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Brand Medicine

The Role of Branding in the Pharmaceutical Industry

  • Book
  • © 2001

Overview

Editors:
  1. Tom Blackett

    1. Interbrand Group, USA

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    You can also search for this editor in PubMed   Google Scholar

  2. Rebecca Robins

    1. Interbrand Healthcare, New York, USA

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    You can also search for this editor in PubMed   Google Scholar

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Table of contents (19 chapters)

  1. Front Matter

    Pages i-xxvii
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  2. Introduction

    1. Introduction

      • Tom Blackett
      Pages 1-5

  3. The Pharmaceutical Industry: Science meets Business

    1. Front Matter

      Pages 7-7
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    2. Branding and its potential within the pharmaceutical industry

      • Tom Blackett
      Pages 9-26

    3. The valuation of pharmaceutical brands

      • Nick Liddell
      Pages 27-44

  4. Rx to OTC Switching

    1. Front Matter

      Pages 45-45
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    2. The Rx to OTC switch — creating the climate for change

      • Gary Lyon
      Pages 47-59

    3. Successful switch strategies

      • Hugh Ferrier
      Pages 60-81

  5. The Rise of Patient Power

    1. Front Matter

      Pages 83-83
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    2. Direct-to-consumer branding — the US perspective

      • Anne Devereux
      Pages 85-94

    3. Direct-to-consumer branding — Europe and Asia

      • Rob Benson
      Pages 95-112

    4. The role of advertising in branding pharmaceuticals

      • Michael Paling
      Pages 113-129

    5. Public relations and its role in pharmaceutical brand building

      • David Catlett
      Pages 130-140

  6. Brand Development

    1. Front Matter

      Pages 141-141
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    2. Clinical development and branding

      • Stuart Cooper
      Pages 143-150

    3. Pharmaceutical brand name development

      • Rebecca Robins
      Pages 151-162

    4. Brand packaging design

      • Jeremy Scholfield, Julian Thomas
      Pages 163-171

    5. Packaging for the elderly

      • Herbert M. Meyers
      Pages 172-194

  7. Trade Mark and Regulatory Issues

    1. Front Matter

      Pages 195-195
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    2. Regulatory issues and generic names

      • Alison Azulay
      Pages 197-210
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Keywords

About this book

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.

Editors and Affiliations

  • Interbrand Group, USA

    Tom Blackett

  • Interbrand Healthcare, New York, USA

    Rebecca Robins

About the editors

TOM BLACKETT is Group Deputy Chairman of Interbrand. He is the author of, Trademarks and the co-author of, Co-Branding, both published by Palgrave.

REBECCA ROBINS is a Senior Consultant of Interbrand Healthcare in New York. Prior to joining the New York office, she worked in the London office of Interbrand for four years.

Bibliographic Information

  • Book Title: Brand Medicine

  • Book Subtitle: The Role of Branding in the Pharmaceutical Industry

  • Editors: Tom Blackett, Rebecca Robins

  • DOI: https://doi.org/10.1057/9780230522510

  • Publisher: Palgrave Macmillan London

  • eBook Packages: Palgrave Business & Management Collection, Business and Management (R0)

  • Copyright Information: Tom Blackett and Rebecca Robins 2001

  • Hardcover ISBN: 978-0-333-93098-4Published: 27 April 2001

  • Softcover ISBN: 978-1-349-42588-4Published: 27 April 2001

  • eBook ISBN: 978-0-230-52251-0Published: 27 April 2001

  • Edition Number: 1

  • Number of Pages: XXVII, 308

  • Number of Illustrations: 155 b/w illustrations

  • Topics: Business Strategy/Leadership, Marketing, Economics, general

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