1 A Pharma GmbH
Generics – this is the name for imitation substances whose active ingredients match already approved medications. How is it possible for a generics manufacturer without any product-side unique selling points to differentiate itself and create an identity of its own that is recognized by expert groups, patients and practitioners alike?
1 A Pharma is a generics manufacturer from Germany that markets its products without an external sales force. In 2013-14, the company considered developing the brand more intensely in Germany and positioning itself in the interests of a multichannel strategy. The discussions quickly revealed that there really wasn’t any clear-cut argument of benefit in competitive comparison and that a general repositioning was needed. At the same time, the company’s target group picture was rather vague – both with regard to the core target group of pharmacists as well as concerning the prescribing physicians. It was time to start with a new analysis.
Market research generated important insights. Among both pharmacists and doctors is a large group of people whose core need is “relief in everyday life”. This means: simple ordering processes and job tools that bring a high practical benefit. Under the claim “Simply Understanding,” we succeeded in creating a precisely suitable positioning and continuously improving the company’s market position over several years. 1 A Pharma became the authority in the simple explanation of medical topics, paired with humorous advertising.
Together, we reworked the brand identity and corporate design and implemented a diverse range of measures. These included an ad campaign with unusually minimal themes, new packaging, digital as well as physical aids for doctors and pharmacists – also intended for distribution to patients (“Simply helpful” packages, “Simply understood” foldout leaflets and “Simply well advised” materials), info brochures, media work, workshops and internal communications.