Corporate identity, corporate style, identity – whatever you call it, you can’t get into the top selling brands without it. And due to the active growth of the pharmaceutical industry in the Ukrainian market, the question of developing a corporate identity of the pharmacy is now a question of a question.
Indeed, health is always the last thing people save on. Ukraine’s leading online pharmacy publication Apteka.ua reports that in 2016 alone, 693 pharmacies were added in Ukraine, and since the beginning of 2017 – another 410.
In addition to expanding the network of pharmaceutical companies across Ukraine, domestic manufacturers are entering the global market. After signing the Association Agreement with the European Union, many pharmaceutical companies “set a course” towards the EU. In order to increase export sales and consolidate their products in European markets, Ukrainian pharmaceutical market representatives buy assets of small foreign companies. For example, in 2016, Pharmak entered into an agreement to purchase a Polish pharmaceutical company, and Arterium Corporation acquired the Slovenian pharmaceutical company Marifarm.
The already wide market of Ukrainian pharmaceutical products is facing more and more competitors every year. The way out of this competitive crush is to create a corporate identity.
The most successful companies in the Ukrainian pharmaceutical market: why branding is important
Competition with other pharmaceutical companies dictates the presence of a carefully thought-out UTP. Below we will tell you about the most successful pharmaceutical companies in Ukraine and how corporate identity design has helped brands gain a foothold in the market.
The research company SMD (Support in Market Development) has provided a rating of pharmacy chains, among which the leaders are Pharmacy of Low Prices, Bazhaemo Zdorov’ya and Dobrogo Dnego pharmacy.
Read also: How large corporations struggle to increase market share in the Ukrainian market
Corporate identity of Niznykh Tsin pharmacy: how the brand name hit its target audience
The sales leader at the end of 2016 was Apteka nizkikh tsin (Pharmacy of low prices) – 10.6% of the Ukrainian market.
Reception: the phrase “low prices” already sets up consumers to believe that the products of this manufacturer are cheaper than others (although in fact it may not be so). This is one of the linguistic programming techniques successfully used by “Pharmacy of low prices”.
In 2012, a law was passed banning additional information in the names of pharmacy outlets, requiring only the designation “Pharmacy”, “Pharmacy warehouse”, “Pharmacy point” or “Pharmacy kiosk”, which forced many pharmacy outlets to make changes to their interiors. For quite a long time, photos of “Pharmacy of low prices” without “prices” were circulating around the network, which caused a lot of ridicule towards the company.
Nevertheless, black PR is also PR. And no matter how they rename “Pharmacy of Low”, in the minds of consumers it remains the most affordable and economical.
P.S. The right to its original name “Pharmacy of low prices” still returned.
Color scheme: as you know, yellow stimulates the nervous system, and red increases blood pressure. In combination, these colors not only call out, but shout: “make a purchase!”. Bright blue color, similar to red, affects the nervous system as an exciter. One of the most popular representatives of this color scheme is McDonald’s. Its success in the global market, I think, can not be specified.
It should be noted that the yellow-red palette is atypical for the pharmaceutical industry. But Pharmacy of Low Prices took a risk to move away from the canonical green and, as we can see, it did not fail.
Corporate identity of “Bazhaemo Zdorov’ya” pharmacy: a brand that compels to act
“Bazhaemo zdorov’ya” takes the second place in the list of the most profitable pharmacy chains according to SMD. And not for nothing.
Reception: Robert Cialdini in his book “Psychology of Influence” describes in detail one of the favorite techniques of marketers – “commitment and consistency”. If you have ever once in your life wanted to return courtesy for courtesy – you have become a hostage of “commitment”. Thanks to this trick, consumers have a reflex of mutual politeness in response to a “wish of health”. In the case of “Bazhaemo zdorov’ya” – in monetary equivalent.
Color scheme: the pharmacy’s signature colors, red and blue are hard to match. As stated above, red has the effect of raising blood pressure, while blue has the effect of lowering it. Blue-red stimulates the body and increases muscle tension, which makes the nervous system perk up. This color combination is reserved for emergency services such as ambulance and police.
The pharmacy logo was originally blue and red, but the colors were later swapped.
Read also: 30 best logos in history
Brand identity of Dobrogo Dnya pharmacy: pioneers of development of new formats of pharmacy business in Ukraine
Over 2016, Dobrogoi Dnya pharmacy lost ground in the ranking, moving from the second place in the list to the fourth. Nevertheless, an innovative approach to the production process and further advancement in outsourcing cannot leave the company unnoticed. Let’s consider what fruits were borne by the creation of the corporate identity of Dobrogo Dnego pharmacy.
