos, and audio to help
patients take the first step.

Some brands in the market have also provided ground support to patients. Given the
patient load, doctors rarely find time to help patients with ‘How to’ queries. A company
known for its injection brand for osteoporosis sends representatives to patients’
homes to educate patients on how to inject themselves and receive the required dose.

c) Differentiation through promotional activities for

adherence.

The patient outcomes depend on the adherence to therapy. When patients fail to
adhere, outcomes are not seen, and HCPs are blamed. Hence, the HCPs greatly value
any company working around adherence.

There are three main hurdles in adherence,

- Forgetfulness
- Side effects
- Financial constraints

Pharma brands can make a difference in the market in several ways. Such brands are
welcomed by HCPs, creating an ultimate win-win for patients’ physicians and pharma.
Incorporating adherence-focused initiatives into a promotional plan can create
much-needed and valued differentiation.

Brand Innerworld
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Here are some interventions

Patient Education:
Clear and accessible educational materials that explain the medication's purpose,
benefits, potential side effects, and proper administration. It can utilize various
formats like infographics, videos, and online resources to cater to diverse learning
styles.

Dose Reminders:
Simple dose reminders through pack design. Pre-filled pill organizers or blister packs marked
with dates to improve medication adherence. Brands can develop their apps or tie up with
already existing apps like ‘MyTherapy Apps’

Patient Support Programs:

Creating digital assets to support patients and building patient communities can be a
rewarding experience. There are several patient support groups operational in India.
Brands can associate with them to improve patient outcomes.

Financial Assistance Programs:

Now that samples are capped under UCPMP 2024, financial assistance to patients
through hospital or association partnerships can help patients immensely

Brand Innerworld
Inside the World of Healthcare Brands 23
By implementing these strategies, pharma brands can play a proactive
role in tackling adherence challenges. Thus, benefiting patients by
improving health outcomes and strengthening brand reputation and
loyalty.

Use of AI and Metaverse

Today, with the advancement of technology, it is possible to assist
patients in various ways. Patients can practice injecting skills using
virtual reality.
Generative AI can help companies create and design customized,
credible, and relevant patient material in just a few seconds. It can be
created in the language of the patient’s choosing.
Patients can even choose the format of the material. They can choose to
receive material in text, video, or audio format. AI can create it in just a
few seconds.

Brand Innerworld
Inside the World of Healthcare Brands
 6
Differentiation
Through
‘Beyond The Pill’
Initiatives

Brand Innerworld
Inside the World of Healthcare Brands
7) Di&erentiation through ‘Beyond the Pill’ initiatives
Today’s healthcare is more than just pills

Today, healthcare is about more than just prescribing the correct medication to treat a
patient's illness. The technological advances have significantly contributed to patient
outcomes. Several pharmaceutical companies are using the Beyond the Pill approach to
help patients and physicians.

AstraZeneca, a company focusing on cardiac brands, teamed up with Vida Health, a

digital therapeutic and coaching company. They launched a mobile app for patients
recovering from a heart attack. A heart attack is a traumatizing experience for the
survivors and their families. They want to get past the event and move on with their lives
with a faster and more solid recovery. The app provided digital coaches to talk to patients
one-on-one. Patient education material, food journals, and lifestyle guidance were
provided that ensured a faster recovery.

Vertigo is a chronic disease. Proper medications and exercises are necessary for its
management. Abbott provides vertigo exercise videos for patients to manage their
condition, hugely benefiting patients and gaining customer loyalty.

Alkem’s Donapp is also a great initiative to help families of patients who have dementia.
The biggest fear families face is: What if the patient goes missing? Dementia patients
tend to wander far away from their homes. They neither remember their name nor their
address. No one on the road can help them. The statistics showed that 1 out of 5 patients
have wandered off at least once in their lifetime. Alkem’s
Dona app has a ‘Location Tracker’, by which the moment a
patient walks out of a predefined radius, an SMS goes to two
predefined numbers of the caregivers, alerting them. It also
gives the exact location of the patient.

