Pharmaceutical Executive-10-15-2007

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.

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.)

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.

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

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

Sometimes looking back is a way to look forward