A class all by itself. A marketer must take the time and proper care to create a new class, complete with its own vernacular (class name, monikers,
descriptors, Web properties), as well as look and feel (logo, iconography, colors, graphics, and mode-of-action animations)
that only this particular vaccine could claim for itself. COX-II and PPIs are just two of the most commonly cited examples
of classes created by pharma companies. Further, the brand ought to take full advantage of its "first-and-only" status (with
all due respect to the use of bursts, banners, and violators in "Now Available" ads) by designing a scientifically legitimate
carriage (the new class) in which to carry its precious cargo (the brand) throughout its life cycle.
Market conditioning. Create a story among your target audiences that feels bigger than your brand's promise, but, at the same time, sets your brand
up to be the only one to pay off on the needs the Market Conditioning story has set up.
- Brands that want to stand apart must either define or redefine a category using ownable language, unique messages, and compelling
- Once a brand has established its unique voice, it needs to spark interest in the category with innovative and creative campaigns.
- Campaigns that drive people to seek out answers (via online, friends, family, or doctors) must implement mechanisms to ensure
people can "find" them (i.e., Google paid search ads, Facebook Social Ads, QR Codes on waiting-room posters, etc.). But your
responsibility as the "first-to-market marketer" by no means should stop there.
Perspective Marketing: Helping them to imagine the future.
A new, somewhat savvy companion to the tradition of Market Conditioning is a concept known as Perspective Marketing. Although
it can be done (to varying degrees of effectiveness) at any point in a brand's life cycle, it is at its most virulent when
done in pre-launch and launch phases. Add to that the idea of doing it for a first-to-market brand, and the list of "what's
For as long as NicVAX is the only vaccine of its kind on the market, life for the brand should look pretty bright. One might
even say it could sell itself. However, as pointed out earlier, players in the vaccine category almost always end up in commodity
grudge matches (an old marketing joke: the word "vaccine" is Latin for "commodity"). Perspective Marketing can be just that
futuristic insight—and magic bullet—you need to tip the scales in your brand's favor. It can help head the competition off
at the pass, even before that competition is born. Where Market Conditioning is creating a need or highlighting a problem
that only your brand can satisfy (even before it launches), Perspective Marketing is all about creating a companion story
to Market Conditioning where the brand begins to dip into the future, demonstrating to its target audience just how good life
will be because (in this case) NicVAX has existed in it.
If Market Conditioning tells the story of what problems can be solved today, Perspective Marketing takes on the job of painting
a picture (now!) of how the future will soon look; how large the promise of this brand is; all the tangible and emotional
ways the target audience will come to rely on this brand; and how there will come a day, very soon, where the target audience
won't be able to imagine what life had been like without this brand. All this is done in the voice of the brand, so that this
story and the perspective it creates remains ownable to that specific brand, even in the face of launching competition.
Imagine if, in 1928, Sir Alexander Fleming had a Perspective Marketing machine working for him, exciting the world at large
about the life-sparing properties that his discovery of penicillin would hold for the world in the very near future. It is
entirely feasible to believe that the world would not have had to wait until the 1940's for the magic of penicillin to begin
to do its work in vivo.