Unifying a Pharma Patient Experience Program Across APAC

A large global pharmaceutical client wanted to expand their patient experience programs (PxP) across the APAC region, specifically in the Chinese, Japanese, Korean, and Australian markets. Their head of patient experience in Singapore was interested in implementing a consistent and centralized approach. However, the region presented unique challenges, including diverse regulatory environments, patient expectations, languages, and character sets. Additionally, individual markets had previously developed their own patient experience brands, leading to inconsistency.

I headed the engagement through the ZS Associates Creative and Design team. We were engaged to explore and develop a cohesive brand architecture strategy. Under my direction, the brand strategy team analyzed their prior regional patient experience brand approaches from LATAM, EMEA, and the US. Then conducted workshops with the APAC market leads and performed comprehensive research on regulatory requirements for each target market.

We proposed an endorsement architecture for their patient experience brands. The approach advised they create a patient experience brand to accompany and lock up with the product brand. The PxP maintains consistent typography and design across products while leveraging the product brand's equity. It does this by adopting a secondary position (underneath the primary brand logo) and adopting the primary brand’s colors. This way, the PxP supports and enhances the primary brand, while tying it back to a consistent and recognizable program.

The PxP architecture is currently being implemented across the APAC region as they rebrand their global corporate identity. This allows them to maintain consistency across markets and fold it into the larger company rebranding effort. It also provides each market with the flexibility they need to meet patient expectations and cultural nuances, streamline their marketing efforts, and reduce costs. Ultimately, the strategy strengthens the program’s recognition and increases patient trust.

Sample slides from the advisement report are included below.