Media Mix Articles - Pharmaceutical Executive

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Media Mix Articles

Eyes On Europe

May 1, 2002

Surprises may be good for birthday parties, but when it comes to pharma marketing, global companies with US headquarters need to know what to expect from European markets. Whether they face stiff competition for blockbuster products; are involved in acquisitions, mergers, or litigation; or are monitoring the European Commission's (EC) decision making process, global pharma marketers must be aware of negative buzz that might affect their global brands.

Commentary: Brand the Company

May 1, 2002

Except for a few companies such as Johnson & Johnson and Pfizer, the pharma industry has failed to make product and corporate brands benefit each other.

Kinder, Gentler Customer Contact

April 1, 2002

Today's top priority in pharma marketing is more about improving customer relationships than aggressively selling products.

The Power of First

April 1, 2002

Since the passage of the Waxman-Hatch Act in 1984, marketers have viewed generic competition as a death knell for brand-name products.

Online Behavior: A Brand Builder's Best Friend

April 1, 2002

Although it has taken several years to develop models that realize the full interactive potential of online communication, aggressive pharma brands now use the internet to generate consumer loyalty more quickly and effectively than ever. Passive websites with low expectations and minimal results have become a thing of the past. A new generation of technology and insight now enables brand managers to understand consumers' specific needs and preferences without resorting to questionnaires, which recipients frequently ignore. Those leaps have created websites that directly increase sales while also becoming cost-effective consumer learning machines.

Insider Profile: BIO Ventures Beyond the Beltway

April 1, 2002

With more than 70 employees and a $30 million budget, the Biotechnology Industry Organization (BIO) fulfills an unconventional role for a trade organization.

Case Study: Brand Equity in Acid Reflux

April 1, 2002

A targeted effort that supported the 2001 launch of AstraZeneca's gastroesophageal reflux disease (GERD) treatment Nexium (esomeprazole) struck a fine balance in building brand equity while encouraging appropriate use of the new medication. Nexium succeeded Prilosec (omeprazole), the long-time market-leading proton pump inhibitor (PPI) that achieved US sales of $3.7 billion in 2001. Research showed that patients could benefit from another treatment alternative. Nexium was launched to the medical community on the strength of data comparing it with Prilosec.

Failure to Communicate

April 1, 2002

Posting pediatric healthcare information on the internet-and providing an updated, around-the-clock, widely accessible resource for families-seems like a simple concept. Yet, healthcare providers and others, such as pharmaceutical companies, who seek to reach online caregivers looking for such information have failed to carry that idea to its fullest potential.

Keeping Customers Through Care

March 1, 2002

The direct-to-consumer marketing strategy is clear: Increase the request for prescriptions written by educating consumers, empowering them to act on behalf of their own health, and motivating them to do so.

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