This document discusses the key elements of great creative efforts for pharmaceutical promotional materials. It outlines limitations that can dilute a message and benefits like compelling reactions. Visual elements are highlighted as vital for memory and learning. Great creative connects with audiences, compels a response, and demands reaction. It should differentiate, focus on a single strategy, be simple yet sophisticated, and build a brand over time. Examples of different creative approaches and effective campaigns are provided.

1. Great Creative Great !
Prepared By:
Md. Masum Chowdhury
Manager, Strategic Brand Management Department
masum.pha@gmail.com_+880-017176-42874

2. Limitations of Pharmaceutical PPM*
• Sometimes the most ‘interesting’ creative
efforts are –
- So cluttered
- Text-heavy or nerve wracking.
The message is diluted and target observers
are too distracted to react.
Printed Promotional Materials*

3. Benefits of Creative Efforts (PPM)
• However, Creative efforts (PPM:
Literature/Show Card /Product Pad/Brochure
etc.) must be so Powerful and persuasive that
they demand a reaction -
- A Powerful impulse to buy
- A desire to gain more insight into the product
- The decision to follow-up via phone/ email

4. Benefits of Creative Efforts (PPM)
• Great Creative efforts must connect with the
target audience and make consumer care
about the brand and be compelling enough to
elicit a brand.
• At face value, many pharmaceutical ads might
be considered ‘Interesting’.
• BUT BEING INTERESTING DOES NOT
NECESSARILY MEANS EFFECTIVE.

5. Why Visual is Vital for Creative Effort (PPM)
• An effective visual
structure is crucial to the
success of any design.
• "Words are easily
forgotten, but pictures stay
in our minds."

6. Why Visual is Vital for Creative PPM
• The psychologist Jerome Bruner of New York
University has described Studies show that
people remember:
• 10% of what they hear
• 20% of what they read
• 80% of what they see and do

7. Why Color is Vital for Creative PPM
• Color can increase learning and retention by 78%,
and increase comprehension by up to 80%.

8. Great Creative must do 3 three things
1. Connect with its target audience
2. Compel a response
3. Demand a reaction

9. The Six Criteria for Great Creative
• There are six definitive criteria for what is
considered great creative –
1. Great Creative makes One Stop and Notice
2. Great Creative is on Strategy
3. Great Creative Differentiates
4. Great Creative is Single Focused
5. Great Creative is Simple
6. Great Creative is Branded

10. Great Creative makes One Stop and Notice
If you don’t get Noticed, you
don’t have anything.
The art is in getting noticed
naturally , without screaming or
without tricks.
This is gout disease awareness add. Metabolic diseases
conveys the prickly discomfort associated with gout.
Meanwhile, the copy communicates one simple
clinical message : Controlling Serum Uric levels
can reduce the risk of recurrent gout. At that time,
viewers stop and take Notice.

11. Great Creative makes One Stop and Notice
In short, this visually compelling ad evokes a visceral
reaction and induces an unconscious empathic response
and sensory reaction to how gout feels.

12. Great Creative is on Strategy
Creative effort should be true to the brand promise and
compel observers to take action based on the Brands USP.
The ability to execute a highly telegraphic add that is on
point and on strategy requires brand insight, which
requires diligent market research and astute positioning.

13. Great Creative is on Strategy
Aranesp (Darbepoetin Alfa) is dosed twice monthly, compared with
epoetin alfa, the competitor agent, which requires once-weekly
dosing. Since Aranesp was already a widely recognized treatment
agent for stabililzing Hemoglobin levels before this was created. The
idea is that due to the longer serum half-lives of Aranesp, patients
can achieve sufficient hemoglobin concentrations with fewer visit
titrations. The Head line – Fewer stops to your destination.

14. Great Creative Differentiates
• Great creative separates its self from the
competition and within the market place. It is
also distinct in its approach and personality.
• In advertising the powerful statement is –
not to be different is virtually suicidal.
Visual Approach is the ultimate key for
differentiation of a Brand.

