Brand Name:Profarma Industry Type:Health / Pharmaceuticals
Work Required: Advertising, TVC, Product Design, Product Naming, Marketing Strategy, Copy-writing, PR, Social Media Management Slogan: Cure Technology/Healing Philosophy
Profarma is one of the oldest Albanian companies. Founded in 1948 on the premises of Tirana hospital, it was the sole state company for the production of medicaments until the 1990s. With the opening up of Albania during the 1990s, the company suddenly found itself in a new free-market environment and underwent a series of changes in the face of competition from foreign pharmaceutical companies. 2008 was a landmark year for Profarma as it became part of the German group Dermapharm AG. Dermapharm’s goal is to build a new factory for the production of pharmaceuticals that meet all safety and quality assurance standards. The production of a wide range of pharmaceuticals will be entrusted to the care and dedication of professional staff and the most advanced technology. The aim is to reestablish the name of Profarma JSC and reinstate the trust of the consumer.
Vatra was contracted by Profarma JSC to revitalize the corporate image and its brand. The communication strategy and visual language had not been refreshed for a long time and were now tired and out-of-date. Vatra’s challenge was to apply a strategy that focused on the weaker elements of Profarma’s image, and a new conception of all communication voices which would impact brand knowledge and awareness.
Vatra proposed to Profarma’s board a marketing and communication strategy with a strong creative and innovative character. Based on the needs identified in the market and the demands of the customers for certain new products in the market, we had identified a need in the market for everyday over the counter medicines such as Paracetamol so we suggested that Profarma revamp their range of OTC painkillers to boost Profarma’s visisbility. The packaging was given a fresh new look to make Profarma products more attractive and eye-catching on pharmacy shelves. These changes were followed by an active communication campaign including PR, TVCs, and the creation of a concept strategy on social networks. The elements that Vatra applied to enrich the wide range of Profarma products catapulted the company into a new dimension of brand awareness and visibility.
“We express our gratitude to Vatra, for its cooperation and support in the development projects of our company Profarma JSC, focusing on our future. By understanding clearly and adopting our goals they have been part of our staff with their professional creativity and advice. Now, walking in the road that we constructed together, we are certain of the successful promotion of our company. Mrs. Aurela Shota, PR Director at Profarma JSC.