Question

Topic: Taglines/Names

Strong Tagline

Posted by Anonymous on 12/21/2008 at 3:59 AM ET 125 Points
Dear Pharmaceutical Marketers:

I am going to launch a replacement of Kenacomb a BMS product which was due to certain reasons discontinued 2 years ago. The demand supply gap exists since its withdrawal.

The product is going to be promoted to ENT consultants. The USP of the product is its unique combination i.e. of 4 different constituents i.e. (a steroid, 2 antibacterials and an antifungal). its an ear drop that gives better compliance to the patieints in Fungal Otic infections with superimposed bacterial invasion.

the tagline in my mind is;

The action of 4 in 1

the positioning statement;

the ultimate solution for mixed otic infections with inflammation

all i am looking for an attaractive tag line and positioning alongwith some ideas for promotional giveaways....

thanks n regards
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RESPONSES

  • Posted by BizConsult on 12/22/2008 at 8:00 PM Accepted
    Hi - I've done OTC brand management in the past and do Marketing Analysis/Business Strategy for an ad agency now: For the tagline, "The action of 4 in 1" is a bit generic and describes the process rather than the solution -- '4 in 1' sounds like an oil brand and could apply to many different categories...

    If you are able (based upon the medicine's specific action/FDA regs), go with a tagline that's more specific to the problem and stronger in benefits ("Cures ear infections better & faster", or "Nothing cures ear infections better or faster"): then, move the '4 in 1' to the support statement.

    As for promo ideas - why not a Bluetooth-enabled headset - it's ear/hearing-related, relatively high-tech (like your product seems to be) and everyone with a cell phone (like your entire buyer market) can use at least one!

    If promo budgets are bigger (esp. for recontact communications), try adding rechargers and/or provide a hands-free Bluetooth car version. Other ear-related giveaways could include hearing protection products, long-distance 'microphones' (looks like a small gun and picks up sounds from far away,), etc.

    Good Luck!
    -Steve
  • Posted on 12/26/2008 at 6:05 AM Author
    Thanks Steve:

    Can you come up with some cost effective promo giveaways as the product is a cheaper brand and have no lavish budgets.
    Though bluetooth and hearing protection devices are superb giveaways for ear related products)


    Apart from this the product requires more thrust towards making its noise level through print media.

    What options can i use for such activities...
  • Posted by Mikee on 1/3/2009 at 9:38 AM Accepted
    How about custom otoscope specula? It would be really cool if you found someone who logo them for you and give those to the doctors.

    Mike
  • Posted on 1/3/2009 at 12:26 PM Author
    One more favor is required;

    My theme is 4 in 1,....Can any one tell me the right visual for developing print media for promting the tagline of 4 in 1 action????
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