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.
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
Author Biographies:
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.
308 pages
