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Brand Medicine: The role of branding in the pharmaceutical industry (Роль брендинга в фармацевтической промышленности)

Опубликовано на портале: 30-10-2003
USA: Palgrave Macmillan, 2001
Тематический раздел:
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

Книга будет представлять особый интерес для специалистов фармацевтической промышленности, занятых созданием и управлением брендами. В книге обсуждаются методы коммуникаций и распределения лекарственных препаратов, роль брендов и ценности брендов в этом процессе.

Review

As an active practitioner in pharmaceutical marketing for two decades, it is glariing that this is the first book that has clearly explained the importance of Pharmaceutical branding the way it should be done under today’s much needed strategic marketing approach. The marketing practitioners in the pharmaceutical industry appear too short sighted or too persimistic focusing primarily on patent-expiration when they should be learning and applying principles on how to sustain brand loyalty beyond the expiration of patents. A lot of books have been written on marketing in the last two decades but none has made so much impression on me as a practitioner like the "Brand Medicine". The book is a winner brand on its own and it is highly recommended to all practitioners of pharmaceutical marketing who wants to be a major player in this twenty first century. The book is God's great gift to today's pharmaceutical marketers who truly love strategic marketing.

LERE BAALE,
VICTORIA ISLAND, NIGERIA
31-Mar-2002
The Pharmaceutical Industry: Science Meets Business
Rx to OTC Switching
The Rise of Patient Power
Brand Development
Trade Mark and Regulatory Issues
The Expanding Health Care Market
Conclusion