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|Teva Announces New Brand Positioning and Visual Identity in North America|
Teva Pharmaceutical is announcing a new brand positioning and visual identity in North America. The new brand will continue to roll out globally throughout 2018, with a focus on the most impactful brand touch points, including product packaging, a new logo and digital resources.
Teva's new logo
FRAZER, PA. (PRWEB) FEBRUARY 21, 2018
The new brand will roll out globally throughout 2018, focusing on the most impactful brand touch points
Teva Pharmaceutical Industries Ltd. (NYSE and TASE: TEVA) today announced the rollout in North America of its new brand positioning and visual identity, including a new logo, as part of a global brand rollout.
The new brand positioning—Teva is committed to providing innovative and high-quality medicines to enable people around the world to live better days—is designed to incorporate the vision of the restructured company with Teva’s untold story on how it impacts the lives of millions of people every day globally. It is also intended to align Teva with the evolving needs and expectations of the people the company serves—from patients to caregivers to healthcare professionals, as well as employees and other key stakeholders—and to build an identity that unifies its businesses around the world after decades of acquisitions.
Teva is rolling out the new brand in the U.S. and Canada this month, following successful rollouts in France, Russia and Argentina over the past year. Launches in additional markets are planned throughout 2018. Brendan P. O’Grady, Teva EVP and head of North America Commercial, said: “The new brand is integral following the restructuring plan we are executing to facilitate our transition to a simpler, leaner and more agile organization, making our mission to bring valuable medicines to patients easier to execute. Following the embedding of the brand within our people, we will continue to evolve to ensure a consistent experience across our diverse portfolio.”
Rather than taking a top-down approach, Teva opted to drive the global rollout of the new brand from the bottom up, using a hyperlocal implementation plan. Specifically, to build local relevance into a global framework, Teva is leveraging country-specific insights to evolve its value proposition and to reflect the nuances of each market, including its business model and portfolio; the local healthcare system; and the specific needs of that market’s patients, caregivers, and healthcare professionals.
“Launching a new brand on the heels of a restructuring isn’t necessarily intuitive,” O’Grady said. “For us, it provided an opportunity to evaluate how to best meet the current and evolving expectations of patients and healthcare professionals while we also were looking at ways to reduce our internal complexity and unify our organization. The new brand helped us galvanize internally around a new Teva and emerged as a vehicle for simplification and unification.”
Iris Beck-Codner, Teva’s Executive Vice President for Global Brand and Corporate Communications, added: “Our focus is on redesigning the most impactful touch points that people have with our company based on consumer and patient insights—namely, our product packaging, promotional materials for healthcare professionals and consumers, and digital resources—to evolve our proposition, as well as ensure that every touch point differentiates and reinforces the new Teva.”
The new logo is intended to convey Teva as approachable, accessible and modern—a company that listens and delivers high-quality products and treatments—while improving legibility and recognition. The new logo is designed to combine the company’s scientific rigor with an accessible and open personality. Teva selected a new shade of green for its visual identity, opting for one that conveyed warmth, approachability and action.
The new global brand positioning was developed using insights gained from speaking to over 13,500 patients, 9,300 caregivers and 1,000 healthcare professionals from 20 countries between 2015 and 2017, all with a goal of understanding how health and illness are impacting people’s lives. Teva already is capitalizing on several of these insights to inform new packaging design, content for its digital resources and educational initiatives in specific countries.
As an example, Teva found that 63 percent of people globally want advice about how to take better control over their health; they want emotional and functional support, convenience, and access to trusted and understandable information. The company also learned that 47 percent of people surveyed were caring for someone with a health condition, a large population of caregivers that remains under the radar of the healthcare industry.
“As part of the activation of the new brand in each market, we are evolving our offering based on what we heard from real people and through primary and comprehensive research. This provides rich insights into how people approach their health journey, as well as their needs, frustrations and expectations, enabling us to build a true global brand with local relevance in which the patient is at the heart of what we do,” Beck-Codner said.
In the U.S., Teva is partnering with patients to explore how living with a chronic condition affects every part of an individual’s life. Later this year the company will launch a digital portal offering content and resources to patients and their loved ones—enabling them to take greater control of their health.
New product promotional materials for HCPs and patients are starting this month, while new packaging is expected to roll out in Q2. Teva already has transformed its U.S. website, tevausa.com, and corporate global website, tevapharm.com, to reflect its new brand identity.
In Canada, Teva’s research highlighted the strong needs around information and support for the more than 8 million Canadians who provide informal care to a family member or friend. In response to this need, Teva is working with a local partner to train pharmacists to better respond to the needs of caregivers, as well as connecting caregivers to one another for guidance and emotional support.
“Of course this is a process, and we will continue to evolve the Teva brand in these and other markets,” Beck-Codner said. “Recognizing our financial situation, we are managing each launch in a way that makes the best use of existing resources and plans, with minimal additional financial investment.”
Source: Teva Pharmaceutical Industries Ltd.
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