Reception: practically identical to the pharmacy “Bazhaemo Zdorov’ya”. Only if the first one has a semantic link to the target product of the brand, the name “Good Day” is used to program the consumer for a successful and easy day.
Color solution: bright green has a calming and cooling effect, is associated with nature and naturalness, and symbolizes constancy and reliability. It is the optimal color for pharmaceutical, care products and to indicate the naturalness of cosmetics. In combination with the smooth lines of the cross, the logo of the Good Day pharmacy creates a subconscious feeling of safety in the consumer.
Read also: 10 retail trends you can’t ignore
Corporate identity of Pharmak pharmaceutical company: entering the international market
“Pharmak ” is the oldest pharmaceutical company in Ukraine, which produces about 18% of all Ukrainian medicines. “Pharmak is actively expanding not only in Ukraine, but also abroad.
Acceptance: pharma companies like Pharmac have a huge advantage – a brand proven over the years.There is a lot of emphasis on this:
Color scheme: blue is the choice of leading companies such as Facebook, Intel or Kyivstar. Blue means calmness, confidence, reliability. Unlike blue, which has a more aggressive character. After entering the global market, the color of the Pharmak logo was changed to a lighter version.
Pharmacy business online
Internet pharmacies appeared in Ukraine a long time ago, but their credibility is much lower than that of “classic” pharmacies. Many consumers have not yet fully familiarized themselves with the peculiarities of these online services. Some customers are stopped by the fact that not all online pharmacies provide an opportunity to consult with pharmacists.
Nevertheless, online pharmacies have 4 advantages that attract innovators:
The right fonts and user-friendly menus make shopping much easier, and save consumers time.
1. The ability to operate 24 hours a day. Pharmacy 24 demonstrates this in its logo.
2. a wide range of products. On the vastness of the network you can find any drug that may not be available in pharmacies. The main thing is to consult a doctor beforehand.
3. savings. Online pharmacies are not always cheaper, but you can compare prices online, saving you a lot of time.
4. absence of queues. “Econo-Apteka” kills two birds with one stone – the emphasis on the advantages of the innovative sales method combined with the slogan “Saving Your Time” emphasizes the brand positioning and stands out among competitors.
Successful rebranding. Corporate identity of the Nasha Pharmacy chain
Identity is an important stage of rebranding. For example, in the summer of 2016, the rebranding of the Nasha Pharmacy chain began. A new corporate identity design was developed: logos, building facades were changed, and a new combination of colors was chosen. The slogans “effective help” and “responsive specialists” are supported by purple and yellow colors symbolizing energy and benevolence, and the “+” sign in the logo as if confirms the slogan “Our Pharmacy is more than a pharmacy”. And, according to the data provided by the online magazine “Pharmacist-Practitioner”, such indicators were achieved:
– volume of products sold+160%;
– number of checks +112%;
– average check +60%;
– number of visitors +82%.
True or not, judge for yourself.
Brandbook: production of corporate identity
It is not enough just to prescribe the rules of style, it is necessary to observe them. A brandbook can be used to monitor the dynamics of corporate culture development and participate in its creation. It contains:
- An understanding of the brand concept;
- design vision;
- detailed elaboration of all stages of the identity;
- vector of the company’s development direction.
Read also: Brandbook development: from logo to souvenir mugs
Here is one of the examples of brandbooks for the Swiss Pharmacy chain, designed by Olga Lobko:
Pharmacy hi-tech: design to encourage purchasing
The interior design determines how long a customer stays in the pharmacy. In order to attract visitors, European pharmaceutical companies are boldly experimenting with the design of pharmacy outlets.
The designers of the Greek pharmaceutical company Lefteris Tsikandilakis have moved away from the classic design of pharmacies. Each one in their collection is a work of art. One of the most striking, in the opinion of the editors, is the Mazis Marios chain of pharmacies.
Winning Mazis Marios pharmacy interior solutions:
- there are two floors, but the spiral staircase doesn’t block the view of the products;
- the pharmacist’s counter is visible from every point in the room;
- ice lighting visually increases the area of the pharmacy.
It is impossible to create a successful brand without a recognizable corporate identity. Identity helps not only to create an idea of the brand, but also to fix the values and advantages of the company in the consumer’s subconscious level.
If you’re ready to create your own corporate identity for your pharmacy – let us know!
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