Author | Skip Thurnauer


Successful Product Manager's Handbook

Branding: Right Brain Research in a Left-Brained World

The very nature of pharmaceutical claims tends to make the industry's messages— and indeed its brands—very left-brain oriented. Think about the language used: "effective first-line monotherapy," "significantly higher response," "24-hour once-daily dosing," and the ever-popular "powerful relief." These stilted claims result partly from the regulatory environment and partly from the nature of the products.