Branding / Campaign
Medley Sanofi | Latin America. New Horizons.
In a highly competitive market, how to build the most recommended and preferred brand by doctors and consumers?
16 years working with Medley developing ON and OFF communication activities for all audiences: doctors, pharmacists, salespeople, and end consumers, in Brazil and Latin America.
Challenge
Implementing the Medley brand in Latin America. We developed global communication to regionalize, taking into account the many differences in various aspects between countries. We needed to create a branding and brand culture strong enough to carry the attribute of trust that every medication must have. Despite these different cultures in the various audiences of the chain, such as doctors, pharmacists, and consumers, a simple and strong communication in credibility would solve the problem.
Among our challenges were also the differences in dialects of Spanish-speaking countries, cultural differences, differences in the legislation of national health organizations, communication formats, differences in market access structures and commercial channels, all associated with the different ways of executing the materials. And still with a gigantic digital world ahead, on platforms such as websites, direct channels, and social networks.
Solution
We standardized the backbone of communication and materials, establishing a limit for regional personalization, ensured by the recommendations of the Brand Book. We developed “communication kits,” relationship guidelines where campaigns were translated, within a journey, into materials for doctors, pharmacy managers, salespeople, pharmacists, and finally, for the consumer. All of this across various channels, from conventional points of sale to digital channels, which were largely responsible for the launch of the campaign.
The great success and speed with which the brand was introduced in the countries was mainly due to the digital strategy. Major portals and social media were responsible for reach and frequency, but primarily for engagement and interaction with our audience. For audiences such as doctors and pharmacists, we increased penetration through segmented channels. In no time, everything became Medley. After that, with great appetite, Sanofi acquired Genfar in Colombia, and we began the process again, in a very similar way to the case we just recounted.
Operation Brazil
