Brand Medicine: The Role of Branding in the Pharmaceutical Industry

ISBN-13: 9781349425884 / Angielski / Miękka / 2001 / 308 str.

T. Blackett; R. Robins

Opis

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.

Spis treści

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

O autorze

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.