Brand medicine: the role of branding in the pharmaceutical industry
Gespeichert in:
| Format: | Buch |
|---|---|
| Sprache: | English |
| Veröffentlicht: |
Basingstoke [u.a.]
Palgrave
2001
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXVII, 308 S. Ill., graph. Darst. : 24 cm |
| ISBN: | 0333930983 |
Internformat
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| 250 | |a 1. publ. | ||
| 264 | 1 | |a Basingstoke [u.a.] |b Palgrave |c 2001 | |
| 300 | |a XXVII, 308 S. |b Ill., graph. Darst. : 24 cm | ||
| 336 | |b txt |2 rdacontent | ||
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| 338 | |b nc |2 rdacarrier | ||
| 650 | 7 | |a Farmaceutische industrie |2 gtt | |
| 650 | 4 | |a Industrie pharmaceutique - États-Unis | |
| 650 | 7 | |a Marketing |2 gtt | |
| 650 | 4 | |a Marques de commerce - Choix - États-Unis | |
| 650 | 7 | |a Merknamen |2 gtt | |
| 650 | 4 | |a Médicaments - États-Unis - Commercialisation | |
| 650 | 4 | |a Produits de marque - États-Unis | |
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| 650 | 4 | |a Brand choice |z United States | |
| 650 | 4 | |a Branding (Marketing) |z United States | |
| 650 | 4 | |a Consumer Satisfaction | |
| 650 | 4 | |a Drug Industry | |
| 650 | 4 | |a Drug Labeling | |
| 650 | 4 | |a Drug Packaging | |
| 650 | 4 | |a Drugs |z United States |x Marketing | |
| 650 | 4 | |a Pharmaceutical industry |z United States | |
| 651 | 4 | |a USA | |
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Datensatz im Suchindex
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|---|---|
| adam_text | BRAND MEDICINE THE ROLE OF BRANDING IN THE PHARMACEUTICAL INDUSTRY
EDITED BY TOM BLACKETT AND REBECCA ROBINS CONTENTS LIST OF FIGURES XII
LIST OF TABLES XIV LIST OF PLATES XV ACKNOWLEDGEMENTS XVII NOTES ON
CONTRIBUTORS XIX LIST OF ABBREVIATIONS XXVI INTRODUCTION TOM BLACKETT
INTERBRAND I PART I WOE [PETIAROTMACEEIIF ICAI M&MSTWYS SCGOEMEE
OUTIEEUS I BRANDING AND ITS POTENTIAL WITHIN THE PHARMACEUTICAL INDUSTRY
TOM BLACKETT INTERBRAND A SHORT HISTORY OF BRANDS BRANDS AS BUSINESS
ASSETS BRANDING IN THE PHARMACEUTICAL INDUSTRY WHY BRANDING IS IMPORTANT
BUILDING BRAND VALUES . BUILDING BRAND STRATEGY TIMING R PATIENT POWER
* CONCLUSIONS REFERENCES AND FURTHER READING THE VALUATION OF
PHARMACEUTICAL BRANDS NICK LIDDELL INTERBRAND RELEVANCE OF BRAND
VALUATION TO THE PHARMACEUTICAL INDUSTRY 9 9 10 12 14 16 19 22 22 25 26
27 27 VI CONTENTS THE VALUE OF A BRAND 29 INTERBRAND S BRAND VALUATION
METHODOLOGY 29 SEGMENT ANALYSIS 30 FINANCIAL ANALYSIS 31 ROLE OF
BRANDING INDEX 32 ASSESSING BRAND STRENGTH 37 CALCULATING BRAND VALUE 40
CONCLUSION 41 REFERENCES 44 PART II MM T TC SWITMMMG 3 THE RX TO OTC
SWITCH - CREATING THE CLIMATE FOR CHANGE GARY LYON EVIDENCE BASED
