Bionorica SE’s Post

The 3rd time our new Director Marketing was rather irritated with me. I was preparing the Brand plan for our top brand, BECELAC. The first time, I mentioned its positioning as 𝘝𝘪𝘵𝘢𝘮𝘪𝘯 𝘉 𝘊𝘰𝘮𝘱𝘭𝘦𝘹 𝘋𝘦𝘧𝘪𝘤𝘪𝘦𝘯𝘤𝘺. He rejected it. Next time I thought I would be clever and wrote, 𝘊𝘰𝘱𝘳𝘦𝘴𝘤𝘳𝘪𝘱𝘵𝘪𝘰𝘯 𝘸𝘪𝘵𝘩 𝘈𝘯𝘵𝘪𝘣𝘪𝘰𝘵𝘪𝘤𝘴. He rejected that as well.  The third time I had no idea what to write in the place of positioning of BECELAC. So, I mentioned all its five indications. He gave it one look and in a slightly irritated tone told me, " Why are you mentioning BECELAC's indications as its positioning? No, FYI, Indication is not Positioning." He gave me a book and added, "I'm giving you three days. Read this book and come back with a proper Positioning Statement' for BECELAC. That statement will be the core of our detailing story." The book was called '𝐏𝐨𝐬𝐢𝐭𝐢𝐨𝐧𝐢𝐧𝐠'. I went back thoroughly puzzled. To date, all the Brand plans I have seen had Indications in the place of Positioning. 3 days later I showed him my notes with a lot of apprehension. I had written something like, "𝐁𝐄𝐂𝐄𝐋𝐀𝐂 𝐢𝐬 𝐚 𝐮𝐧𝐢𝐪𝐮𝐞 𝐜𝐨𝐦𝐛𝐢𝐧𝐚𝐭𝐢𝐨𝐧 𝐨𝐟 𝐚𝐜𝐢𝐝-𝐫𝐞𝐬𝐢𝐬𝐭𝐚𝐧𝐭 𝐋𝐚𝐜𝐭𝐨𝐛𝐚𝐜𝐢𝐥𝐥𝐮𝐬 𝐚𝐜𝐢𝐝𝐨𝐩𝐡𝐢𝐥𝐮𝐬 𝐚𝐧𝐝 𝐯𝐢𝐭𝐚𝐥 𝐁-𝐜𝐨𝐦𝐩𝐥𝐞𝐱 𝐟𝐚𝐜𝐭𝐨𝐫𝐬, 𝐭𝐡𝐚𝐭 𝐫𝐞𝐩𝐥𝐞𝐧𝐢𝐬𝐡 𝐭𝐡𝐞 𝐝𝐞𝐩𝐥𝐞𝐭𝐞𝐝 𝐢𝐧𝐭𝐞𝐬𝐭𝐢𝐧𝐚𝐥 𝐟𝐥𝐨𝐫𝐚." Our top competitor was composed of Lactobacillus sporogenes. While reading it he started smiling and said, "Hmm that's more like it" and started polishing the statement. Somehow in Pharma marketing the critical differentiating factor called Positioning has become synonymous with indications. I still see a lot of such brand plans, even for products with unique features! Indications are the same for all similar products. POSITIONING MUST NOT BE SO. #Positioning #Pharma #Brands

🇧🇷Local Sourcing🧪 Apoena Biotech—a research company and ingredient maker, specializing in technologies for microbiology, bioprocesses, agro-industry, and personal care—announced last month a cosmetic ingredient distribution partnership with Greenact. The partnership between these two Brazil-based companies is, however, about more than regional relationships and beauty inputs. It’s about how our industry can move forward in partnership with the planet: “We strongly believe that the future of the personal care and cosmetics industry is intricately connected to our capacity to innovate sustainably,” says Patricia Mendes, Head of Marketing at @[Apoena Biotech](urn:li:organization:12615200). Apoena is known for its work in not only biotech but bioprospecting; that is, the search for species that can add practical and commercial value. For instance, the company has government authorization and unique access to the Blue Amazon \(a national marine park 300+ kilometers off Brazil’s northeast coast, also known as the archipelago of Fernando de Noronha, which is quite rich in biodiversity\). With samples that Apoena respectfully gathers from this distinctive ecosystem, the company leverages bioprocesses to develop valuable actives that can then be sustainably produced at scale. Explaining the company’s choice of a distributor further, Mendes emphasizes that “In our pursuit of business partnerships, we seek more than mere contractual agreements; we seek those who share our deep passion for advancing a sustainable and healthier world. Greenact wholeheartedly embraces this commitment, making it an ideal partner.” Greenact prides itself on national market knowledge and an adept technical service team. And with a focus on sustainability, the company is keen to work with a biotech beauty ingredient innovators like Apoena. “By combining Greenact’s specialized commercial experience with Apoena Biotech’s scientific expertise, we position ourselves at the forefront of the cosmetics industry’s transition towards more sustainable practices and more effective products,” says Karla Araujo Macian, Marketing and Innovation Manager at @[Greenact\\_naturalcosmetics](urn:li:organization:90936442), in a recent press release. “This partnership,” she notes, “enables us to offer genuinely innovative cosmetic ingredients that cater to a range of customers seeking high-performance solutions. These solutions align with sustainability values, meeting the expectations and demands of an increasingly conscious consumer base.” \#beauty \#cosmetics \#beautyindustry

