LUPIN: THE LADY DOCTOR

‘LEAN ON ME’

BRIEF

To create a forum/ platform for Lupin amongst the lady doctors in the field of neurology and psychiatry

To make them aware that Lupin understands the nature of their committment

To enable them to feel that here is a company that understands the pressures and sacrifices of this speciality

Especially that of a lady who has to multitask as well as bear the burden of this emotionally depleting profession

DELIVERABLES

Ideas that can be incorporated by the team that will be clutter breaking and in keeping with the mindspace of the lady doctor.

360 degree ideas

STRATEGIC PLATFORM

Utilize the key understanding that this lady is accustomed to multitasking but nevertheless must feel the pressure

To leave her with the belief that Lupin is a company that understands and appreciates the level of her commitmment

STRATEGY : CONTD

To build a relationship with the lady on the platform of mutual respect and appreciation

To felicitate her on an ongoing basis To strengthen the bond and build a

lasting rapport To reinforce her belief that Lupin

literally means “Lean on me”

CREATIVE STRATEGY

Use loosely the analogy of “Durga” with 10 hands to highlight the various roles a woman plays in today’s tough world.

The multitasker has to deliver 100% on several levels and the stress factor mercury is constantly rising

CREATIVE STRATEGY CONTD:

Having to perform as wife , mother, daughter , daughter in law runs parallel to her profession.

None can be sideshifted None can have precedence over the

others.

CREATIVE STRATEGY CONTD:

In all of this she herself is getting shortchanged

There is no one to take care of her or her needs

Most times , she is “unfulfilled” Being Indian does not believe that she

has the right to ask for attention

CREATIVE STRATEGY CONTD

There exisits a need gap here wherein Lupin can be positioned more than just another pharma company who is talking pharmacology.

Lupin can be seen as a partner in her struggle to maintain a balance and achieve the optimum

CREATIVE STRATEGY CONTD

Attain and accomplish the optimum for her nuclear family , her extended family , her patients as well as her social committments

CREATIVE PLATFORM

To create a forum , a gathering place , a club of these lady doctors

This will not be a physical space , but a conceptual one

One that will help them network amongst those like her

CREATIVE PLATFORM

A mindspace that will enrich and nourish her needs . For eg: an online network where she can talk of her latest successful case or share opinions and views amongst her peers

CREATIVE PLATFORM

Or an annual get together with her peer group [ladies] from across the country where the entire emphasis will be on their indulgence : literally a reward for the long hard year

A time to call her own and to share experiences

CREATIVE PLATFORM

To make plans for the next year where the sharing can be more than just emotional. But also professional , where Lupin can create an environment where they can speak and be heard

RESEARCH DATA: [re : women]

Evolving role definition within and without the home

All her senses engaged EQ is her life code Leadership based on harmony

RESEARCH DATA

Life no longer only about balancing , but about over filling the glass

She needs facilitation, not delegation Not escape but empowerment High stress ,she needs nurturing to

avoid stress showing through

RESEARCH DATA

She feels “I do so much , I deserve more”

Need to recognize her unique success Sphere of admiration needs widening

CREATIVE RENDITION

Create a club, a round table which they will be a part of

Name this entity in a way that captures the true essence of Lupin’s effort

Design a logo that immediately brings to mind a “sisterhood”

CREATIVE RENDITION

Tactile ideas that will be out of the box and will lock in to the personna of the lady doctor

Make her believe that Lupin is not just a vendor , but can be her facilitator in coping

ALTERNATE NAMES FOR THE CLUB

LA FEMME WOMAN OF SUBSTANCE THE RUBICON GODDESS ALPHA LADY SUPER-WOMAN WOMAN WARRIOR

360 DEGREE IDEAS

Make the club so exclusive that entry will be coveted

Pre hype , pre sell the exclusif angle Drip feed the benefits that will be

made available via the rep visits at least 2 months in advance to intrigue her

360 : contd

Name the club , but also invite her to give her suggestions , so she feels ownership

Run a contest for naming . Winner gets a personal music system[costs as little as 3000 rs these days.]

Winner name to be published in medical journal

360 : contd

PR type write up in all medical publications to whip interest level in the activity . Raise perception of club

This will ensure that the ladies who are finally in the club will feel they have achieved something very worthwhile.

360…

Once the club is named. Unveil the logo with fanfare

Send personal , exclusively designed invites to the unveiling. Even if no one actually comes, you will have generated awareness

Once the logo and card are in place , start sending weekly mini newsletter type booklet

This booklet will contain only lady specific info. For eg : new perfume launch in India. New line of luggage.Or new bank scheme only for ladies.

360..

Most of this info can be available online at no cost

Most of these can be tied up with the various marketing heads of the organizations.For eg: HSBC for bank

Make these booklets so juicy that they will await them eagerly.

360.. They could contain free coupons for spas,

VLCC, Kaya clinic, or even Forest essentials Each booklet , monthly or fortnightly can

be on the lines of a loyalty programme .If you read and write back , there is a free gift or offer

This will ensure better lock in with the lady and her association will be voluntary

360

Ask the most well known amongst them to host a column .Answer q&A from peers

Or have a overseas resource do a q&a column. Must be a lady

Lady guest column: for beauty, clothes, spa, personal products, new cell phone launches, new cars etc.

Once the club is established, conduct an annual or bi annual function in a spa/ resort where they can actually relax. No seminars, no lectures. Just an introductory and farewell Lupin address .

Maybe have skin and hair clinics conducted for free advice by L’Oreal or Lakme etc

Gifts to the ladies must at all times be perceived as “enablers’ to enhance their lives.

For eg: digital diaries.Ipods/mp3 players,women’s watches of a well known brand.

If gifts are for indulgence then it must be entry level diamonds from Tanishq,[start at 3500 rs] kaya facials, luxury handbag etc

CREATIVE COMMUNICATION

The language will be unhurried, calm and elegant

The copy will reiterate Lupin’s understanding of her pressure cooker life and her need for mindspace that allows her own personal growth and indulgence.

CREATIVE COMMUNICATION : CONTD:

The use of colours and design must reflect the elegance of the recepient as well as her profile in age etc

A seal with the logo and the lady’s name can be given to her as a bronze plate to be affixed to her clinic door.” Dr… of the Lupin La Femme Club”

SUMMATION

Sticky eyeballs need constant nurturing .

This can fly if the momentum is maintained and the ladies begin to believe that Lupin understands their needs.

360..