Thanks to technology, several digital prescription (DRx)

tools have clinically shown improvements in patients when
used alongside medicines. For example, there are DRx apps
for diabetes management. These apps help patients
manage stress, exercise, and follow diet plans. These apps
can effectively control blood glucose levels when used along with medicines.

Providing ‘Beyond the Pill’ services certainly strengthens brands’ market positions.

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Use of Generative AI for ‘Beyond -the-Pill’ Differentiation

Beyond the pill, initiatives can be in the area of diagnosis or

treatment.

Yet for these initiatives to be successful, they must be based on the

challenges faced by the patients, their families, and the physicians.
The generative AI can scrape through the internet to fetch patients
and doctor insights within just a few seconds. ‘Beyond the pill’
initiatives can be further developed based on those insights.

Brand Innerworld 27
Inside the World of Healthcare Brands
 7
Differentiation
Through
Media

Brand Innerworld
Inside the World of Healthcare Brands
7)Differentiation through Omnichannel Media Initiatives

Patients and doctors have moved their locations, and so should the brands.

Patients and doctors are increasingly becoming part of the digital world—the
moment the first sign of the symptoms is experienced, patients run to Google.
Physicians, too, have moved to the digital world to stay updated.

In the rapidly evolving Indian pharmaceutical market, pharma brands need to adopt
an omnichannel communication strategy that addresses the complex journey of
patients and healthcare professionals (HCPs) as they navigate between the digital
and physical realms.

Physician Engagement in a Digital Age:

While HCPs are increasingly digital, there's a nuanced interplay between their
online activities and offline expectations. They may research new treatments online
but often rely on added information provided by MRs. MRs become the face of the
brand that HCPs tend to trust or distrust.

Harmonizing Brand Presence:

Brands with robust online and offline strategies are more likely to create lasting
impressions. The digital front can offer consistency and immediacy, while the
offline front can provide personalized and experiential engagements.

The Journey-Centric Omnichannel Approach:

The omnichannel approach synchronizes the digital touchpoints, such as online
CMEs (Continued medical education), advertisements, articles, and reviews. MRs
provide the irreplaceable human elements ( read trust of quality and accessibility)
through in-clinic visits and one-on-one meetings

Brand Innerworld 29
Inside the World of Healthcare Brands
Instead of merely juxtaposing online and offline efforts, an omnichannel approach
integrates these touchpoints around the patient and physician journeys. By leveraging
data analytics and CRM systems, brands can map out these journeys and understand
the unique needs and preferences at each stage.

Brands that engage with patients and HCPs at every stage of their journey benefit from
increased trials and loyalty.

Use of Generative AI for Media Differentiation

Generative AI can scan through patient and HCP blog articles and social media sites to
chalk out their journeys and build personas within a few moments.
Based on these personas, Generative AI can suggest a robust omnichannel journey.

Brand Innerworld
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 8
Differentiation
Through
Brand Personality

Brand Innerworld
Inside the World of Healthcare Brands
8) Differentiation through Compelling Creatives and
Brand Personality
“He doth the best cure whom we trust.” —Hippocrates

Hippocrates, the father of medicine, hypothesized that trust plays a vital role in
achieving desired outcomes. Those patients who trust their doctors get better
results.

Going forward, J.N Kapferer proved that even brands of medicine have personalities.
Medications for certain diseases or disorders demand a specific type of personality
to gain a patient’s trust.

Kapferer filtered down 15 personality traits for pharmaceutical brands and

correlated them to the propensity of prescription. A dynamic personality works well
for an anti-ulcerant brand. Cardiovascular brands must exhibit an optimistic
personality, and anti-anxiety and anti-depressants must exhibit warm yet serene
personality traits to instantly connect with patients and physicians.

Marketers can build brand personalities using nine tools.

