~ DBA - Research ~

When it comes to medication, pills, cures etc. (this sector) everyone has a personal preference dependent on their personal views and personality. Some are more likely to buy cheap pain killers as they care more for value for money and other will buy brand names due to trust, others will be more attracted to certain brands due to branding. One example being Feminax; they are essentially ibuprofens which can be bought cheaply from any shop, but when marketed specifically towards women for period pains women will pay more under the impression that they work more directly and effectively. 

I feel for these reasons the design treatments of the examples shown above are really effective. They offer variations of similar products/pills under one brand name. Each variation could offer a slight difference in effectivity and purpose and branded slightly differently to appeal to a mass market of people with all different visual and personal preferences. 

For these reasons I feel within our branding we need to be inclusive of a mass market rather than targeting a certain group of people. 

http://www.inventivhealth.com/docs/Drug%20Branding%20Through%20the%20Eyes%20of%20the%20Consumer.pdf - I also found this article discussing branding for drugs.

"Not long ago doctors were the only ones driving prescription decisions. But now, patients are better informed and more empowered, causing a shift in the way pharma thinks about branding their medications. No longer do companies just need to speak to a drug’s efficacy, they also need to resonate with consumers, build trust, and most importantly be easily recognized."

"Many of them say, “ask your doctor if ______ is right for you,” pushing consumers to take a more proactive role in their health. As a result, medication brands need to be memorable enough for patients to ask their physicians about it."

The article hi lighted how the name for the drug needs to be memorable and suggestive of empowerment and a real end goal of taking it. 

I collected some examples of existing branding for concentration enhancing drugs. Most of which appear to be very corporate and medical in tone of voice/aesthetic. I felt in order to stand out and appeal to a 'new' and broader audience it was important to create an element of positivity and almost fun whilst maintaining a legitimately professional appearance.

A lot of the examples I researched had different variations of each drug that claimed to enhance different aspects of someones concentration/productivity. This is a point I was keen to discuss with the group. It was important we created an entire brand and considered all aspects rather than designing for just one singular product.