Articles by James Gregory - Pharmaceutical Executive

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Articles by James Gregory

The Secret

You have to advertise if you want people to know your brand
May 1, 2007

When it comes to corporate reputations, it's clear the pharmaceutical industry doesn't quite get it. (Just pick up any newspaper.) But here's the latest newsflash when it comes to managing a bad rap: You get what you pay for.

Building Corporate Brands

A survey of corporate brands ranks them according to their brand power.
Jan 1, 2002

During the last five years, the pharmaceutical market underwent dramatic change. Most companies became far more aggressive in all forms of promotion, particularly direct-to-consumer (DTC) advertising, and the rush to create consumer demand for specific therapies brought product brands to the front line.

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