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Branding

Pharmaceutical Branding Strategies

Thought leader perspectives on brand building, effective communication and future brand models

Publication Date   January 2006
Publisher   Business Insights
Product Type   Report
Pages   163
ISBN Number   not applicable
Product Code   RBI059
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Price £1,495.00

approximately: $2,640 | €1,896

Summary


Pharmaceutical branding describes the process whereby companies attempt to transform an active chemical compound into a recognizable package of associated brand values; these values, such as effectiveness, safety, trust and other more emotional associations, have become increasingly important levers through which pharmaceutical marketers can look to achieve greater market share and loyalty in an evermore competitive market space. Pharmaceutical branding efforts impact on a range of related strategies, including brand name development, Rx-to-OTC switching, DTC marketing, PR and corporate communications. Rather than present a generalized summary of current perspectives in pharmaceutical branding strategies, this report brings together the different views found from across the industry, presented directly from the experiences of leading experts in the field. The report contains the views of ten experts drawn from across different sectors of the branding arena, including industry product and marketing managers, advertising agency executives and management consultants. In an attempt to shed light on the future direction of this dynamic topic, Pharmaceutical Branding Strategies provides a unique window into the perspectives and experiences of those leaders at the forefront of shaping that future.

Content


  • Executive Summary
    • Introducing Pharmaceutical Branding Strategies
    • Building Pharmaceutical Brands
    • Communicating Pharmaceutical Brands
    • Alternative Brand Models
    • The Future Of Pharmaceutical Branding
  • Chapter 1 Introducing Pharmaceutical
    • Branding Strategies
    • Summary
    • Introduction
    • Report Outline
    • Introducing Pharmaceutical Branding Strategies
    • Building Pharmaceutical Brands
    • Communicating Pharmaceutical Brands
    • Alternative Brand Models
    • The Future Of Pharmaceutical Branding
    • Profiles Of Contributors
    • Joe Carofano, General Manager, Cca Advertising
    • Jeff Daniels, Strategic Branding Consultant
    • Karen Friedman, Karen Friedman Enterprises
    • David Griffith, President, Sparkiting Solutions Llc
    • Max Jackson, President, Publicis Healthcare Group International Division
    • E.M. Kolassa, Managing Partner, Medical Marketing Economics Llc
    • Rebecca Robins, Global Marketing Director, Interbrand Wood Healthcare
    • David L. Stern, Executive Vice President, Metabolic Endocrinology, Serono
    • Inc
    • David Wood, Ceo, Interbrand Wood Healthcare
    • Lydia Worthington, Vice President, Managing Director Of Healthcare,
    • Buzzmetrics
    • Pharmaceutical Brands: State Of The Pharmaceutical Brandscape
    • The Importance Of Pharmaceutical Brands
    • Brand Versus Message
    • Global Versus Local
    • Current Trends In Pharmaceutical Branding
    • Direct-To-Consumer Advertising
    • The Future Of Pharmaceutical Brands
    • Successful Pharmaceutical Branding
  • Chapter 2 Building Pharmaceutical Brands
    • Summary
    • Introduction
    • Understanding The Nature Of Pharmaceutical Markets: Building Brands
    • Through Evidence-Based Marketing
    • Why Pharmaceutical Markets Are Different
    • Response To Medical Need
    • Learned Intermediary
    • Guidelines And Protocols
    • Experience Goods
    • Negative Goods
    • Fixed Product Features
    • Restricted Pharmaceutical Marketing
    • Evidence-Based Marketing
    • Conclusion
    • Building Global Brands: A New Challenge For The Pharmaceutical Industry
    • The Importance Of Global Branding
    • The Value Of Global Brands To Key Stakeholders
    • Pharmaceutical Global Branding To Date
    • Key Challenges Of Global Branding
    • Delivering Global Brands
    • Corporate Branding
    • Launch Phase Coordination
    • Communicating To Different Audiences
    • Current Best Practices
    • A Cautionary Tale
    • The Future Of Global Brands
    • Brand Matters: The Lingua Franca Of Pharmaceutical Brand Names
    • Introduction
    • The Value Of A Good Name
    • An Art And A Science
    • A Global Currency: Namer Beware!
    • Summary
  • Chapter 3 Communicating Pharmaceutical Brands
    • Summary
    • Introduction
    • Pharmaceutical Public Relations: The Impact Of Corporate
    • Communications On Brands
    • The Importance Of Effective Pr
    • Impact Of Media Communications On Pharma Brands
    • Best Practice Communication
    • Media Messages
