Augmented Marketing in Pharma Business: Brand Positioning based on Co-prescription - why it remains so under utilized ?

Pharma brands need differentiation and rejuvenation to generate and sustain interest in the minds of doctors and field force to enhance brand growth

While renewed interest can be generated through various strategies – Augmented Marketing is one such approach which can bring sustainable growth if planned and implemented correctly and where it fits perfectly.

Many years back a B complex brand was positioned as – An adjuvant with antibiotic therapy.

The positioning helped to differentiate and enhance the brand growth as it communicated a clear position in the minds of doctors regarding its usage.

Moreover antibiotics being a leading therapy segment, the positioning helped commercially to widen the brand usage and sustain the growth momentum

Unfortunately we don’t have many examples of augmented marketing in pharmaceutical business.

This is an area which pharma marketers should consider where applicable