2. Definition
– “creativity can be referred to as divergent
thinking namely, the ability to find unusual and
non-obvious solutions to a problem!”
– the act of turning new and imaginative ideas into
reality. Creativity involves two processes:
thinking, then producing.
3. Creativity in marketing
– The extent to which
an ad contains brand
or executional
elements that are
different, novel,
unusual, original,
unique, etc.
4. Elements of creativity in context to
marketing
What We Create
• Creating Added Value
• Creativity in…
– Advertising
– Public Relations
– Sales Promotion
5. Creativity in advertising
– Interest in an ad is influenced by…
– Surprise (Good)
– Information (Better)
– Benefits (Best)
– How about All 3?
– Example: Surprising information
tied into benefits.
6. Creativity in public relation
All brands have ads
Good PR about those ads adds extra
value
But it has to be “newsworthy!”
Every year, a company has an
anniversary.
Creative PR can make it something
special.
7. Creativity in sales promotion
– A Creative Approach can provide
to buy on top of the
Incentive!
8. Building brand value
– Creativity Can Build Brand Values
– It can Reinforce Existing Feelings
– It can Create New Feelings and Attitudes
• It can Add Image and Imagery
9. How creativity works
– Effective Creativity persuades
– Three Cornerstones of Persuasion
– It connects to the Target
– It communicates the Benefit
– Effective Creativity gets to “Yes”
– It gets you to “Just Do It”
10. Effective surprise
– It could be a Big Surprise!
– The “AHA”
– I never thought of it that way before (NIKE)
– It could be a Small Surprise Effective Surprise!
– The “Oh yeah!”
– That’s just the way I feel.
11. Creative action plan
– 1. Client
– 2. Target
– 3. Competition
– 4. Old/New Thought
– 5. Main Claim
– 6. Support
– 7. Added Tools
12. Now its time to think of big
idea!!!
– Big Ideas are great but they must be tied
back to your market objectives and
budget.
– Don’t let an Advertising agencies big
idea over ride your marketing objectives.
– Golden rule: If I was paying for the
campaign would I pay for it out of my
own pocket?
13. Creating ideas that sell
– 1. Connect with your target market
– • Example: Federal Express
understand the importance of care
and on time package delivery.
– 2. Beat the competition
– • Example: Japan Airlines Premium
Economy instead of Business Class…
14. Selling creative ideas
– Presentations Need Planning
– A Good Presentation Format:
– Present Problem/Assignment
– Unique Interpretation of Problem
– The Insight is introduced
– “The Reveal”
– Be ready for questions, comments and criticisms
15. Producing creative idea
– Now other specialized professionals and suppliers join
the creative team.
– Print team members
– Art buyers and Photographers
– Radio team members
– Announcers and Composers
– Television team members
– Actors and producers
16. Creative advertising
– Creative advertising is more memorable, longer lasting,
works with less media spending, and builds a fan
community faster!
17. Creativity in pharmaceutical
marketing
– On a degree of difficulty scale, marketing prescription
pharmaceuticals rates high on the list. It’s an industry like no other
— categorized by heavy restrictions, a shed load of data, and an
audience that is limited and hugely intelligent
– To top that off, there’s also limited time to monetize the new drug
before generics flood the market.
– educate those at the upper end of the knowledge chain.
– build brand loyalty and value above just price, and remain within
the confines.
18. Strategies for pharma industries
marketing
– 1. Know Your Target
– And by this, we don’t mean your sales targets. We mean knowing intimately
the niche your product is designed for. This is where pharmaceutical
companies have an edge on traditional marketing
– E.g.: Take, for instance, a drug that has been recently PBS-listed for reducing
nerve pain in patients, with slightly more efficacy than an incumbent.
– But changing drugs comes with risks attached.
– Doctors remain prescribing what they are familiar with.
– Creativity or strategy in this case is:
look more closely at the product to find something that is different from
19. 2. Leave a Breadcrumb, Not a Loaf
– It’s common practice to want to put every possible piece of data into marketing
materials like leave-behinds, brochures, print and digital ads, and iDetailers.
– we know that information overload acts as barrier to action.
– Ask any sales rep in the field, and they’ll verify this: “Do you feel like you’re
always presenting your doctors with compelling data but their behaviour doesn’t
change?”
– Creativity or strategy :
– Try and condense the information to what is going to be relevant to the
identified target audience.
20. 3. Lead with the Problem
– If you look at current pharmaceutical marketing, most of the
messaging leads with a solution, with no real set-up of a problem.
– For instance, a newly launched bronchodilator in the marketplace
would usually lead with messaging like “The first PBS-listed dual
bronchodilator for treatment of COPD”
– The audience has been presented with a treatment for COPD (the
solution) with no real set-up of why the solution is needed
(the problem it’s solving). As such, the audience has to work
harder to connect how to fit the solution into their world.
21. Creativity or strategy:
A better way to structure the messaging in this example could be
by leading with the problem.
