Pharmaceutical Executive-10-15-2007

Pharmaceutical Executive

Brand Rescuing

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....

When Branding Is Art

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.)

Naming Your Brand

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.

Can You Brand Trust?

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.