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. Front Matter....Pages i-xxvii Introduction....Pages 1-5 Front Matter....Pages 7-7 Branding and its potential within the pharmaceutical industry....Pages 9-26 The valuation of pharmaceutical brands....Pages 27-44 Front Matter....Pages 45-45 The Rx to OTC switch — creating the climate for change....Pages 47-59 Successful switch strategies....Pages 60-81 Front Matter....Pages 83-83 Direct-to-consumer branding — the US perspective....Pages 85-94 Direct-to-consumer branding — Europe and Asia....Pages 95-112 The role of advertising in branding pharmaceuticals....Pages 113-129 Public relations and its role in pharmaceutical brand building....Pages 130-140 Front Matter....Pages 141-141 Clinical development and branding....Pages 143-150 Pharmaceutical brand name development....Pages 151-162 Brand packaging design....Pages 163-171 Packaging for the elderly....Pages 172-194 Front Matter....Pages 195-195 Regulatory issues and generic names....Pages 197-210 How to achieve global trade mark protection....Pages 211-238 The government view....Pages 239-252 Front Matter....Pages 253-253 Nutraceuticals....Pages 255-273 Complementary and alternative medicines....Pages 274-295 Front Matter....Pages 297-297 The future of branding in the pharmaceutical industry....Pages 299-302 Back Matter....Pages 303-308 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 The word brand comes from the Old Norse brandr, meaning 'to burn', and it was by this means that early man stamped ownership on his livestock.