    • Maintaining Credibility In A Crisis
    • Crisis Management
    • Improving Pr Efforts
    • Word Of Mouth: The New Frontier For Patient Insights And Communication
    • Word Of Mouth: An Influential Force In Patients' Lives
    • The Internet Becomes A Major Catalyst Of Patient Word Of Mouth
    • Pharma Companies Tap Into Online Word Of Mouth
    • Word Of Mouth Strategy: Five Guiding Principles For Pharma Marketers
    • Into The Future: Word Of Mouth An Untapped Opportunity
    • Crisis Buzz: Tracking Reactions To Drug Trials Gone Bad
  • Chapter 4 Alternative Brand Models
    • Summary
    • Introduction
    • Promise-Centric Versus Product-Centric Branding: Creating A Meaningful
    • Pharmaceutical Brand
    • The State Of Pharmaceutical Branding
    • A Promise Is Central To Successful Brands
    • Integrating Communication Around The Promise
    • Identifying The Product-Centric Approach
    • A Review Of Pharmaceutical Products
    • Promise-Centric Branding And Relational Buyer Behavior
    • Planning Brand Communication With The Relational Buyer Behavior Model
    • Brand Communication Pitfalls
    • Focusing The Brand For Success
    • Brand Dynamics: Coordinating Brand Efforts Across Different Touchpoints,
    • Geographies And Lifecycle Stages
    • Managing Brand Dynamics
    • Defining Core Brand Dynamics
    • Combining A Brand's Core Function And Core User Need To Define Its Core
    • Utility
    • The Core Evaluative Dynamic
    • Determination Of The Core Brand Value
    • Facilitating Common Understanding Across Brand Marketing Teams
    • A Coordinated Brand Model
    • Final Point: Lifecycle Branding
    • Corporate Branding: Building Franchises Of Product Brands
    • Destroying Product Brands
    • Corporate Branding
    • Corporate Brands
    • Franchise Brands
    • Line Extensions
    • Corporate Versus Product Branding
    • The Future Of Branding
  • Chapter 5 The Future Of Pharmaceutical Branding
    • Summary
    • Introduction
    • A Shift In The Branding Model: Building Sustainable Brand Equity In A
    • Commoditized Market
    • Brand Evolution
    • Brand Revolution
    • A New Model Of Information Sharing
    • An Image Crisis
    • Brand Conversion
    • Creating A Sustainable Halo Effect
    • Intellectual Meets Emotional
    • Brand Values
    • The Future Of Branding: The New Healthcare Model
    • Critical Success Factors: Building And Communicating Winning Brands
    • Building Pharmaceutical Brands
    • Communicating Pharmaceutical Brands
    • Alternative Brand Models
  • List Of Figures
    • Figure 2.1: Examples Of Viagra's 'Blue Pill' Branding (Left) And The Use Of The Color Purple By Prilosec And Nexium (Right)
    • Figure 2.2: The Aa Encoding In The Angiotension Antagonist Brands Hyzaar And Cozaar
    • Figure 2.3: Zavesca - Combining Brand Name, Supporting Nomenclature, Messaging And Brand Graphics
    • Figure 3.4: Examples Of Gsk's Corporate Campaign In UK, Centered Around 'Science With A Conscience'
    • Figure 3.5: Zocor Sentiment Before And During Test Result Announcement
    • Figure 4.6: Promise-Centric Versus Product-Centric Branding
    • Figure 4.7: Promise-Centric And Relational Buyer Behavior
    • Figure 4.8: Brand Utility (Conjoined Expression Of Function And Need) Is Determined By The Actual Core Function Of The Brand And The Core User Need It Satisfies
    • Figure 4.9: Rational Brand Dynamic (Core Function), Emotional Brand Dynamic (Core User Need) And Evaluative Brand Dynamic (Core Evaluator) Combine To Define The Evaluated Utility (Or Core Brand Value)
    • Figure 4.10: Brand Analysis Model - Facilitates The Audit Of All Rational And Emotional Dynamics Of
    • A Given Brand, And Distillation Of These To Extract A Meaningful And Enduring Promotional Platform
    • Figure 4.11: The Highly Complex, Time Consuming And Costly Stages Between The Initial Idea For A New Product And It Actually Being Available In The Pharmacy
    • Figure 4.12: Examples Of Brand Switching Strategies: Prilosec To Nexium (2000-05) And Prozac To Cymbalta (2003-05)
    • Figure 4.13: Example Of Franchise Branding: Novartis' "Bp Success Zone" Website
    • Figure 5.14: Examples Of Bms' Campaign With Lance Armstrong (Left) And Gsk's Commitment To Corporate Responsibility And Access To Essential Medicines (Right)
    • Figure 5.15: Examples Of Amgen's Commitment To Human Science (Left) And J&j's Legacy As A Trusted Consumer Brand (Right)
  • List Of Tables
    • Table 2.1: Pharmaceutical Brand Names Beginning With Z, October 2005
    • Table 3.2: Percentage Of Messages Mentioning Statin Brands
    • Table 4.3: Review Of Pharmaceutical Brand Promises (1)
    • Table 4.4: Review Of Pharmaceutical Brand Promises (2)
    • Table 4.5: Review Of Pharmaceutical Brand Promises (3)
    • Table 4.6: Review Of Pharmaceutical Brand Promises (4)