Winning Pharmaceutical Brand Management: Maximizing Brand Value Through Best Practice in Brand Development and Product Marketing

Published Date: March 2006 Published By: Business Insights Page Count: 143 Order Code: R162-676 $2,875.00   Online Download $14,375.00   Global Site License   Questions About This Report E-mail a Colleague Printable Page Fax Your Order Description Table of Contents Similar Products Branding is a key issue in the pharmaceutical industry; product managers have evolved into brand managers and are beginning to understand the dynamics of brand equity that lie at the heart of product development and marketing. However, with no established ‘best practices’ in brand management, those tasked with steering brands around the various hurdles and challenges presented by pharmaceutical markets must use all available learning and experience to help build the leading brands of the future. ‘Winning Pharmaceutical Brand Management’ compiles the independent views of twelve different pharmaceutical brand experts along with insight and analysis from the report’s author. The report is comprised of ten stand-alone articles which reflect a range of personal perspectives on the leading issues surrounding pharmaceutical brand management, both now and in the future. Full profiles of the writers contributing to this report have been detailed, along with contact details where available. Key findings of the report: With no established ‘best practices’ in brand management, those tasked with steering brands around the various hurdles and challenges presented by pharmaceutical markets must use all available learning and experience to help build the leading brands of the future. Increased discipline in the brand management process will be the best way to identify and exploit potential competitive advantages to ultimately maximize the commercial potential of the brand. In order to evaluate commercial strategies, brand managers increasingly define specific metrics to track the effectiveness of their strategies and make course corrections. One of the most fundamental aspects of marketing research is the contribution it makes to product branding. That is, to creating a unique brand identity that transcends the objective, clinical performance and pharmacology of that product. A variable sales force structure consists of a core internal team of highly trained sales representatives selectively augmented by highly motivated custom-built field forces. These custom teams will address everything from new product launches requiring additional temporary manpower to ongoing support for mature or declining products. Key questions answered in this report: How does brand management track the product lifecycle? Which brand research and analysis techniques should be applied at each stage of the product lifecycle? How can partner companies effectively work together to build co-promoted brands? What impact will patient-to-patient communication have on the control pharma companies’ have over brand perception? How can reimbursement and distribution models be implemented to maximize brand value to the ‘customer’? How important is franchise brand management in building sustainable ‘customer’ relationships and brand loyalty? Similar Products • Private-Label Credit Cards in the U.S., 6th Edition Published Jan 2009 by Packaged Facts • Market Research Services Published Dec 2008 by First Research, Inc. • Public Relations Published Dec 2008 by First Research, Inc. • Economic Crisis Response: U.S. Internet Advertising 2008-2012 Forecast Update Published Dec 2008 by IDC • Internet Advertising in China: New Agency Model Brings New Growth Published Dec 2008 by In-Stat • Millward Brown Group Published Dec 2008 by SGA Lists • Mullen Advertising, Inc. Published Dec 2008 by SGA Lists • Nielsen Company (The) Published Dec 2008 by SGA Lists • Ogilvy & Mather Worldwide Published Dec 2008 by SGA Lists • Ogilvy Public Relations Worldwide Published Dec 2008 by SGA Lists