Choose the right Uniphar solution for your brands - brand optimisation, or brand fostering? Let us explain: #UnipharCommercial #brandoptimisation #brandfostering #pharma

Choose the right Uniphar solution for your brands - brand optimisation, or brand fostering? Let us explain: #UnipharCommercial #brandoptimisation #brandfostering #pharma

Arthur Elliott is always on the lookout for CPG brands redefining their categories. So naturally, we were THRILLED to discover Genexa: the first ‘clean’ medicine company. According to Forbes, with the rise of organic, clean label products surfacing in the food, beauty, personal care and cleaning categories; Genexa thought the pharmaceutical industry—who makes products intended to ✨heal✨ people—should be at the forefront. But instead, it was lagging behind. How did Genexa redefine their category? They created clean medicines that are: certified gluten-free, lactose-free, and non-GMO (with some also certified vegan.) And they’re constantly working on new formulations that continue to clean up the OTC aisles. Speaking of aisles…in one, Genexa stands out. Their brand packaging is a perfect extension of their “clean” brand. Approachable, eye catching colors invite consumers in, where a focus on simplicity allows the product to speak for itself. This clever strategy reinforces what they stand for, what they believe in, and helps them easily stand out in-store and online. On top of their thoughtful branding, Gexnea offers a “Clean Medicine Cabinet” program where you can bundle multiple items together and have it sent DTC—the way many people are buying in this category since the pandemic. The bottom line: with so many consumers focused on wellness, this is a timely solution that succeeds on multiple levels across a variety of audiences. In this category, clean wins. [image credit: https://lnkd.in/g-F9FGtz] #cleanmedicine

In the consumer #healthindustry, packaging plays a critical role in delivering “remarkable experiences,” find pharma and healthcare packaging experts. Packaging Insights speaks with Chris Padain, head of design, packaging and experience at Bayer | Consumer Health, to discuss consumers’ expectations for more #environmentallysustainable packaging Dr. Eike Hoppmann Paavo Sillanpää Sensoplast Packmitteltechnik GmbH UPM Raflatac #sustainablepackaging #circulareconomy #pharmapackaging Reported by Natalie Schwertheim.

Let's look deeper into understanding Brand Health 🔍 Brand Health Test is a comprehensive analysis that includes both qualitative and quantitative methods to assess the "health" of a pharmaceutical brand. What are its tasks? ✔ comparative evaluation of the product in a competitive environment according to the main indicators of product health: awareness and loyalty; ✔ identifying the product's advantages and flaws compared to competitors; ✔ exploring product choice factors; ✔ assessing whether product perceptions meet the needs of the healthcare professionals There are four pillars on which brand promotion is based: 🔷 Brand perception 🔷 Brand acceptance (prescribing) 🔷 Brand presence 🔷 Brand loyalty Want to learn how Brand Health Test can help your product? Make an appointment with us now! https://lnkd.in/djMdVsyv

Spot the Rising Stars of the Cannabis Market! ⭐ Our U.S. Product Brand Health Study reveals the brands that have excelled and those facing challenges in the U.S. cannabis market. By zooming in on brands that showcased improvement or consistency in awareness, purchasing, and loyalty among consumers from 2022 to 2023, U.S. cannabis companies can gain valuable insights into how to capitalize on growth opportunities. Download our free report to gain a glimpse into our comprehensive Brand Health Study! https://hubs.la/Q01Yq93j0 #cannabis #cannabiscommunity #cannabisindustry

Looking for the latest insights to improve brand performance? We're thrilled to share our new playbook, Key Success Factors to Drive Brand Excellence, based on our work with leading #BioPharma retail and specialty-lite brands. In the playbook, you'll learn about:  ☑ Current access and affordability challenges affecting patients & providers ☑ How digital hubs can be leveraged to optimize brand performance ☑ Key success factors for driving brand outcomes through a #DigitalHub Grab your copy: https://lnkd.in/gpR8cumv

Exciting news in the beauty industry! Roquette Beaute has partnered with Barentz International to bring innovative plant-based ingredients to the US market. Discover more about this partnership with Market News and see how Kemiex revolutionizes market insights. Link in the comment! #BeautyIndustry #PlantBased #Innovation #RoquetteBeaute #BarentzInternational #Cosmetics #MarketInsights