2. Corporate background
Provis, a division of Promed to be launched in India
Promed is a global research-based health care company
Starting with a team of few people 21 years back, Promed
has over 500 professionals in R&D, manufacturing, Sales &
Marketing.
Promed is committed to provide innovative products and
services meeting global quality standards which meet or
exceed customers needs and expectations
Promed Group always adheres to established quality
standards which are reviewed continually for improvement.
3. International quality standard ophthalmic products which
are equal to or better than the best International Companies.
o Promed manufacturing plants are validated to US FDA standard.
o High quality raw materials used for products development those are from
validated international sources.
Strong R&D in place to develop products as per markets
need & ability to bring them at faster pace.
o Developed advance products in disease segment like Glaucoma & OSD.
World-wide presence with expertise in Ophthalmology of
over two decades.
o Currently ranked no. 2 in the ophthalmic market in Russia (Source: RMBC MAT
Dec. 2009)
First time in India introducing ‘Preservative free’ single dose
unit pack (Unims) in most therapeutic area.
o Also adding value by introducing 15ml Multidose containers for artificial Tears.
4. Launch plan
Pre-launch:
Announcement mailers
◦ 1st on 1st September
◦ 2nd on 10th September
◦ 3rd on 20th September
Detail aid & Corporate brochure
◦ Company brochure & VA (8 Pager)
5. Objectives
Pre-launch Communication
To introduce PROMED (PROVIS) in India as an internationally
acclaimed company that believes in pursuing excellence by
adopting global quality standards & innovating new products
To make doctors aware of a new innovative, global standard
and quality products in Ophthalmology is coming in Indian
market
Global quality standards and innovative products can depict
by using plant photographs in India.
Provide a retention value and innovation to all the inputs
6. Mechanism / Strategy
Our aim for the initial communication is to send the doctor
inputs which has retention value and can remain on his table
We therefore send him teasers as cards with interesting and
engaging information that can hold his attention.
We also send an acrylic stand along with the first card to
keep the card on his desk
These cards will go under a ‘desktop series’ name that has a
good recall value
e.g. ‘Leaders in Ophthalmology must-haves’
The purpose is to enable the MR to continue giving such
cards in the form of brand reminders even after the initial
communication is over.
7. Media
Teasers will go as front-back cards.
An acrylic stand is provided with the first teaser.
The cards are sent as direct mailers for the doctor to place in
the stand.
This ensures retention of the inputs at the doctor’s end.
After VA is revealed, the MR can place new cards on every
visit.
8. Proposed concepts
Concept 1:
‘Different views… one VISION’
The new ophthalmic division is a collective dream and effort of all those
at Promed. While the corporate has many values, perspectives and
ideologies, it upholds one combined vision – Provis. This vision is the result
of unusual perception and intelligent foresight.
The views in question are those related to good quality, dedication to
innovation and excellence.
This theme also communicates the ‘standardized quality’ aspect of its
products globally.
9. Proposed concepts
Concept 1:
‘Different views… one VISION’
Visual Treatment –
The theme is communicated by using ambigrams.
An ambigram is a typographical design or art form that can be read not
only in its form as presented, but also from another viewpoint, direction,
or orientation. One can read it in 360 degree.
We write the values or ‘views’ of Promed / Provis in the form of an
ambigram to convey the above message.
10. Proposed concepts
Concept 1:
‘Different views… one VISION’
Creative Execution –
For the teasers, we write the values or ‘views’ as ambigram, followed by a
message – ‘Different views, one Vision’
coming soon…
The back has an image of the plant in India, with a message / quote based
on the word that appears in front, in order to co-relate the two.
11. Proposed concepts
Concept 1:
‘Different views… one VISION’
Campaign Extension –
The above thought can be modified and communicated in different ways
to extend the campaign, e.g. an extension of the ambigram would be a flip
illusion (two faces / images as one. A different view shows a different face
or image)
One image which has more than one meaning.
e.g.
12. Proposed concepts
Concept 1:
‘Different views… one VISION’
Campaign Extension –
Later, we can focus on different attributes that add to the company’s
values, e.g. ‘An eye for detail’.
Inputs that ask the doctor to find
an object / word in a clutter, etc.
Or different kinds of optical illusions
can be used to add to the theme.
Only professional
For example: In the given image, with vision can find a
there is one different pair of cubes and different pair
we ask doctors to find it.
13. Proposed concepts
Concept 2:
‘The next big thing in ophthalmology’
The world is constantly innovating and re-inventing itself. Every innovation
sets off a trend which makes a mark somewhere in history.
We dig out interesting trends that were introduced through the
centuries, tracing events that added to the bulk of knowledge about eyes
and vision, eventually co-relating Provis as another initiative that will make
a mark in history.
14. Proposed concepts
Concept 2:
‘The next big thing in ophthalmology’
Visual Treatment –
The teasers highlight different innovations or trends that were set off in
different parts of the world at different points of time.
The message will then flow to the ‘Provis revolution’ which we want the
reader to be a part of.
The disconnect in the matter will compel the reader to ponder and
associate the two – which will establish Provis as yet another innovation at
present.
15. Proposed concepts
Concept 2:
‘The next big thing in ophthalmology’
Creative execution –
The look & feel will be a marriage between the old and the new – a sort of
fusion.
While one side of the teasers will depict old events, the other will show an
image of the Provis plant, with a message – Join the Provis Revolution, the
next big thing in eye care.
e.g.
Front: ‘1600 BC… The egyptians made the first eye friendly dye for eye
make up’
Back: ‘2011… Join the Provis revolution, the next big thing in eye care’
16. Proposed concepts
Concept 3:
‘Window to a new world of eye care’
The eyes are the windows to the soul… as well as windows to the world.
Knowing them better provide a clearer, deeper view into the world around.
We give little snippets about these precious windows… a greater insight
into the mysteries of the eyes will lead to a new world of eye care.
By sharing little known facts, we pass a message – ‘We understand the
eyes like no one’.
17. Proposed concepts
Concept 3:
‘Window to a new world of eye care’
Creative execution –
Little known facts presented in a unique manner appear on one side of
the teasers, while the other side gives a glimpse of the Provis plant with
the company values.
E.g. 1
card front – ‘Eyes are composed of more than two million working parts.
card back – ‘We understand the eyes like no one.
Coming soon… the window to a new world of eye care’
E.g. 2
Card front – ‘Eyes utilize 65% of all the pathways to the brain’
card back – ‘We understand the eyes like no one.
Coming soon… the window to a new world of eye care’
18. Proposed concepts
Concept 4:
‘Qualities of Legends of Ophthalmology’
A simple communication to co-relate good qualities of an ophthalmologist
with the qualities of Provis and its products.
As teasers, each card carries an effective habit of an ophthalmologist.
Correspondingly, on the back will be a great quality Provis, as an eye care
company, possesses.
We communicate the essence of Promed’s values like internationally
standardized products, commitment to innovation through R&D, etc.
19. Proposed concepts
Concept 4:
‘Qualities of Legends of Ophthalmology’
Creative execution –
The teaser series can be titled ‘5 effective habits of an ophthalmologist’.
The topics are attention grabbing and something the doctor would like
to keep on his table.
As an extension, additional cards or posters can be given to the doctor
carrying tips on e.g. ergonomics etc.
20. Approved concept
Concept 2:
‘The next big thing in ophthalmology’