Take, for example, this messaging:
• Are your patients complaining of breathlessness at night?
• Are monotherapies no longer working for your COPD patients?
Instantly, we’ve created a hook that speaks directly to the audience
by planting our solution into a problem they encounter in their
patients.
• highly effective way to drive engagement in a digital medium,
where attention is limited and ad size small.
Leading with the problem sets up questions and then a strong call
to action:
• Are monotherapies no longer effective for your COPD patient?
Click here to find out how what more can be done
22. Use an A3 Discussion Guide
– Leave-behinds have long been used by the pharmaceutical
sales and marketing departments to serve as a reminder of
sales conversations.
– At Step Change, we’ve found conversion rates double and
triple across businesses in all categories by producing these in
an A3 format and structuring the information as a discussion
guide rather than a brochure.
– Creativity :
– It provides detailed information about your product.
25. An innovation is…
– According to Oxford English Dictionary – Innovation
means introduction of something new. Thus Innovation
can be defined as the introduction of a new product,
service or process into the market place.
– The National Innovation Initiative (NII) of USA defines -
innovation as the intersection of invention and insight,
leading to the creation of social and economic value.
26. – Schumpeter argued that innovation comes about
through new combinations made by an entrepreneur,
resulting in
– a new product,
– a new process, opening of new market,
– new way of organizing the business
– new sources of supply
27. Many definitions of Innovation
– • To sum up… Innovation = Invention + Commercial
Exploitation
– It is a use of new knowledge to offer a new product or service
that customers want. Thus, it is
– Invention + Commercialization.
– “Innovation is the search for and the discovery, developed,
improvement, adoption and commercialization of new
processes, new products and new organization structures and
procedures.”
28. In pharmaceutical sense:
– Any change in the marketing mix that customers perceive
as new.
– It can be a change in products, services, or processes.
29. Bill Ford on Innovation
– “..if we want to succeed as a company – and as an industry –
we must drive innovation into everything we do: into
technology, into safety, into design and into real-world
solutions for environmental issues, like the impact of energy
usage on our world.”
– “Innovation is going to be the compass by which this company
sets its direction.”
30.
31.
32.
33.
34. WHY INNOVATE ???
OTHERWISE THEIR
SURVIVAL CHANCES
ARE SERIOUSLY
THREATENED
ORGANIZATION
PREPARE
THEMSELVES TO
INNOVATE ON A
CONTINUING BASIS
TURBULENT AND
RAPIDLY CHANGING
ECONOMY
35. GOALS OF INNOVATION
– Improving quality
– Creation of new markets
– Extension of the product range
– Reducing labor cost
– Improving production process
– Reducing materials
– Reducing environmental damage
– Replacement of products/services
– Reducing energy consumption
– Conformance to regulations
36. Importance of Innovation to Companies
20%
80%
Companies say it is important... ...But Few Feel Good at it
Find innovation
unimportant
Find innovation
important to their
business
4%
96%
Good at innovation
Think they are bad at
innovation
37. Process of Innovation
– a) Idea generation (Making)
– b) idea screening (test )
– c) feasibility (Practically)
– d) implementation (Completion)
– e) commercialization
38.
39.
40. • The process of innovation involves search & selection,
exploration & synthesis, cycles of divergent thinking &
convergence.
Innovation process needs support at three levels.
• At the macro level i.e. National Level, Innovation in
a nation directly depends upon national government’s
policies and support.
41. At the next level i.e. Enterprise Level, Innovation in enterprises
depends upon top management’s support and commitment. It is the
top management which sets the direction and environment for the
innovation in an organization.
• Lastly at the bottom level ie. Individual Level, Organizations
should create mutifunctional teams and encourage individuals
involved in the innovation process. Innovation largely depends upon
actions and motivation of multifunctional teams and individuals
involved in the innovation process.
• Innovation is largely responsibility of enterprise
42. CHARACTERISTICS OF INNOVATION
– There is an object or target which is being changed.
– It can be a product, a process, an individual’s lifestyle, an
organization's strategy, a society culture.
– Innovation vary in extent or magnitude i.e. degree to
which one deviates from the past.
– It is closely related to problem solving since generation &
implementation of ideas for change never transpire without
difficulty.
– A final characteristic is the impact of the change, the
significance or range of its effects.
43. Drivers for innovation:
– Financial pressures to reduce costs, increase efficiency, do
more with less, etc
– Increased competition
– Value migration
– Stricter regulation
– Industry and community needs for sustainable development
– Increased demend for accountability
– Demographic, social and maket changes
– Rising customer expectations regarding service and quality
– Changing economy
– Greater availability of potentially useful technologies
coupled with a need to exceed the competition in these
44. Sources of new ideas:
Suppliers
Employees
Management
Distribution
Channels
Government
Regulations
Maverick
Competitors
Customers
Technology
Economy
Rapidly
Changing
Environment
45. Innovation within the organization:
It depends upon
– Organizational Motivation – the basic orientation of the
organization toward innovation; shared vision; providing
rewards and recognition; lack of internal politics, and lack of
overemphasis on the status quo.
