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Brand Medicine

The Role of Branding in the Pharmaceutical Industry

  • Tom Blackett
  • Rebecca Robins

Table of contents

  1. Front Matter
    Pages i-xxvii
  2. Introduction

    1. Tom Blackett
      Pages 1-5
  3. The Pharmaceutical Industry: Science meets Business

    1. Front Matter
      Pages 7-7
    2. Nick Liddell
      Pages 27-44
  4. Rx to OTC Switching

    1. Front Matter
      Pages 45-45
    2. Hugh Ferrier
      Pages 60-81
  5. The Rise of Patient Power

  6. Brand Development

    1. Front Matter
      Pages 141-141
    2. Stuart Cooper
      Pages 143-150
    3. Rebecca Robins
      Pages 151-162
    4. Jeremy Scholfield, Julian Thomas
      Pages 163-171
    5. Herbert M. Meyers
      Pages 172-194
  7. Trade Mark and Regulatory Issues

    1. Front Matter
      Pages 195-195
    2. Alison Azulay
      Pages 197-210
    3. Alison Azulay
      Pages 211-238
    4. Richard Marsh, Gareth Evans
      Pages 239-252
  8. The Expanding Healthcare Market

    1. Front Matter
      Pages 253-253
    2. Hugo Ehrnreich
      Pages 255-273
    3. Patricia Tan
      Pages 274-295
  9. Conclusion

    1. Front Matter
      Pages 297-297
  10. Back Matter
    Pages 303-308

About this book

Introduction

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.

Keywords

Advertising brand branding business strategy communication design Distribution management pharmaceutical industry public relations trade

Editors and affiliations

  • Tom Blackett
    • 1
  • Rebecca Robins
    • 2
  1. 1.Interbrand GroupUSA
  2. 2.Interbrand HealthcareNew YorkUSA

Bibliographic information