Brand Medicine: The Role Of Branding In The Pharmaceutical Industry Role Of Branding In The Pharmaceutical Industry

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. Cover......Page 1 Contents......Page 6 List of figures......Page 13 List of tables......Page 15 List of plates......Page 16 Acknowledgements......Page 18 Notes on contributors......Page 20 List of abbreviations......Page 27 Introduction......Page 30 Part I The Pharmaceutical Industry: Science meets Business......Page 36 A short history of brands......Page 38 Brands as business assets......Page 39 Branding in the pharmaceutical industry......Page 41 Why branding is important......Page 43 Building brand values......Page 45 Building brand strategy......Page 48 Patient power......Page 51 Conclusions......Page 54 References and further reading......Page 55 Relevance of brand valuation to the pharmaceutical industry......Page 56 Interbrand's brand valuation methodology......Page 58 Segment analysis......Page 59 Financial analysis......Page 60 Role of branding index......Page 61 Assessing brand strength......Page 66 Calculating brand value......Page 69 Conclusion......Page 70 References......Page 73 Part II Rx to OTC Switching......Page 74 10 years ago.........Page 76 Market overview......Page 77 Successful Rx to OTC switch strategies......Page 79 Key players' strategies......Page 80 Outlook for OTC brands......Page 81 Direct-to-consumer (DTC) promotion......Page 84 Home-based healthcare......Page 85 Continued industry consolidation......Page 86 Conclusions......Page 87 Acknowledgements......Page 88 Brands are returning to their roots......Page 89 The role of product in the brand mix......Page 90 The problem of sameness of indications for OTC brand positioning......Page 91 The problem of parity of product performance for OTC brand differentiation......Page 92 Finding new product indications to gain a competitive edge......Page 94 Product innovation and brand building through Rx to OTC switching......Page 95 The importance of having a real consumer benefit......Page 96 The value of a well-known name......Page 97 The low salience of Rx brand names outside North America......Page 98 Some factors in brand name choice......Page 99 The pivotal role of the pharmacist......Page 100 Advertising: a vital tool in building an OTC brand......Page 102 Key factors in the switch of Voltaren Emulgel/Schmerzgel......Page 103 Planning the core components for a successful brand: principal research stages......Page 104 Gaining consumer insights......Page 105 Understanding the competitive communications context......Page 106 The breakthrough – a unique and relevant selling proposition......Page 109 Part III The Rise of Patient Power......Page 112 5 Direct-to-consumer branding – the US perspective......Page 114 The growth of managed care......Page 115 An increasingly holistic view of health and the emergence of herbal remedies......Page 116 The growth of direct marketing and targeted marketing......Page 117 The AIDS epidemic......Page 118 Mass advertising......Page 119 Non-traditional patient communication......Page 120 Possible applications to Europe/global......Page 122 References......Page 123 6 Direct-to-consumer branding – Europe and Asia......Page 124 The globalizing world of pharmaceuticals......Page 125 DTC – reaching the wider horizon......Page 127 Case example – Novartis......Page 131 Case example – Pharmacia & Upjohn......Page 133 DTC – US/European convergence......Page 135 DTC – the future horizon......Page 139 References......Page 141 Introduction......Page 142 The pharmaceutical marketing environment......Page 143 Is there a role for brand advertising in prescription pharmaceuticals?......Page 145 Perception is reality......Page 147 Can a medical representative create a brand?......Page 148 Case example – Zofran......Page 150 The value of advertising research in understanding and creating brands......Page 152 Case example – Zestril and Carace......Page 153 From Atlanta to Zurich, from Adelaide to Zagreb – a different approach?......Page 154 Viagra, the world's best-known drug......Page 155 Some brands are going global......Page 156 Reference......Page 158 8 Public relations and its role in pharmaceutical brand building......Page 159 What is public relations – really?......Page 160 Public relations as brand builder......Page 161 Public relations in a regulatory environment......Page 163 The cascading effect of key influencers......Page 164 Public relations as a DTC tool......Page 165 The question of celebrity spokespersons......Page 167 History and future......Page 168 Reference......Page 169 Part IV Brand Development......Page 170 Healthcare environment and trends......Page 172 Role of global branding......Page 173 Pharmaceutical branding – the talk......Page 174 Developing brand values and vocabulary – the walk......Page 176 Conclusion......Page 178 Reference......Page 