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Brand Medicine: The Role of Branding in the Pharmaceutical Industry

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Overview

As governments seek to mitigate the cost of state-subsidized 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 behavior, 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.

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Product Details

  • ISBN-13: 9780333930984
  • Publisher: Palgrave Schol, Print UK
  • Publication date: 8/11/2001
  • Edition description: REV
  • Pages: 336
  • Product dimensions: 6.32 (w) x 9.55 (h) x 1.07 (d)

Meet the Author

Tom Blackett is Group Deputy Chairman of Interbrand. He is the author of, Trademarks and the co-author of, Co-Branding, both published by Palgrave.

Rebecca Robins is a Senior Consultant of Interbrand Healthcare in New York. Prior to joining the New York office, she worked in the London office of Interbrand for four years.

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Table of Contents

The Pharmaceutical Industry: Science Meets Business
• "Branding" and its Potential Within the Pharmaceutical Industry—Tom Blackett
• The Valuation of Pharmaceutical Brands—Nick Liddell
Rx to OTC Switching
• The Rx to OTC "Switch"-Creating the Climate for Change—Gary Lyon
• Successful Switch Stragegies—Hugh Ferrier
The Rise of Patient Power
• Direct to Consumer Branding—The US Perspective—Anne Devereux
• Direct to Consumer Branding-Europe and Asia—Rob Benson
• The Role of Advertising in Branding Pharmaceuticals—Mike Paling
• Public Relations and its Role in Pharmaceutical Brand Building—David Catlett
Brand Development
• Clinical Development and Branding—Stuart Cooper
• Pharmaceutical Brand Name Development—Rebecca Robins
• Brand Packaging Design—Jeremy Scholfield & Julian Thomas
• Packaging for the Elderly *Trade Mark and Regulatory Issues
• Regulatory Issues and Generic Names—Alison Azulay
• How to Achieve Global Trade Mark Protection—Alison Azulay
• The Government View—Richard Marsh & Gareth Thomas
The Expanding Health Care Market
• Nutraceuticals—Hugh Ehnreich
• Complimentary and Alternative Medicines—Patricia Tan
Conclusion
• The Future of Branding in the Pharmaceutical Industry—Tom Harrison

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