![]() Warm-colored pills appear stimulating, cool-colored capsules imply sedation. Though not extensive, research suggests patients are more inclined to take a drug when its color symbolizes the type of effect they're hoping to get. Studies have shown color can bring forth strong, wide-ranging reactions from consumers. ![]() Lilly's not alone in its rationale, as drugmakers make most commercialization decisions based on what they think will resonate with patients and physicians. While consideration is given to other brands in the therapeutic area, ultimately we made our branding decisions based on customer insights." "The right combination of brand elements can evoke emotion from customers while helping to differentiate from other brands in the disease state and drug class. "We consider many variables when determining the color palette and logo," the company added. "As a company, we typically select a brand’s colors palette and logo years before launch, based on deep customer insights," Lilly, which makes one of those drugs, Emgality (galcanezumab), wrote in an email to BioPharma Dive. The lettering used for each of their logos employ soothing cool tones of blue and purple, outfitted too with a multi-colored symbol of sorts. More recently, three similar migraine prevention treatments came to market within the span of a few months. "Then their competitor that came out afterwards took advantage of that and said: we don't want to be calm, we're about virility and so we want to be the anti-blue pill." "Blue also connotes sort of a feeling of calm," Ryan said. Lilly declined request for comment about Cialis branding. With Viagra, Pfizer's adoption of blue pushed other erectile dysfunction brands to use a different color, such as the orange branding seen with Eli Lilly's Cialis (tadalafil). "So you do want to be mindful of what else has already been taken in that therapeutic category." "If you have a big competitor in your category that is the orange brand, you're not going to go out and have orange be your primary color," Dave Traini, creative director at healthcare advertising agency Sentrix Health, said in an interview with BioPharma Dive. "They literally said they didn't want to take away any of the degrees of freedom from the ultimate brand team that would be responsible for those things." ![]() "One of the stated reasons why they stuck with white was that it wasn't their job to commercialize this drug, it wasn't their job to decide how to position it," she told BioPharma Dive. The agency researched patient and pharmacist preferences, potential storage and handling issues, and regulatory and manufacturing requirements before offering a color recommendation, but the client ended up keeping to white. In one instance, Ryan noted a client with a clinical asset who was looking into color options. Jeanne Ryan, principal at life sciences advertising firm ZS, said this has been especially true when the point-person for a new drug isn't in a commercialization role. For many pharma marketers, it's a preeminent example of color building a brand.ĪstraZeneca's stomach medications Nexium (esomeprazole magnesium) and Prilosec (omeprazole magnesium) are also widely recognizable by their purple shades.ĭespite how lucrative these drugs became, some marketers have found that color doesn't come up in many client conversations, but some are trying to change that. Pfizer's Viagra (sildenafil citrate), first approved in 1998 for erectile dysfunction, quickly achieved blockbuster status and held onto it through 2017. The most famous blue pill isn't found on the big screen, but rather at local pharmacies. Those success stories have in turn nudged manufacturers and marketers to consider how color, whether in a logo, a campaign, or the drug itself, may best serve a patient's needs and elicit the emotions brand developers want to connect to the product. ![]() The industry has seen that color can help propel a tiny pill into a billion-dollar franchise. ![]()
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