Brand Medicine: The Role of Branding in the Pharmaceutical Industry

Co-editors Blackett and Robins compile a compendium of everything you need to know about pharmaceutical branding. There are contributions from industry experts on subjects such as name development, direct-to-consumer branding, country specific regulations, trade mark protection, alternative medicines, package design and switching status from doctor-prescribed to over-the-counter.

As governments seek to mitigate the cost of state-subsidised healthcare, branding in the pharmaceutical industry has become a critical issue. Drugs companies must change their methods of communication and distribution - focusing more on their direct relationship with the consumer. This requires fundamental changes in consumer behaviour, access to information, freedom of choice and value for money. Brands and brand values will play a leading role in this process, as has been seen with products such as Prozac and Viagra. This book by Interbrand Newell and Sorrell, the world's leading branding consultancy, provides cutting edge thinking on this area and lessons for anyone involved in brand development and management.

read the review (and a excerpt) of the book: Brand Medicine: The Role of Branding in the Pharmaceutical Industry
von Tom Blackett (Herausgeber), Rebecca Robins (Herausgeber)