Founded as the "little sister" of the ratiopharm brand at Merckle GmbH, AbZ-Pharma has been one of the most competitively priced suppliers in the generics sector from the very beginning - since 1993. In many years of co-operation with a Berlin agency, the brand has developed into a rebel, it is different, pink, courageous, charming. Through direct marketing, AbZ brings lightness into the everyday lives of pharmacy staff, with comprehensible knowledge transfer and humour.
Nevertheless, AbZ-Pharma failed to gain momentum. The brand received too little attention, it was like being trapped in a deep sleep. Even its raison d'être was questioned. To change this, the collaboration with BrandTrust began at the end of 2016.
AbZ-Pharma was facing key challenges: Despite many campaigns that provided real added value beyond the pure benefits of safe and affordable medicines, AbZ-Pharma was not sufficiently successful in scoring points with PTAs, customers and stakeholders and increasing the brand's appeal.
There was a lack of identification of suitable trends and breeding grounds. Furthermore, the brand had not yet succeeded in establishing itself as a credible and game-changing digital pioneer. It also lacked clarity as to how it could champion the interests of its target groups.
In four steps, AbZ-Pharma gained clarity about its brand, more precisely: about its core brand values, its positioning, its one-word value and its brand rules.
A new brand strategy was developed and implemented ...
AbZ-Pharma is now able to achieve measurable success through consistent brand management. The foundation for success is the consolidation and clarity of the brand, perseverance in the implementation of the brand strategy and enthusiastic employees.
Strategic focus: The brand strategy is now seen as an integral part of other sub-strategies, which has optimised the company's overall performance.
Enthusiastic customers: The brand strategy resulted in a brand experience that is consistent at all touchpoints, emotionally engaging and inspiring customers.
Proud employees: The work on the brand and the associated successes have allowed the AbZ team to grow into a proud unit: Everyone supports each other and works enthusiastically towards a common goal.
Further information on the success story of AbZ-Pharma can be found here (PDF).
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