15. Great Creative Differentiates
• Amitiza (Lubiprostone). This visual approach
is called Metaphoric Approach. In this add
the origami-like blocks becoming Birds that
take flight perfectly express Relief from
intestinal discomfort.

16. Great Creative is Single Focused
• Great Creative should be single focused, meaning it
should be built around a single compelling brand
promise. Try to focus on too many things at once
will only dilute the core message.
• However, the reality is that an add can really only
do one thing and do it well.

17. Great Creative is Single Focused
• Positioning GURUs Jack Trout and Al Ries explained
Positioning: The Battle for your Mind. A Person can
really only hold one thing in his or her mined.
• However, the positioning statement have multiple
areas of focus (Efficacy, Safety , Tolerability and
ease of Administrations).

18. Great Creative is Single Focused
• Viagra (Sildenafil Citrate). In this add, the intimacy
conveyed the black-and-white close-up.

19. Great Creative is Simple
• Great creative should be uncomplicated,
uncluttered and make its points easily without
too many layers.
• Almost 500 years ago, Leonardo Da Vinchi Said,
Simplicity is the ultimate
Sophistication.
• Simplicity was the hallmark of his most
successful creations. And for that reason Mona
Lisa Continues to be one of the most widely
recognized paintings in the world.
• Simple put, Simplicity has been and always will
be the highest form of intelligent, well informed
creativity.

20. Great Creative is Simple
• This is the Campaign for Rozerem. The use of ‘Zero’ both as a
symbolic figure and in large-font, headline text is the height of
sophistication, precisely because of its simplicity. This type of
creative approach differentiates Rozerem from other insomnia
products based on ‘ zero evidence of abuse or dependency’. At the
same time, the ‘0’ suspended in a relaxing green landscape
represents the ultimate respite and opportunity for carefree
slumber. The ad makes you think that because of Rozerem maybe
you don’t need to think too much about how to achieve a good
night’s sleep.

21. Great Creative is Branded
• When it comes to great creative, ads should be Branded and readily
identifiable as being part of or belonging to the brand and its campaign.
• An outstanding example of Branding is Roche’s iconic Rocephin
(Ceftriaxone) once-a-day ad. By using the symbolically obvious, yet
elegant , apple, the creative team created a hallmark campaign.

22. Does your Creative do the following ?
1. Connect on an emotional level to make your
audience feel something about your brand.
2. Compel the target Audience into Action to make
a purchase, find out more, or change their
thinking.
3. Communicate its intended message clearly,
quickly and credibly.
4. Campaign over multiple executions and across
media to become more stronger and more
memorable over time.

23. Five ways to foster Great Creative include:
1. Provide clear, focused direction
2. Factor in enough time
3. Be Flexible
4. Recognize that qualitative market research is
directional not definitive
5. Be Brave – don’t be afraid to listen to your gut

24. Getting Great Creative requires Exploring
Different Executional Approaches
• The most commonly used Executional
approaches include:
1. Clinical
2. Iconic
3. Problem/Solution
4. Slice of Life
5. Mechanistic
6. Metaphor
7. Personification

25. Clinical Approach

26. Iconic Approach

27. Problem/Solution Approach

28. Slice of Life Approach

29. Mechanistic Approach

30. Metaphor Approach

31. Metaphor Approach

32. Personification Approach

33. Finally,
In order to be great creative efforts must be so
powerful and persuasive and that they
demand a reaction.
• Finally, if you want to make creative literature,
give enough time for thinking and
development.

34. Let see few Creative efforts -

35. NEW CABSTAR

36. Big Babol

37. Panadol

38. Kodak

39. LAZER BIKE
HELMET

40. KISS FM 97.7

41. Mouth Wash

42. Questions

43. Prepared By
Masum Chowdhury
Manager
Strategic Brand Management Department
masum.pha@gmail.com, +880-0171-7642874
Thanks