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Branding

Brand Medicine

The Role of Branding in the Pharmaceutical Industry

Publication Date   April 2001
Publisher   Palgrave Macmillan
Product Type   Book
Pages   336
ISBN Number   0333930983
Product Code   PAL003
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Price £35.00

approximately: $62 | €44

Summary


As governments seek to mitigate the cost of state-subsidised healthcare, branding in the pharmaceutical industry has become a critical issue. Drugs companies must change their methods of communication and distribution - focusing more on their direct relationship with the consumer. This requires fundamental changes in consumer behaviour, access to information, freedom of choice and value for money. Brands and brand values will play a leading role in this process, as has been seen with products such as Prozac and Viagra. This book by Interbrand Newell and Sorrell, the world's leading branding consultancy, provides cutting edge thinking on this area and lessons for anyone involved in brand development and management.

Content


Introduction

The Development of Branding as a Key Business Strategy

Clinical Development and Branding

Pharmaceutical Brand Name Development

Brand Packaging Design

Packaging for the Elderly

The Role of Advertising in Branding Pharmaceuticals

Direct to Consumer Branding: The US Perspective

Direct to Consumer Branding: Europe and Asia

Public Relations and its Role in Pharmaceutical Brand Building

The Rx to OTC Switch: Creating the Climate for Change

Successful 'Switch' Strategies

Trade Mark Legal Issues

Regulatory Issues

The Government View

The Valuation of Pharmaceutical Brands

Nutraceuticals

The Future of Branding in the Pharmaceutical Industry