Pharmaceutical Executive
October 15, 2007
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Lynn Upshaw posits that marketing with integrity is key to success in these skeptical times. To do so, a company has to live its brand. In his book, Upshaw tells you how.
October 15, 2007
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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....
October 15, 2007
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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.)
October 15, 2007
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Choosing a name for a new pharmaceutical product used to be a pretty straightforward proposition. Twenty years ago, most drug names were descriptive or functional in nature; they relied on the indication, therapeutic category, or generic name for their creative direction.
October 15, 2007
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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.
October 15, 2007
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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
October 15, 2007
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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
October 15, 2007
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Sometimes looking back is a way to look forward
October 15, 2007
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Build it and they will come. But how do you make them stay?
October 15, 2007
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A win-win marketing strategy that illuminates, educates, and promotes at the same