Name Logo Color

Symbol Font Vocabulary

Design Visual Packaging

Brand Innerworld 32
Inside the World of Healthcare Brands
Brand name
It is the first and the most important tool to shape brand personality. In a global fight
between Viagra and Cialis, Cialis made its mark by choosing a softer brand name that
shaped the brand's personality as empathetic. The ‘gra’ phoneme in Viagra makes it
sound masculine. Cialis, positioned for couples, used softer phonemes with s and l. My
book The Perfect Pill talks about the Cialis case study in detail.

Brand colors
Colors play an important role. While a muddy brown tablet and the packaging of an
antidepressant would bring the patient’s mood further down, pink or yellow tabs would
uplift the mood.

Logo, symbol and visuals

They help brands connect instantly with patients and
HCPs.
Trika, the brand of anti-anxiety, diGerentiated itself in the
market by using the serenity of a butterfly.

Hytrin, the brand for benign prostate hypertrophy, used

engaging visuals to build awareness around the disease. A
patient with BPH finds it diGicult to pass urine yet does not
know how to explain the problem to doctors. The brand
used visual depiction to help patients understand and
communicate the problem.

Use of Generative AI to Build brand Personality

Generative AI can be of great help in identifying and creating clutter-breaking creatives.

Today’s GPTs cannot only give path-breaking brand personality development ideas but
also help design the brand’s creative strategy.

Brand Innerworld
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 9
Differentiation
Through
Supply Chain

Brand Innerworld
Inside the World of Healthcare Brands
9)Differentiation through Supply Chain
Quality and accessibility are two critical factors for any brand to get prescribed.

The Supply Chain plays an essential role in ensuring Pharmaceutical Quality and
Accessibility in India's Climate

Adaptation to India's Climate for Quality Assurance

In India's environment, characterized by extreme and variable climate conditions,
the quality of pharmaceuticals is highly sensitive to temperature and humidity
fluctuations. Efficient supply chain management becomes paramount to ensure
that the integrity of medicines is maintained from production to delivery. Pharma
companies can differentiate themselves by investing in advanced packaging and
climate-controlled storage and transportation solutions. This ensures that
products remain within their required temperature and humidity ranges, thereby
preserving their efficacy and safety.

Leveraging the Supply Chain for Enhanced Accessibility

Given India's vast geographical diversity and infrastructure challenges,
accessibility to medicines can be significantly hindered. Pharma brands can
differentiate themselves by developing a resilient and flexible supply chain to
overcome these barriers. This includes establishing regional distribution centers
equipped with climate-controlled facilities and employing a mix of transportation
modes to ensure the timely and safe delivery of medicines across the country,
even to the most remote areas.

In the context of India's diverse and challenging climate, the pharmaceutical

supply chain plays a crucial role in ensuring both the quality and accessibility of
medicines. By prioritizing and innovating in supply chain management, pharma
companies can not only meet the essential healthcare needs of the Indian
population but also significantly differentiate their brands in a competitive
market.

Use of AI in Supply Chain

Today, AI can help companies to ensure the quality and
accessibility of medicines through the supply chain. IoT
can help monitor climate data to ensure quality medicines.

Brand Innerworld 35
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 10
Differentiation
Through
Pricing

Brand Innerworld
Inside the World of Healthcare Brands
10) Differentiation through Price
Affordability matters, but Indians seek value

It is incorrect to believe that patients make health-related decisions only based on price.
People don’t go to a doctor because they are inexpensive, but they go to them because
they are good. Indians are a value conscious lot. They seek value for their money.

From this point of view, pharma marketers must understand that they are in the
business of creating value.

The brand outside price control can use price as a differentiating tool to add value.

In the fiercely competitive pharmaceutical industry, how a brand is priced can be as

crucial as the product itself. Understanding the strategic nuances behind different
pricing models is essential for pharma marketers aiming to position their products in the
market effectively. Among the most effective pricing strategies is the "no-brainer,"
"middle ground," and "investment" pricing framework.

No-Brainer Pricing:

This approach makes the prescription decision almost automatic. By setting prices
significantly lower than competitors while offering substantial value, brands can quickly
attract attention and market share.

