ENGLISH

Brand Medicine: The Role of Branding in the Pharmaceutical Industry

By Tom Blackett , Rebecca Robins

Book information

Year
2001
ISBN
0333930983, 9780333930984, 9780230522510
Open Library ID
OL15506358M
Language
english
Format
PDF
Filesize
2 MB (1653719 bytes)
Pages
336\337
Orientation
yes
Scanned
no
Time added
2011-06-04 13:46:07

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.

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