Brand Medicine

The Role of Branding in the Pharmaceutical Industry

By: T. Blackett (Editor), R. Robins (Editor)

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Hardcover | 27 April 2001 | Edition Number 1

At a Glance

Hardcover
340 Pages

Dimensions(cm)
22.86 x 15.24 x 2.06

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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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You Can Find This Book In

Non-Fiction Self-Help, Personal Development & Practical Advice Consumer Advice Medicine Other Branches of Medicine Pharmacology Industry & Industrial Studies Manufacturing Industries Pharmaceutical Industries Medicine in General Economics Microeconomics

Domestic Trade Business & Management Management & Management Techniques Sales & Marketing Market Research Sales & Marketing Advertising Business Strategy

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Paperback

Published: 27th April 2001

View Product

The Pharmaceutical Industry: Science Meets Business
"Branding" and its Potential Within the Pharmaceutical Industry
The Valuation of Pharmaceutical Brands
Rx to OTC Switching
The Rx to OTC "Switch"-Creating the Climate for Change
Successful Switch Stragegies
The Rise of Patient Power
Direct to Consumer Branding
Direct to Consumer Branding-Europe and Asia
The Role of Advertising in Branding Pharmaceuticals
Public Relations and its Role in Pharmaceutical Brand Building
Brand Development
Clinical Development and Branding
Pharmaceutical Brand Name Development
Brand Packaging Design
Packaging for the Elderly
Trade Mark and Regulatory Issues
Regulatory Issues and Generic Names
How to Achieve Global Trade Mark Protection
The Government View
The Expanding Health Care Market
Nutraceuticals
Complimentary and Alternative Medicines
Conclusion
The Future of Branding in the Pharmaceutical Industry
The Pharmaceutical Industry: Science Meets Business
"Branding" and its Potential Within the Pharmaceutical Industry
The Valuation of Pharmaceutical Brands
Rx to OTC Switching
The Rx to OTC "Switch"-Creating the Climate for Change
Successful Switch Stragegies
The Rise of Patient Power
Direct to Consumer Branding
Direct to Consumer Branding-Europe and Asia
The Role of Advertising in Branding Pharmaceuticals
Public Relations and its Role in Pharmaceutical Brand Building
Brand Development
Clinical Development and Branding
Pharmaceutical Brand Name Development
Brand Packaging Design
Packaging for the Elderly
Trade Mark and Regulatory Issues
Regulatory Issues and Generic Names
How to Achieve Global Trade Mark Protection
The Government View
The Expanding Health Care Market
Nutraceuticals
Complimentary and Alternative Medicines
Conclusion
The Future of Branding in the Pharmaceutical Industry
Table of Contents provided by Publisher. All Rights Reserved.

Brand Medicine

The Role of Branding in the Pharmaceutical Industry

At a Glance

Hardcover

Shipping

How to return your order

Defective items

You Can Find This Book In

Other Editions and Formats

Paperback

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