However, the challenge lies in assuring HCPs of the product's quality and efficacy,
despite its low cost. It's a strategy that demands careful communication to avoid
skepticism regarding the product's quality. Company credentials play an important role
here.

Unfortunately, this strategy does not leave enough money to invest in value-added brand
attributes described earlier in the report.

Middle Ground Pricing:

Striking a perfect balance between cost and quality, middle-ground pricing appeals to
many consumers. This model is ideal for brands that offer clear advantages over budget
options but remain accessible to a broad audience. Success in this range requires a
keen ability to convey the product's unique value proposition, (subtly) justifying its price
point against both cheaper and more expensive alternatives.

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Inside the World of Healthcare Brands
Investment Pricing:
For products that offer unparalleled benefits ( through any of the differentiation
tools mentioned earlier in the report) or utilize cutting-edge technology, investment
pricing positions a brand as a premium option.

Brands employing this strategy must deliver exceptional quality and add features
through formulation, patient services, and promotion. Continuous investment in
innovation, quality, and service is essential to maintain this premium positioning.

For pharmaceutical marketers, selecting the appropriate pricing strategy is a

delicate balance of market understanding, competitor analysis, and explicit value
communication.

Use of Generative AI for Price Differentiation

Generative AI can be of immense help to pharma marketers while

deciding pricing. Within seconds, it can scrape the web to list the pricing
of various brands and provide price points offered by the competition. It
can further scrape the web to understand the target segment’s price
expectations.

Moving forward for a new launch, Generative AI can also suggest various
differentiating features the brand can add to command a specific price.

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Inside the World of Healthcare Brands
Conclusion

The deliberations within this report pivot around the critical need for Indian
pharma brands to differentiate themselves in such a way that they create value for
patients. Though we have mentioned 10 ways of differentiation above, numerous
other ways exist.

Indian branded generic market provides immense opportunities to build pharma

brands and create an ultimate win-win for patients, physicians and pharma
companies. In contrast to Western markets, a typical branded generic market
allows brands to reap the benefits of such efforts for several decades.

The argument that certain practices are a necessary evil in the face of competition
does a disservice to pharmaceutical brands' intrinsic value and potential.

Differentiation to provide unique patient benefits is the key to demand-driven

market presence. Such value-building exercises negate the need for any external
code of conduct like UCPMP.

While every pharma company must deliberate on UCPMP 2024 and build
measures to comply strictly, there is also a need to build competence in creating
value through differentiation.

Generative AI emerges as a transformative ally in this quest for brand value

generation through differentiation. Its analytical prowess to decipher complex
patient and practitioner narratives equips marketers with invaluable insights.
These insights can lead to innovative solutions that resonate with the unmet
needs of the healthcare ecosystem.

One must look beyond UCPMP 2024 to develop an ecosystem prioritizing patients.
The industry's attention should be on developing competence rather than simply
complying with UCPMP. Fortunately, generative AI can help speed up the
process of building competence at a minimal cost.

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Inside the World of Healthcare Brands
About the author

Gauri Chaudhari
Gauri is a founder of Brand Innerworld, and brings over 27 years of rich
experience in the pharma and healthcare. Her expertise spans a wide
spectrum of healthcare branding, including prescription medicines, OTC
products, hospital services, digital platforms, medical devices, and
surgical brands. A recognized thought leader,

Gauri is also the author of "The Perfect Pill: 10 Steps to Build a Strong
Healthcare Brand," an Amazon best-seller.

Her current endeavours are focused on harnessing the transformative

potential of Artificial Intelligence to fortify healthcare brands.

About Brand Innerworld

Brand Innerworld is a consultancy and training firm specializing in the
pharmaceutical and healthcare sectors, offering an array of services to
enhance brand potential. Brand Innerworld’s expertise includes
consultancy, advanced training programs, and innovative research for in-
depth market insights. With a keen emphasis on artificial intelligence,
Brand Innerworld delivers ground-breaking solutions tailored to the
evolving needs of our clients.

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