Brand Medicine: The Role of Branding in the Pharmaceutical Industry

Cover......Page 1
Contents......Page 6
List of figures......Page 13
List of tables......Page 15
List of plates......Page 16
Acknowledgements......Page 18
Notes on contributors......Page 20
List of abbreviations......Page 27
Introduction......Page 30
Part I The Pharmaceutical Industry: Science meets Business......Page 36
A short history of brands......Page 38
Brands as business assets......Page 39
Branding in the pharmaceutical industry......Page 41
Why branding is important......Page 43
Building brand values......Page 45
Building brand strategy......Page 48
Patient power......Page 51
Conclusions......Page 54
References and further reading......Page 55
Relevance of brand valuation to the pharmaceutical industry......Page 56
Interbrand's brand valuation methodology......Page 58
Segment analysis......Page 59
Financial analysis......Page 60
Role of branding index......Page 61
Assessing brand strength......Page 66
Calculating brand value......Page 69
Conclusion......Page 70
References......Page 73
Part II Rx to OTC Switching......Page 74
10 years ago…......Page 76
Market overview......Page 77
Successful Rx to OTC switch strategies......Page 79
Key players' strategies......Page 80
Outlook for OTC brands......Page 81
Direct-to-consumer (DTC) promotion......Page 84
Home-based healthcare......Page 85
Continued industry consolidation......Page 86
Conclusions......Page 87
Acknowledgements......Page 88
Brands are returning to their roots......Page 89
The role of product in the brand mix......Page 90
The problem of sameness of indications for OTC brand positioning......Page 91
The problem of parity of product performance for OTC brand differentiation......Page 92
Finding new product indications to gain a competitive edge......Page 94
Product innovation and brand building through Rx to OTC switching......Page 95
The importance of having a real consumer benefit......Page 96
The value of a well-known name......Page 97
The low salience of Rx brand names outside North America......Page 98
Some factors in brand name choice......Page 99
The pivotal role of the pharmacist......Page 100
Advertising: a vital tool in building an OTC brand......Page 102
Key factors in the switch of Voltaren Emulgel/Schmerzgel......Page 103
Planning the core components for a successful brand: principal research stages......Page 104
Gaining consumer insights......Page 105
Understanding the competitive communications context......Page 106
The breakthrough – a unique and relevant selling proposition......Page 109
Part III The Rise of Patient Power......Page 112
5 Direct-to-consumer branding – the US perspective......Page 114
The growth of managed care......Page 115
An increasingly holistic view of health and the emergence of herbal remedies......Page 116
The growth of direct marketing and targeted marketing......Page 117
The AIDS epidemic......Page 118
Mass advertising......Page 119
Non-traditional patient communication......Page 120
Possible applications to Europe/global......Page 122
References......Page 123
6 Direct-to-consumer branding – Europe and Asia......Page 124
The globalizing world of pharmaceuticals......Page 125
DTC – reaching the wider horizon......Page 127
Case example – Novartis......Page 131
Case example – Pharmacia & Upjohn......Page 133
DTC – US/European convergence......Page 135
DTC – the future horizon......Page 139
References......Page 141
Introduction......Page 142
The pharmaceutical marketing environment......Page 143
Is there a role for brand advertising in prescription pharmaceuticals?......Page 145
Perception is reality......Page 147
Can a medical representative create a brand?......Page 148
Case example – Zofran......Page 150
The value of advertising research in understanding and creating brands......Page 152
Case example – Zestril and Carace......Page 153
From Atlanta to Zurich, from Adelaide to Zagreb – a different approach?......Page 154
Viagra, the world's best-known drug......Page 155
Some brands are going global......Page 156
Reference......Page 158
8 Public relations and its role in pharmaceutical brand building......Page 159
What is public relations – really?......Page 160
Public relations as brand builder......Page 161
Public relations in a regulatory environment......Page 163
The cascading effect of key influencers......Page 164
Public relations as a DTC tool......Page 165
The question of celebrity spokespersons......Page 167
History and future......Page 168
Reference......Page 169
Part IV Brand Development......Page 170
Healthcare environment and trends......Page 172
Role of global branding......Page 173
Pharmaceutical branding – the talk......Page 174
Developing brand values and vocabulary – the walk......Page 176
Conclusion......Page 178
Reference......Page 179
Importance of a name......Page 180
The language barrier......Page 181
The legal labyrinth......Page 182
Creation of a brand name......Page 183
The role of research in name development......Page 185
The dotcom dilemma......Page 188
Conclusion......Page 189
The changing pharmacy environment......Page 192
Brand personality......Page 193
Standing out from the crowd......Page 196
The pack as source of information......Page 197
Summary and conclusions......Page 199
12 Packaging for the elderly......Page 201
Packaging of medicinal products......Page 203
Physiological difficulties of the elderly relating to packaging......Page 204
Ergonomic difficulties of the elderly......Page 209
Childproof versus elderly-resistant containers......Page 211
Government guidelines......Page 212
Packaging features favoured by older consumers......Page 217
Innovations......Page 220
Conclusions......Page 223
Part V Trade Mark and Regulatory Issues......Page 224
European Union......Page 226
USA......Page 231
Latin America......Page 233
Multiple trade marks......Page 234
Generic names......Page 235
Notes......Page 239
Trade mark creation guidelines – a legal perspective......Page 240
Trade mark assignment......Page 242
Trade mark filings......Page 243
Classification of trade marks......Page 244
The compound/project – a checklist......Page 245
Trade mark searching and filing......Page 246
Summary of searching strategy......Page 250
Publication......Page 260
Non-use of the trade mark......Page 261
Trade mark notices......Page 262
Notes......Page 263
Appendix A......Page 264
Appendix B......Page 266
15 The government view......Page 268
The government's approach towards pharmaceuticals......Page 271
Policy at EU level......Page 274
Restatement of fundamentals of US healthcare model......Page 277
Managed care......Page 278
Key developments (parallel trade risk)......Page 279
DTC advertising......Page 280
Notes......Page 281
Part VI The Expanding Healthcare Market......Page 282
Defining the nutraceuticals environment......Page 284
Medical opportunities – prevention versus treatment......Page 286
Medical opportunities – choosing the right condition......Page 288
Lifestyle opportunities – 'social drugs'......Page 289
Exploiting the opportunity – the key success factors......Page 290
Nutraceuticals – combining the pharma and food skill-set......Page 291
Clinical discipline – better support for health claims......Page 292
Holistic consumer marketing – focusing on consumer occasions......Page 294
Exploiting the opportunity – three strategies......Page 296
Novartis' Aviva Life Foods – replacing parts of the daily routine......Page 298
Red Bull energy drinks – targeting lifestyle occasions......Page 300
Conclusions – focus on complementary functionality......Page 301
17 Complementary and alternative medicines......Page 303
Alternative medicine in the marketplace......Page 304
Range of alternative medicines......Page 305
Mainstreaming the alternative......Page 306
Back to the future: innovation versus tradition......Page 308
The healing arts versus the hard science of medicine......Page 310
Natural versus new......Page 311
Channels: Rx, doctors or myself......Page 313
Word of mouth and recommendations......Page 317
Popular culture......Page 318
Opportunities for branding in alternative medicine......Page 319
Conclusion......Page 322
Notes......Page 323
Part VII Conclusion......Page 326
18 The future of branding in the pharmaceutical industry......Page 328
Appendix......Page 332
B......Page 335
O......Page 336
T......Page 337