MARKETING 47 10 YEARS AGO... 47 MARKET OVERVIEW 48 KEY EUROPEAN VERSUS
US MARKET DIFFERENCES 50 SUCCESSFUL RX TO OTC SWITCH STRATEGIES 50 KEY
PLAYERS STRATEGIES 51 OUTLOOK FOR OTC BRANDS 52 DIRECT-TO-CONSUMER
(DTC) PROMOTION 55 HOME-BASED HEALTHCARE 56 CONTINUED INDUSTRY
CONSOLIDATION 57 CONCLUSIONS 58 IN SUMMARY 59 ACKNOWLEDGEMENTS 59 4
SUCCESSFUL SWITCH STRATEGIES HUGH FERRIER SUDLER & HENNESSEY 60 BRANDS
ARE RETURNING TO THEIR ROOTS 60 THE ROLE OF PRODUCT IN THE BRAND MIX 61
THE PROBLEM OF SAMENESS OF INDICATIONS FOR OTC BRAND POSITIONING 62 THE
PROBLEM OF PARITY OF PRODUCT PERFORMANCE FOR OTC BRAND DIFFERENTIATION
63 FINDING NEW PRODUCT INDICATIONS TO GAIN A COMPETITIVE EDGE 65 PRODUCT
INNOVATION AND BRAND BUILDING THROUGH RX TO OTC SWITCHING 66 THE
IMPORTANCE OF HAVING A REAL CONSUMER BENEFIT 67 THE VALUE OF A
WELL-KNOWN NAME 68 THE LOW SALIENCE OF RX BRAND NAMES OUTSIDE NORTH
AMERICA 69 SOME FACTORS IN BRAND NAME CHOICE 70 THE PIVOTAL ROLE OF THE
PHARMACIST 71 ADVERTISING: A VITAL TOOL IN BUILDING AN OTC BRAND 73
CONTENTS VII KEY FACTORS IN THE SWITCH OF VOLTAREN EMULGEL/SCHMERZGEL 74
PLANNING THE CORE COMPONENTS FOR A SUCCESSFUL BRAND: PRINCIPAL RESEARCH
STAGES - 75 GAINING CONSUMER INSIGHTS 76 UNDERSTANDING THE COMPETITIVE
COMMUNICATIONS CONTEXT 77 THE BREAKTHROUGH - A UNIQUE AND RELEVANT
SELLING PROPOSITION 80 PART III TIE (ROSE FI PATOEMT @W 5
DIRECT-TO-CONSUMER BRANDING - THE US PERSPECTIVE ANNE DEVEREUX MERKLEY
NEWMAN HARTY HEALTHWORKS 85 WHAT FUELLED THIS MARKETING REVOLUTION? 86
THE GROWTH OF MANAGED CARE 86 THE CHANGING DEFINITION OF HEALTH 87 AN
INCREASINGLY HOLISTIC VIEW OF HEALTH AND THE EMERGENCE OF HERBAL
REMEDIES 87 THE AVAILABILITY OF OTCS 88 THE GROWTH OF DIRECT MARKETING
AND TARGETED MARKETING 88 THE EMERGENCE OF THE INTERNET 89 THE
HEIGHTENED COMPETITIVE ARENA 89 THE AIDS EPIDEMIC 89 THE COMING OF AGE
OF THE BABY BOOMER GENERATION 90 ENTERING THE NEW MILLENNIUM, THE
EVOLUTION CONTINUES 90 MASS ADVERTISING 90 THE ROLE OF DIRECT MARKETING
91 NON-TRADITIONAL PATIENT COMMUNICATION 91 POSSIBLE APPLICATIONS TO
EUROPE/GLOBAL 93 REFERENCES 94 6 DIRECT-TO-CONSUMER BRANDING - EUROPE
AND ASIA ROB BENSON RATES HEALTH WORLD 95 THE GLOBALIZING WORLD OF
PHARMACEUTICALS 96 DTC - REACHING THE WIDER HORIZON T 98 CASE EXAMPLE *
NOVARTIS 102 CASE EXAMPLE - PHARMACIA & UPJOHN 104 DTC - US/EUROPEAN
CONVERGENCE 106 DTC - THE FUTURE HORIZON 110 REFERENCES 112 7 THE ROLE
OF ADVERTISING IN BRANDING PHARMACEUTICALS MICHAEL PALING PALING WALTERS
TARGIS 113 INTRODUCTION 113 THE PHARMACEUTICAL MARKETING ENVIRONMENT 114
VIII CONTENTS IS THERE A ROLE FOR BRAND ADVERTISING IN PRESCRIPTION
PHARMACEUTICALS? 116 PERCEPTION IS REALITY - 118 CAN A MEDICAL
REPRESENTATIVE CREATE A BRAND? 119 CASE EXAMPLE - ZOFRAN 121 THE VALUE
