Why prescription brand personality is essential?

The COVID-19 pandemic has impacted the health and wellness landscape significantly, with patients and consumers becoming more health-conscious. As a result, immunity and preventive care have risen to the top of the priority list. With changing times, increased consumer awareness, and intense competition among generic players, the pharmaceutical industry is expected to remain highly competitive.

Furthermore, the expiration of patents for top-selling products, known as "blockbuster products," will have a significant impact on the profitability and growth of companies in the industry. These products have been a significant source of revenue for the industry, but their demise will necessitate companies finding new ways to drive growth.

Because OTC products can be purchased directly from pharmacists, the Indian pharmaceutical industry has traditionally placed a premium on branding and promotion. However, in recent years, companies have begun to focus on branding prescription drugs.

To be successful, prescription products, like any other brand, must establish an emotional connection with the prescriber.? A strong brand provides orientation and confidence, as well as long-lasting, dependable brand experiences that are meaningful to the target audience.

In the highly competitive world of pharmaceuticals, creating a strong brand identity is critical for the success of prescription products. The key to accomplishing this is to establish an emotional connection with the prescriber, which goes beyond simply providing product facts.

Pharmaceutical companies can develop a brand personality for their products by focusing on physical attributes, practical functions, user imagery, and usage contexts. This elevates the product from merely functional to having an emotional value in the eyes of the consumer. A well-defined brand personality can increase patient loyalty and trust, resulting in better medication adherence.

The significance of design in brand development cannot be overstated. Changes in product design can have an impact on the adherence plan and alter the emotional connection with the consumer. This is why it is critical for pharmaceutical companies to carefully consider design decisions when developing a brand strategy.

Additionally, patients frequently associate the medications they are prescribed with the personality traits of the prescribing doctor. This emphasizes the importance of developing a strong brand personality for prescription products, as it can help to increase patient confidence and trust in the product.

According to a study conducted by Prof Katsanis and co-author Erica Leonard, consumers' perceptions of prescription drug brand "personality" can be divided into two dimensions: competence and innovativeness.

According to the survey results, consumers preferred drugs that were perceived as dependable, reliable, responsible, and practical, as well as words like "competent." On the other hand, they associated words like "unique," "innovative," and "original" with the medicine's innovativeness, indicating a preference for both competence and innovativeness in the brand personality of prescription drugs.

As generic communication based on repetitive product benefits becomes less effective, emotional branding has become critical for industry success. The key to standing out is to develop a strong brand that emotionally connects with people.