Guide to Branding - Pharmaceutical Executive

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Guide to Branding

Take Your Medicine: A Prescription for Brand Growth

October 3, 2008

To be effective, an adherence strategy must be responsive to an array of patients with different habits and medications, while providing information, encouragement, and support until adherence becomes reliable.

DTC Grows Up

October 15, 2007

With Exprience and A new means of measuring impact on patient behavior, branders have never been in a better position to make their strategies work

Branding in a Digital Age

October 15, 2007

Build it and they will come. But how do you make them stay?

Four Steps To Credibility

October 15, 2007

The hard work being done by the industry to prove its commitment to patients and better health is being hampered by its reputation of unreliability

Brand Rescuing

October 15, 2007

The ability to review what people are saying about a brand has become a hot topic among pharmaceutical marketers. Managing a brand used to be fairly straightforward, until, of course, the advent of the Internet. Today, the challenge is enormous: blogs, podcasts, micro-blogging, instant messaging, Wikis....

Branding Disease

October 15, 2007

A win-win marketing strategy that illuminates, educates, and promotes at the same

When Branding Is Art

October 15, 2007

The direct-to-consumer marketing campaign for havidol, a drug for dysphoric social attention consumption deficit anxiety disorder, is drawing lots of public reaction. (but neither the drug nor the disease is real.)

Can You Brand Trust?

October 15, 2007

Lack of trust is preventing pharma from doing what it does better than any other entity on the globe: research and develop new cures and treatments, says Billy Tauzin, president of PhRMA. What to do about it? Twelve top brandmeisters weigh in.

Introduction: Nothing New

October 15, 2007

Sometimes looking back is a way to look forward

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