179 Importance of a name......Page 180 The language barrier......Page 181 The legal labyrinth......Page 182 Creation of a brand name......Page 183 The role of research in name development......Page 185 The dotcom dilemma......Page 188 Conclusion......Page 189 The changing pharmacy environment......Page 192 Brand personality......Page 193 Standing out from the crowd......Page 196 The pack as source of information......Page 197 Summary and conclusions......Page 199 12 Packaging for the elderly......Page 201 Packaging of medicinal products......Page 203 Physiological difficulties of the elderly relating to packaging......Page 204 Ergonomic difficulties of the elderly......Page 209 Childproof versus elderly-resistant containers......Page 211 Government guidelines......Page 212 Packaging features favoured by older consumers......Page 217 Innovations......Page 220 Conclusions......Page 223 Part V Trade Mark and Regulatory Issues......Page 224 European Union......Page 226 USA......Page 231 Latin America......Page 233 Multiple trade marks......Page 234 Generic names......Page 235 Notes......Page 239 Trade mark creation guidelines – a legal perspective......Page 240 Trade mark assignment......Page 242 Trade mark filings......Page 243 Classification of trade marks......Page 244 The compound/project – a checklist......Page 245 Trade mark searching and filing......Page 246 Summary of searching strategy......Page 250 Publication......Page 260 Non-use of the trade mark......Page 261 Trade mark notices......Page 262 Notes......Page 263 Appendix A......Page 264 Appendix B......Page 266 15 The government view......Page 268 The government's approach towards pharmaceuticals......Page 271 Policy at EU level......Page 274 Restatement of fundamentals of US healthcare model......Page 277 Managed care......Page 278 Key developments (parallel trade risk)......Page 279 DTC advertising......Page 280 Notes......Page 281 Part VI The Expanding Healthcare Market......Page 282 Defining the nutraceuticals environment......Page 284 Medical opportunities – prevention versus treatment......Page 286 Medical opportunities – choosing the right condition......Page 288 Lifestyle opportunities – 'social drugs'......Page 289 Exploiting the opportunity – the key success factors......Page 290 Nutraceuticals – combining the pharma and food skill-set......Page 291 Clinical discipline – better support for health claims......Page 292 Holistic consumer marketing – focusing on consumer occasions......Page 294 Exploiting the opportunity – three strategies......Page 296 Novartis' Aviva Life Foods – replacing parts of the daily routine......Page 298 Red Bull energy drinks – targeting lifestyle occasions......Page 300 Conclusions – focus on complementary functionality......Page 301 17 Complementary and alternative medicines......Page 303 Alternative medicine in the marketplace......Page 304 Range of alternative medicines......Page 305 Mainstreaming the alternative......Page 306 Back to the future: innovation versus tradition......Page 308 The healing arts versus the hard science of medicine......Page 310 Natural versus new......Page 311 Channels: Rx, doctors or myself......Page 313 Word of mouth and recommendations......Page 317 Popular culture......Page 318 Opportunities for branding in alternative medicine......Page 319 Conclusion......Page 322 Notes......Page 323 Part VII Conclusion......Page 326 18 The future of branding in the pharmaceutical industry......Page 328 Appendix......Page 332 B......Page 335 O......Page 336 T......Page 337 Branding And Its Potential Within The Pharmaceutical Industry / Tom Blackett -- The Valuation Of Pharmaceutical Brands / Nick Liddell -- The Rx To Otc Switch -- Creating The Climate For Change / Gary Lyon -- Successful Switch Strategies / Hugh Ferrier -- 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 / Michael Paling -- Public Relations And Its Role In Pharmaceutical Brand Building / David Catlett -- Clinical Development And Branding / Stuart Cooper -- Pharmaceutical Brand Name Development / Rebecca Robins -- Brand Packaging Design / Jeremy Scholfield And Julian Thomas -- Packaging For The Elderly / Herbert M. Meyers -- Regulatory Issues And Generic Names ; How To Achieve Global Trade Mark Protection / Alison Azulay -- The Government View / Richard Marsh And Gareth Evans -- Nutraceuticals / Hugo Ehrnreich -- Complementary And Alternative Medicines / Particia Tan -- The Future Of Branding In The Pharmaceutical Industry / Tom Harrison. Edited By Tom Blackett And Rebecca Robins. Interbrand Includes Bibliographical References And Index. 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. 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 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 provides thinking on branding for the pharmaceutical industry and lessons for anyone involved in brand development and management