OF ADVERTISING RESEARCH IN UNDERSTANDING AND CREATING BRANDS 123 CASE
EXAMPLE - ZESTRIL AND CARACE 124 FROM ATLANTA TO ZURICH, FROM ADELAIDE
TO ZAGREB - A DIFFERENT APPROACH? 125 VIAGRA, THE WORLD S BEST-KNOWN
DRUG 126 SOME BRANDS ARE GOING GLOBAL 127 CONCLUSION 129 REFERENCE 129 8
PUBLIC RELATIONS AND ITS ROLE IN PHARMACEUTICAL BRAND BUILDING DAVID
CATLETT KETCHUM 130 WHAT IS PUBLIC RELATIONS - REALLY? 131 PUBLIC
RELATIONS AS BRAND BUILDER 132 PUBLIC RELATIONS IN A REGULATORY
ENVIRONMENT 134 THE CASCADING EFFECT OF KEY INFLUENCERS 135 PUBLIC
RELATIONS AS A DTC TOOL 136 THE QUESTION OF CELEBRITY SPOKESPERSONS 138
HISTORY AND FUTURE 139 REFERENCE 140 PART IV LLPSMFIKA] EWEFIOPMRAEGTS
9 CLINICAL DEVELOPMENT AND BRANDING 10 STUART COOPER ADELPHI HEALTHCARE
ENVIRONMENT AND TRENDS ROLE OF GLOBAL BRANDING PHARMACEUTICAL BRANDING -
THE TALK DEVELOPING BRAND VALUES AND VOCABULARY * THE WALK CONCLUSION
REFERENCE PHARMACEUTICAL BRAND NAME DEVELOPMENT REBECCA ROBINS
INTERBRAND IMPORTANCE OF A NAME THE GLOBAL LANDSCAPE THE LANGUAGE
BARRIER THE LEGAL LABYRINTH 143 143 144 145 147 149 150 151 151 152 152
153 CONTENTS IX CREATION OF A BRAND NAME 1 54 THE ROLE OF RESEARCH IN
NAME DEVELOPMENT 156 THE DOTCOM DILEMMA ~ 159 CONCLUSION 160 11 BRAND
PACKAGING DESIGN JEREMY SCHOLFIELD AND JULIAN THOMAS INTERBRAND 163
INTRODUCTION 163 THE CHANGING PHARMACY ENVIRONMENT 163 BRAND PERSONALITY
164 STANDING OUT FROM THE CROWD 167 THE PACK AS SOURCE OF INFORMATION 1
68 SUMMARY AND CONCLUSIONS 170 12 PACKAGING FOR THE ELDERLY HERBERT M
MEYERS 172 PACKAGING OF MEDICINAL PRODUCTS 174 PHYSIOLOGICAL
DIFFICULTIES OF THE ELDERLY RELATING TO PACKAGING 175 ERGONOMIC
DIFFICULTIES OF THE ELDERLY 180 CHILDPROOF VERSUS ELDERLY-RESISTANT
CONTAINERS 182 GOVERNMENT GUIDELINES 183 PACKAGING FEATURES FAVOURED BY
OLDER CONSUMERS 188 INNOVATIONS 191 CONCLUSIONS 194 PART V TRADE MARIE I
I I !REGPIATR/Y ISSUES 13 REGULATORY ISSUES AND GENERIC NAMES ALISON
AZULAY MARKFORCE ASSOCIATES 197 EUROPEAN UNION 197 USA 202 LATIN AMERICA
204 MULTIPLE TRADE MARKS 205 GENERIC NAMES * 206 NOTES 210 14 HOW TO
ACHIEVE GLOBAL TRADE MARK PROTECTION ALISON AZULAY Y MARKFORCE
ASSOCIATES 211 TRADE MARK CREATION GUIDELINES * A LEGAL PERSPECTIVE 211
MULTIPLE TRADE MARKS 213 TRADE MARK ASSIGNMENT 213 TRADE MARK FILINGS
214 X CONTENTS CLASSIFICATION OF TRADE MARKS 215 THE COMPOUND/PROJECT -
A CHECKLIST 216 TRADE MARK SEARCHING AND FILING 217 SUMMARY OF SEARCHING
STRATEGY 221 OBJECTIONS, NEGOTIATIONS AND SETTLEMENTS 231 PUBLICATION
231 REGISTRATION AND MAINTENANCE 232 POLICING THE TRADE MARKS 232
NON-USE OF THE TRADE MARK 232 PHARMACEUTICAL TRADE MARK USAGE 233 TRADE
MARK NOTICES 233 REBRANDING 234 DOMAIN NAMES 234 NOTES 234 APPENDIX A
235 APPENDIX B 237 15 THE GOVERNMENT VIEW RICHARD MARSH AND GARETH EVANS
