Forever Trusted: The Human Side of Eternal Brand Building
Author: Gourvi Kumari
Back when I was a newcomer in the pharma industry, I once accompanied my business manager to meet a senior physician. We had no presentation, no sales pitch, and no discussion about market share of any of our product. Instead, the conversation entirely revolved around the patient’s problems, patient outcomes, what defines reliability, and the doctor’s past experiences. I was surprised to observe why we are not talking about our product? Aren’t we supposed to talk about our new product pipeline and persuade the doctor to prescribe it? As we walked out of the doctor’s chamber, looking at my confused expression that screamed “Is that it. The conversation is over?” my senior said, “Years of Relationship building and as its outcome “trust” is why he chooses us and our products, you will learn! That was the day, I acknowledged that business relationships rooted in trust outlast any strategy built on obvious persuasion.
Over time, I began to understand that action speaks louder than words, especially in an industry where credibility is earned slowly and remembered for a lifetime.
That realization shaped how I view brand building – not merely as a function, but as a responsibility.
In healthcare, trust is not a marketing advantage; it is a moral obligation. Every promise made by a brand ultimately comes down to better patient outcomes, and that is what makes the idea of being “forever trusted” so valuable in this industry.
What “Forever Trusted” Truly Means in Pharma
In healthcare, the concept of trust carries a very different meaning compared to other industries. As I have learned through experience, patients are not the customers in healthcare (except for OTC); for most prescription medicines and medical technologies, doctors and physicians are. They are the decision-makers. Trust is not earned through visibility or repetition only. It is earned through reliability over time. A doctor may encounter dozens of brands in a single day, but the ones they remember and return to, are those that have stood by their promises, respected clinical judgment, and maintained consistency in both quality and communication.
Unlike consumer industries, where brand switching is easy and often impulsive, pharma brands are chosen carefully. A doctor’s prescription carries their professional reputation and their patient’s wellbeing. In that context, the trust becomes an addition of the parameters like past experiences, product performance, scientific facts, testimonials and most importantly the people representing the brand.
I have seen how one misaligned promise can undo years of goodwill, and how steady, responsible engagement can quietly build loyalty that no marketing campaign can buy.
The Human Side of Brand Building
Behind every enduring brand is a network of people – field teams, marketers, trainers, and leaders. Each shaping how that brand is perceived in the minds of the customers. While logos and messaging create recognition, it is human behaviour that creates belief.
Working closely with sales teams has shown me that they are not just brand messengers; they are the face of the brand. Their honesty, personality, preparedness, and consistency often define the brand long before any marketing material does.
I remember while recently planning medical education programs and professional interactions, we discussed that success of these campaigns would not be measured by only the number of attendees, but by the quality of conversation.
When conversations were rooted in clinical relevance rather than promotion, trust followed naturally. These experiences reaffirmed a fundamental truth for me: in pharma, relationships are built not through persuasion, but through mutual respect.
Learnings from the Ground: Experience That Shaped My Perspective
After I understood the value of trust and relationships in pharma brand building, one of the most defining learnings in my journey has been this: No matter how good the marketing is, if your product is bad, no strategy can help it rise. However, on the contrary, when a product is truly good, marketing instead of a strategy, becomes instinct.
Managing brands in real-world conditions like tight timelines, evolving markets, limited resources, and multiple stakeholders, makes this reality very clear.
Also, there are moments when exaggeration seems to be a tempting choice and shortcuts like doing what the competitor is doing appear efficient. But I learned that every shortcut taken in communication eventually surfaces as a credibility gap. By choosing clarity over hype and meaning over extravagant display, we build confidence internally and externally. It might be a slow process but it’s sustainable.
Brands are built through shared understanding of what it stands for and what it can’t compromise with. When teams understand the why, the how becomes easy.
The Moral Weight of Brand Decisions
Perhaps the most profound learning in my career has been understanding the real impact of our work beyond metrics and markets. In my experience, I have seen and felt deeply how the products and we, as members of the pharma fraternity, affect the end user – the patient. I have witnessed how the right product can transform lives, and how even a single mistake can put a life at stake.
This reality brings an unavoidable truth to the forefront: in pharma and medical technology, errors are not just professional failures, they can have fatal consequences. That is why brand building in healthcare is not merely a job. It is a moral responsibility.
Ethical standards in marketing are not optional guidelines; they are fundamental obligations.
Why Eternal Brands Are Built Slowly
In an age driven by instant results and short-term metrics, patience has become a rare virtue. Yet, every truly enduring pharma brand I have observed has been built slowly through disciplined communication, top-notch quality, and long-term relationships at different levels.
Short-term wins may improve numbers, but they rarely build belief. Trust compounds when actions consistently align with intent. It is built when teams resist the urge to overpromise and instead focus on being dependable.
As I have learned, eternal brands build quietly, ethically guided by values, and thoughtfully towards a purpose that extends beyond achieving quarterly goals.
A Message to Young Brand Builders
To young professionals entering pharma marketing, I often share this thought: focus on learning before leading, and integrity before influence. Exposure, internships, and time in the field teach lessons that titles and compensation cannot.
Brand building is not about creating noise; it is about creating meaning. When professionals respect the intelligence of doctors, value collaboration, and remain ethically grounded, growth follows naturally.
Closing: Trust as a Legacy
As we mark a decade of World Pharma Brand Managers Day, trust stands taller than any strategy or trend in marketing today.
Eternal brands are remembered not for how loudly or persuasively they spoke, but for how responsibly they acted. When brands choose humanity over hype, consistency over convenience, and purpose over pressure, they earn something invaluable that transcends over the boundaries of campaigns, quarters, and competition.
It’s the right to be trusted, today and forever.
Author: Gourvi Kumari