Our Philosophy About the Brand
Nowadays, we do not deal with a brand like we used to do yesterday!
Doctors, nurses, patients have changed their perception of brands ! The arrival of the generics, the self-service access to some drugs at the chemist’s created a new relation to the brand.
The development of the communication means, the essential role of internet have contributed to redefine the essence and role of the brand !
Le Marketing des Emotions par Georges Chetochine
In his book « The emotional marketing », Georges Chetochine co-founder of the agency insists on the notion of campaign of the brand and of the concept of cause that it defends.
A brand must attract the attention, to be referenced in the practicians’ memory as well as in the patients’, to have impact, to be able to answer the two questions that the prescribers or users will systematically have:
- Why are you here for me?
- How would be the market without you?
Our strategic approach for the brand positioning and impact is based first of all on the search for the answer to these two questions.
The protocole GAIN set by Chetochine Healthcare, Animal Healthcare enables to discover through a creative work together with the pharmaceuical company teams the campaign, the cause, the brand territory, its purpose, the definition of its promise and its equity.
GAIN enables to define impactful sales pitches that will enable the sales forces, the marketing to catch permanently the prescribers’ attention.
