Home | Publications | Sales & Marketing place holder
place holder place holder

Sales & Marketing

Winning Pharmaceutical Brand Management

Maximizing brand value through best practice in brand development and product marketing

Publication Date   March 2006
Publisher   Business Insights
Product Type   Strategic Report
Pages   142
ISBN Number   not applicable
Product Code   RBI068
Ask a question about this product?

Price £1,495.00

approximately: $2,961 | €1,900

Summary


Branding is a key issue in the pharmaceutical industry; product managers have evolved into brand managers and are beginning to understand the dynamics of brand equity that lie at the heart of product development and marketing. However, with no established 'best practices' in brand management, those tasked with steering brands around the various hurdles and challenges presented by pharmaceutical markets must use all available learning and experience to help build the leading brands of the future. 'Winning Pharmaceutical Brand Management' compiles the independent views of twelve different pharmaceutical brand experts along with insight and analysis from the report's author. The report is comprised of ten stand-alone articles which reflect a range of personal perspectives on the leading issues surrounding pharmaceutical brand management, both now and in the future. Full profiles of the writers contributing to this report have been detailed, along with contact details where available.

Content


  • Executive Summary
    • Introducing Pharmaceutical Brand Management
    • Brand Development
    • Brand Analysis And Research
    • Marketing Communications
    • Brand Management In Context
  • Chapter 1 Introducing Pharmaceutical Brand Management
    • Summary
    • Introduction
    • Report Outline
    • Profiles Of Contributors
    • John Bamforth, Director - International Marketing, Uro/Ob-Gyn Platform, Eli Lilly And Co.
    • Lynn Benzing, President, Patient Marketing Group
    • Michele Epstein, Associate Vice President, Program Design, Patient Marketing Group
    • David A. Galardi, Senior Vice President, Marketing And Development, Apogenics Healthcare, Inc.
    • Todd Greenwood, Vice President, Technology Solutions, Patient Marketing Group
    • Susan Isenberg, Executive Vice President And General Manager, Health Edelman
    • Robin Koval, President, The Kaplan Thaler Group
    • Darius Naigamwalla, Senior Vice President, Brand Management Practice, Campbell Alliance
    • Carl V. Sailer, Vice President Of Marketing And Business Development, Pdi Performance Sales Teams
    • Charlotte Sibley, Vice President, Global Market Research And Business Analysis, Shire Pharmaceuticals Plc
    • Joan Sinopoli, Marketing Consultant, Patient Marketing Group
    • Richard B. Vanderveer, Ph.D., Group Chief Executive Officer, Gfk U.S. Healthcare Companies
  • Chapter 2 Brand Development
    • Summary
    • Introduction
    • Brand Development: Aligning Brand Management Across The Product Life Cycle
    • Defining Brand Management
    • Brand Management Responsibilities
    • Brand Management Across The Product Life Cycle
    • Global Alignment
    • Current Best Practices In Brand Management
    • The Future Of Brand Management
  • Chapter 3 Brand Analysis And Research
    • Summary
    • Introduction
    • The Contribution Of Marketing Research To Product Branding
    • Background Considerations
    • Pre-Clinical Marketing Research
    • Pre-Launch Marketing Research
    • Post-Launch Research
    • Conclusion
    • Market Analysis And Segmentation For Pharmaceutical Branding
    • Branding Stages
    • A Global Challenge
    • Product Lifecycle Branding
    • The Feedback Cycle
    • Consistent Messages Across Different Audiences
    • Pharmaceutical 'Consumer' Brands
    • Post-Launch Brand Tracking
    • Positioning Versus Messaging
    • Summary
  • Chapter 4 Marketing Communications
    • Summary
    • Introduction
    • Variable Sales Force Structures: Evolving The Pharmaceutical Sales Model To Improve Flexibility And Roi
    • Overview
    • The Current Pharmaceutical Sales Model
    • The Product Life Cycle
    • The New Model: A Variable Sales Force Structure
    • Case Study: Exceeding Performance Goals
    • Using Strategic Partners To Achieve Sales Force Flexibility
    • Individualization Versus Segmentation In Prescription Therapy Adherence Programs
    • Getting To Know Consumers More Intimately
    • Confronting The Myths About Tailoring Versus Segmentation
    • Selecting An Adherence Program Provider
    • Case Study: The Role Of Tailored Communications In Adherence
    • Case Study: The Role Of Tailoring In Adherence
    • Pharmaceutical Branding In The Digital World: Creating An Appropriate Dialogue With Patients
    • The Rise Of The Digital World
    • The Digital Audience
    • The "Trust Barometer"
    • The Empowered Patient
    • Listening To Patients
    • Industry Uptake
    • Digital Communications In Practice
    • The Future Of Branding In The Digital World
    • Getting Your Message Heard In A Noisy World
    • What Is A Bang?
    • Creating A Bang
  • Chapter 5 Brand Management In Context
    • Summary
    • Introduction
    • Cialis: Co-Promoting A Successful Brand In A Competitive Market Space
    • Coordinating Brand Efforts Between Two Companies
    • The Lilly Icos Joint Venture
    • Following Viagra
    • Success To Date
    • Delivering Brand Value Through Improved Reimbursement And Distribution: A New Business Model For Specialty Pharmaceuticals
    • The Reimbursement And Distribution Of Specialty Pharmaceuticals
    • Administrative Codes For Billing
    • Healthcare Provider Decision-Making
    • Leading Specialty Companies
    • Quantifying Cost-Effectiveness
    • Specialty Brands
    • Critical Success Factors
    • The Future Of Specialty Brands
    • Brand Values
    • Portfolio Prioritization: Transition From Pipeline Products To Franchise Brand Building
    • Introduction
    • Therapeutic Franchises
    • Franchise Brands
    • Franchise Development
    • Franchise Management
    • Conclusions
  • List Of Figures
    • Figure 2.1: Brand Management Phases Across The Product Life Cycle
    • Figure 2.2: Comprehensive Commercial Planning Framework
    • Figure 3.3: Expanded Positioning Process
    • Figure 3.4: Two-Track Marketing Research Process
    • Figure 3.5: Sample Mapps Output
    • Figure 3.6: Example Of A Story Map
    • Figure 4.7: Sales Force Costs Continue To Climb
    • Figure 4.8: The Closing Office Door
    • Figure 4.9: Physician Expectations Require Appropriate Rep Activities And Profiles
    • Figure 4.10: Improved Brand Performance After Relaunch
    • Figure 4.11: Edelman Annual Trust Barometer Survey: Credibility Of Spokespersons - 2006
    • Figure 5.12: A Comparison Of Brand Imagery In The Erectile Dysfunction Market
    • Figure 5.13: Bms's Oncology Franchise
    • Figure 5.14: Ortho Women's Health Franchise
    • Figure 5.15: Novartis's Bp Success Zone
    • Figure 5.16: Follow-On Franchise Product Examples 1
    • Figure 5.17: Portfolio Optimization Between And Within Therapeutic Franchises
    • Figure 5.18: Franchise Brand Management
  • List Of Tables
    • Table 4.1: Pmg's Brand Situation Analyzer - To Personalize, Segment, Or Tailor Communications?
    • Table 4.2: Pmg's Brand Situation Analyzer - To Personalize, Segment, Or Tailor Communications? (Continued)
    • Table 4.3: Edelman Annual Trust Barometer Survey: Increase In Credibility Of 'Person Like Yourself' - 2003-2006