GOVERNMENT POLICY CONSULTANTS 239 THE GOVERNMENT S APPROACH TOWARDS
PHARMACEUTICALS 242 POLICY AT EU LEVEL 245 REVIEW OF EU PHARMACEUTICAL
REGULATION 248 RESTATEMENT OF FUNDAMENTALS OF US HEALTHCARE MODEL 248
INDEMNITY INSURANCE 249 MANAGED CARE 249 STRENGTHS AND WEAKNESSES 250
KEY DEVELOPMENTS (PARALLEL TRADE RISK) 250 DTC ADVERTISING 251
CONCLUDING THOUGHTS 252 NOTES 252 PART VI TDD § EXSPAMCSIROG
THTEAOFKISAPE MARTLET 16 NUTRACEUTICALS HUGO EHRNREICH DATAMONITOR
CONSUMER MARKETS PRACTICE AREA 255 INTRODUCTION 255 DEFINING THE
NUTRACEUTICALS ENVIRONMENT 255 THE DIFFERENT OPPORTUNITIES - MEDICAL
VERSUS LIFESTYLE 257 MEDICAL OPPORTUNITIES - PREVENTION VERSUS TREATMENT
257 MEDICAL OPPORTUNITIES - CHOOSING THE RIGHT CONDITION 259 CONTENTS XI
LIFESTYLE OPPORTUNITIES - SOCIAL DRUGS 260 EXPLOITING THE OPPORTUNITY
- THE KEY SUCCESS FACTORS 261 NUTRACEUTICALS - COMBINING THE PHARMA AND
FOOD SKILL-SET 262 CLINICAL DISCIPLINE - BETTER SUPPORT FOR HEALTH
CLAIMS 263 HOLISTIC CONSUMER MARKETING - FOCUSING ON CONSUMER OCCASIONS
265 EXPLOITING THE OPPORTUNITY - THREE STRATEGIES 267 NOVARTIS AVIVA
LIFE FOODS - REPLACING PARTS OF THE DAILY ROUTINE 269 RED BULL ENERGY
DRINKS - TARGETING LIFESTYLE OCCASIONS 271 CONCLUSIONS - FOCUS ON
COMPLEMENTARY FUNCTIONALITY 272 17 COMPLEMENTARY AND ALTERNATIVE
MEDICINES PATRICIA TAN INTERBRAND 27 4 ALTERNATIVE MEDICINE IN THE
MARKETPLACE 275 RANGE OF ALTERNATIVE MEDICINES 276 MAINSTREAMING THE
ALTERNATIVE 277 BACK TO THE FUTURE: INNOVATION VERSUS TRADITION 279 THE
HEALING ARTS VERSUS THE HARD SCIENCE OF MEDICINE 281 NATURAL VERSUS NEW
282 CHANNELS: RX, DOCTORS OR MYSELF 284 WORD OF MOUTH AND
RECOMMENDATIONS 288 POPULAR CULTURE 289 OPPORTUNITIES FOR BRANDING IN
ALTERNATIVE MEDICINE 290 CONCLUSION 293 NOTES 294 PART VII
CII!!CLCLTTSD@M - - 18 THE FUTURE OF BRANDING IN THE PHARMACEUTICAL
INDUSTRY TOM HARRISON OMNICOM 299 APPENDIX 303 INDEX R 306
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| geographic | USA |
| geographic_facet | USA |
| id | DE-604.BV014525460 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T19:03:14Z |
| institution | BVB |
| isbn | 0333930983 |
| language | English |
| lccn | 2001021605 |
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| physical | XXVII, 308 S. Ill., graph. Darst. : 24 cm |
| publishDate | 2001 |
| publishDateSearch | 2001 |
| publishDateSort | 2001 |
| publisher | Palgrave |
