High Visibility Brand with Strong Patient Appeal
VIAGRA
Client
Pfizer, Inc.
Description
Oral tablet for the treatment of erectile dysfunction
Objective
Develop a brand name with potential for high, global visibility and strong patient pull-through.
Eliminate the stigma attached to the category.
Branding Strategy
Employ a DTC approach - actively pursue patient/consumer appeal.
Shift focus away from mechanics toward a solution.
Create a brand name that is aspirational, evokes wellness and suggests benefits.
Avoid a traditional pharmaceutical brand name look and feel.
Tactics
Lifestyle drug branding:
Extensive target audience input to develop brand messages.
Broad creative palette utilizing real language components.
Extensive testing of brand names with target audiences.
Relevant GBS Services 
Branding Strategy Workshop
MarketForumSM
Physician BrandShopsSM
Patient BrandShopsSM
MasterClassSM
rxpersonaSM
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