Product Claims and Brand Messages

© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 1
How to Develop Great Product
Claims and Brand Messages
Translate attributes into compelling benefits
that will inspire customers to take action

The author disclaims any responsibility or liability resulting from actions
advocated, discussed or implied in this document. The author makes no
representations or warranties with respect to the accuracy or completeness
of the contents of this document.
Many illustrations are from Dr. Günter Umbach's books: (1) "Successfully
Marketing Clinical Results: Winning in the Healthcare Business", Gower
Publishing, London. (2) "Erfolgreich im Pharma-Marketing: Wie Sie Ärzte,
Apotheker, Patienten, Experten und Manager als Kunden gewinnen",
Springer Science+Business Media. (3) "Erfolgreich als Medical Advisor und
Medical Science Liaison Manager", Springer Science+Business Media.
For more checklists, tips and ideas, please visit www.umbachpartner.com
All rights reserved. Copyright Healthcare Marketing Dr. Umbach & Partner
Legal Notes

Facilitating impact:
Communication that inspires
customers to take action

You get traction
You take advantage of
market opportunities
Results

Common Goal
It is less about single aspects of
individual departments, but about
meeting customer needs better or
faster than the competitors …

Customer
Company Competitor
Strategic Triangle

- Customers
- Competitors
- Macro economic forces
Outside Your Control

Your Communication
What
How fast
What You Control
Your Products Technology

Contribute toward one goal:
Common "cause" or "purpose"
Cooperate with Colleagues

Provide Value
Help customers make better
decisions - and highlight
the role of your products

Value to the company
Turn science into sales

… better than the competitors

while staying within the
regulatory labeling and
legal framework
Borders

Legal Aspects

Claims Label Training_15Oct2017_Final
Labeling*
All written, printed, or graphic
matter upon an article or container
or accompanying such article
According to an U.S. appellate court decision:
"Most, if not all advertising, is labeling."

also covers verbal statements
made by company employees
or in testimonials.

Must be based on scientific evidence:
on procedures that yield accurate and
reliable results
Communication
Proof (substantiation) is required.
If you do not have the data to
back it up, you cannot use it.

Claims
Example:
You can only say
“Quicker” or “Better”
if you have
"scientifically proven it"

In clinical medicine, you never prove
anything in the mathematical sense.
You reject an null hypothesis with
a certain probability of error
(usually set at 5%)
"Proof"
Problematic phrase

"Implicit Claims"
Fact
Explicit
Implicit

A claim is considered false or
misleading if there is no
substantiating data to support it.
Avoid misleading claims
If there is no substantiation data
to back the claim, the claim cannot
be used - even if has been used before.

Generally, clinical comparative
claims should be based on
head-to-head testing.
FDA : Claims Label Training_15Oct2017_Final
Comparative claim
If you suggest that a product is
superior you must show a statistically
significant difference.

Hallmarks of a good claim?

Vision
Mission
Slogan
Catchphrase
Tagline
Company motto
Advertising phrases
Terminology

Attributes or
Features or
Characteristics
Claim
You improve the
client's condition …
Message

Solution
Value
Benefit
Advantage
You profit from …
A Claim Contains
Explicitly or implicitly

Trust
Confidence
Reliability
Claim and Company Image

Create and maintain a brand
by communicating clear claims -
expressed by consistent use of
certain words, phrases, images etc.
Claim: Major Part of the Brand
A statement regarding indication, use,
performance and benefits of a product*
* DC MASTER PROCEDURE, Marketing and Promotional Claims

Scientific data
Customer needs
Distil
Claim

  
 

Dr. Umbach & Partner, 2005
A Constellation of Data …

We Interpret
  
 

the constellation of data
and give them meaning

Clear Easy to understand
Concise Short and to the point
Credible Supported by data
Consistent In line with other sources
Continuous Constant over time
Competent Showing know-how
Caring Of relevance to the reader
The 6 "C"s of Convincing Claims
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com

Keep it short and simple
Kiss
Be brief
Keep it short and sharp …

Sales rep
Physician
Advantages for me
and my patients?
What the Doctor Looks For
Study results!

What's-In-It-For-Me
Syndrome

How is the customer better off?

… due to …
… thanks to …
… based on …
"Reason why"
Validation / Substantiation

Ask for Action (CTA)
• Contact us for more information
Phone, Email, …
• Attend a workshop
• Order / Buy
(Handlungsimpuls)

Quick Thinking
Fast Action
Speed
Winning in the market place

It's Not the Big That Eat the Small...
It's the Fast That Eat the Slow
How to Use Speed as a Competitive
Tool in Business
Book by Jason Jennings
…
Performance

"Do more with less
and do it faster."

The world is moving fast
and does not consider
internal approval procedures

"If you are slow,
you will be late to the party"

- quick
- nimble
- flexible
- dynamic
"agile"
Advantageous

Developing and
Approving Claims

The responsibility should not be delegated
to single Department or to an outside
advertisement agency.
Rather:
A joint activity where people participate
and contribute with a common goal in mind
Developing Claims is Teamwork

Two Directions
Combining evidence with claims

Numbers, Tables …
Scientific Data Claim
Make
Meaning

My question
Is the kind of evidence needed
usually very different or very similar?
Often you need a statistically significant
difference between two groups in a head-to-
head comparative study.

Keep things as simple
as possible.
Personal Recommendation

No time

How important is this to you?

It is not enough to be busy.
The question is:
What are we busy about?
-- Thoreau --
Priorities
Activity is not achievement

The art of getting things done
How will we make this happen?
How do we make this come
to life for all team members?

Part of Project Management
"Jour fixe"
"Regular Review Meetings"

"Deadline Dragon"
Who is guiding the process?
Who is the coordinator?
Mentor

account for about 80% of the issues
Helpful Attitude
Positive
Cooperative
Results oriented
People as Success Factors

Positive
Cooperative
Optimistic
Helpful Attitude

Even you will not know until
you spread your wings
Rise to New Heights
No one can
predict to what
heights you
can soar

Free Tips and Ideas
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