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| spelling | Brand medicine the role of branding in the pharmaceutical industry ed. by Tom Blackett and Rebecca Robins 1. publ. Basingstoke [u.a.] Palgrave 2001 XXVII, 308 S. Ill., graph. Darst. : 24 cm txt rdacontent n rdamedia nc rdacarrier Farmaceutische industrie gtt Industrie pharmaceutique - États-Unis Marketing gtt Marques de commerce - Choix - États-Unis Merknamen gtt Médicaments - États-Unis - Commercialisation Produits de marque - États-Unis Advertising as Topic Brand choice United States Branding (Marketing) United States Consumer Satisfaction Drug Industry Drug Labeling Drug Packaging Drugs United States Marketing Pharmaceutical industry United States USA Blackett, Tom Sonstige oth GBV Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009887375&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Brand medicine the role of branding in the pharmaceutical industry Farmaceutische industrie gtt Industrie pharmaceutique - États-Unis Marketing gtt Marques de commerce - Choix - États-Unis Merknamen gtt Médicaments - États-Unis - Commercialisation Produits de marque - États-Unis Advertising as Topic Brand choice United States Branding (Marketing) United States Consumer Satisfaction Drug Industry Drug Labeling Drug Packaging Drugs United States Marketing Pharmaceutical industry United States |
| title | Brand medicine the role of branding in the pharmaceutical industry |
| title_auth | Brand medicine the role of branding in the pharmaceutical industry |
| title_exact_search | Brand medicine the role of branding in the pharmaceutical industry |
| title_full | Brand medicine the role of branding in the pharmaceutical industry ed. by Tom Blackett and Rebecca Robins |
| title_fullStr | Brand medicine the role of branding in the pharmaceutical industry ed. by Tom Blackett and Rebecca Robins |
| title_full_unstemmed | Brand medicine the role of branding in the pharmaceutical industry ed. by Tom Blackett and Rebecca Robins |
| title_short | Brand medicine |
| title_sort | brand medicine the role of branding in the pharmaceutical industry |
| title_sub | the role of branding in the pharmaceutical industry |
| topic | Farmaceutische industrie gtt Industrie pharmaceutique - États-Unis Marketing gtt Marques de commerce - Choix - États-Unis Merknamen gtt Médicaments - États-Unis - Commercialisation Produits de marque - États-Unis Advertising as Topic Brand choice United States Branding (Marketing) United States Consumer Satisfaction Drug Industry Drug Labeling Drug Packaging Drugs United States Marketing Pharmaceutical industry United States |
| topic_facet | Farmaceutische industrie Industrie pharmaceutique - États-Unis Marketing Marques de commerce - Choix - États-Unis Merknamen Médicaments - États-Unis - Commercialisation Produits de marque - États-Unis Advertising as Topic Brand choice United States Branding (Marketing) United States Consumer Satisfaction Drug Industry Drug Labeling Drug Packaging Drugs United States Marketing Pharmaceutical industry United States USA |
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