Brand Medicine: The Role of Branding in the Pharmaceutical Industry

Hardcover | August 11, 2001

EditorTom Blackett, Rebecca Robins

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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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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, ...

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.
Format:HardcoverDimensions:336 pages, 9.55 × 6.32 × 1.07 inPublished:August 11, 2001Publisher:Palgrave MacmillanLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0333930983

ISBN - 13:9780333930984

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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