Brand medicine : the role of branding in the pharmaceutical industry / edited by Tom Blackett and Rebecca Robins.

Date:
2001
  • Books

About this work

Description

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.

Publication/Creation

New York : Palgrave, 2001.

Physical description

xxvi, 308 pages, VIII pages of plates : illustrations (some color) ; 24 cm

Contributors

Contents

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 / Alison Azulay -- 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.

Bibliographic information

Includes bibliographical references and index.

Languages

Subjects

Where to find it

  • LocationStatus
    Medical Collection
    QV736 2001B81
    		Open shelves

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Identifiers

ISBN

  • 0333930983
  • 9780333930984