– Resources – everything the organization has available to
aid in the area targeted for innovation, including time,
funding, information and materials
– Management Practices – allowing freedom and autonomy
in the practice of work; providing challenge; specifying clear
strategic goals and forming work teams comprised of
individuals with diverse skills and perspectives
46. Types of innovation:
In business and economics, innovation is often divided into five types:
1. Product innovation, which involves the introduction of a new good
or service that is substantially improved. This might include
improvements in functional characteristics, technical abilities, ease of
use, or any other dimension .
2. Process innovation involves the implementation of a new or
significantly improved production or delivery method.
3. Marketing innovation is the development of new marketing
methods with improvement in product design or packaging, product
promotion or pricing.
4. Organizational innovation (also referred to as social innovation)
involves the creation of new organizations, business practices, ways
of running organizations or new organizational behavior.
5. Business Model innovation involves changing the way business is
done in terms of capturing value
47. A Suggested Innovation Framework
Problem
and/or
Opportunity
•Do not be afraid to fail
•Take risks
•Move your idea forward
Just Do It
• Seek novelty in design
• Diversify
• Stop looking for the right answer; look for many right answers
Seek Novelty in
Design
• Define clearly your goals and objectivesSet Goals and Objectives
• Challenge all assumptions
• Seek opportunities to innovate
Identify Problems and/or
Opportunities
• Open your mind
• Mental Floss
• Discover your creative rhythm
• Health Makes Wealth
Seek Opportunities
• Become an expert in a field you
love
• Become passionate about your
field
Find what you love to do
49. –Incremental Innovation
– Incremental Innovation is the most common form of innovation. It
utilizes your existing technology and increases value to the
customer (features, design changes, etc.) within your existing
market. Almost all companies engage in incremental innovation
in one form or another.
– Examples include adding new features to existing products or
services or even removing features (value through
simplification). Even small updates to user experience can add
value, for example below is an older version of Constant Contact’s
email schedule page:
50. Disruptive Innovation
– Disruptive innovation, also known as stealth innovation,
involves applying new technology or processes to your
company’s current market. This newer technology is often
more expensive It is only after a few iterations that the newer
tech surpasses the old and disrupts all existing companies.
– There are quite a few examples of disruptive innovation, one
of the more prominent being Apple’s iPhone disruption of the
mobile phone market. Prior to the iPhone, most popular
phones relied on buttons, keypads or scroll wheels for user
input.
51. Architectural Innovation
– Architectural innovation is simply taking the lessons, skills
and overall technology and applying them within a different
market. This innovation is amazing at increasing new
customers as long as the new market is receptive. Most of the
time, the risk involved in architectural innovation is low due
to the reliance and reintroduction of proven technology.
52. Radical innovation
– Radical innovation is what we think of mostly when
considering innovation. It gives birth to new industries
(or swallows existing ones) and involves creating
revolutionary technology. The airplane, for example,
was not the first mode of transportation, but it is
revolutionary as it allowed commercialized air travel to
develop and prosper.
53.
54.
55.
56.
57. Innovation in Pharmacy
– Pharmacy practice not very innovative
– – so far
– Most changes are incremental
– Many changes simply imitate competitors
– Thus, pharmacies appear very similar to customers
58. Examples of innovation in
pharmaceutical and medical
science:
Nurses can now find veins more easily before taking blood or
injecting medications with AccuVein, while residents can now
describe an eye condition to a physician using EyeDecide.
Patients can refill prescriptions with smartphone and tablet apps, text
messages and secure email. Pharmacists can help patients improve
their adherence to taking their medications by monitoring automated
refill histories.
Patient medical history, profiles, drug benefits and interactions are
available online to both patients and pharmacists in many locations.
Pharmacists can check for drug interactions and advise both doctors
and patients on medication reconciliation and synchronization.
59. – Centralized pill dispensing automation is replacing manual
dispensing onsite. The use of robotic dispensing systems and tablet
counters improves accuracy and frees up pharmacist and staff time for
patient questions and consultation.
– Cloud-based inventory management systems enable pharmacies to
share information across several locations, automatically re-order
stock, and review past transactions.
– Prescription drug monitoring programs (PDMPs) and electronic
prescribing of controlled substances (EPCS) are helping to fight
opioid abuse.
– Innovation in vaccination i.e new and modified forms are being
devolped and methods os administration are being innovated.
60. – Inovation in surgical procedures e.g use of laparoscopic gall
bladder surgery instead of open surgery
– Innovation in packaging i.e modified packaging including temper
resistance, child resistance containers etc
– Inovation in devices e.g devolpment of novapen for insulin
administration in relation to conventional syringe.
– Precision medicine
– mHealth sensors
– Nanotechnology
– Artificial intelligence i.e use of artificial intelligence in research
such as literature review of enormous amount of data can be done
easily by usin AI.
