Brand Medicine: The Role of Branding in the Pharmaceutical Industry

Brand Medicine: The Role of Branding in the Pharmaceutical Industry

by T. Blackett
     
 

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ISBN-10: 0333930983

ISBN-13: 9780333930984

Pub. Date: 04/27/2001

Publisher: Palgrave Macmillan UK

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

Overview

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.

Product Details

ISBN-13:
9780333930984
Publisher:
Palgrave Macmillan UK
Publication date:
04/27/2001
Edition description:
2001
Pages:
308
Product dimensions:
5.98(w) x 9.02(h) x 0.04(d)

Table of Contents

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

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