Brand Medicine: The Role of Branding in the Pharmaceutical Industry

337 Pages·2001·1.769 MB·English

by  Tom Blackett, Rebecca Robins (eds.)

Brand Medicine
The Role of Branding in the
Pharmaceutical Industry
Edited by
Tom Blackett and
Rebecca Robins
BRAND MEDICINE
Other books by Interbrand:
Nicholas Kochan The World’s Greatest Brands
Paul Stobart Brand Power
Rita Clifton and Esther Maughan The Future of Brands
Susannah Hart and John Murphy Brands: The New Wealth Creators
Tom Blackett Trademarks
Tom Blackett and Bob Boad Co-Branding: The Science of Alliance
Brand
Medicine
THE ROLE OF BRANDING IN THE
PHARMACEUTICAL INDUSTRY
Edited by
Tom Blackett
and
Rebecca Robins
© Tom Blackett and Rebecca Robins 2001
Individual chapters © contributors 2001
Softcover reprint of the hardcover 1st edition 2001 978-0-333-93098-4
All rights reserved.No reproduction,copy or transmission of
this publication may be made without written permission.
No paragraph of this publication may be reproduced,copied or
transmitted save with written permission or in accordance with
the provisions of the Copyright,Designs and Patents Act 1988,
or under the terms of any licence permitting limited copying
issued by the Copyright Licensing Agency,90 Tottenham Court
Road,London W1P 0LP.
Any person who does any unauthorised act in relation to this
publication may be liable to criminal prosecution and civil
claims for damages.
The authors have asserted their right to be identified as the
authors of this work in accordance with the Copyright,
Designs and Patents Act 1988.
First published 2001 by
PALGRAVE
Houndmills,Basingstoke,Hampshire RG21 6XS and
175 Fifth Avenue,New York,N.Y.10010
Companies and representatives throughout the world
PALGRAVE is the new global academic imprint of
St.Martin’s Press LLC Scholarly and Reference Division and
Palgrave Publishers Ltd (formerly Macmillan Press Ltd).
ISBN 978-1-349-42588-4 ISBN 978-0-230-52251-0 (eBook)
DOI 10.1057/9780230522510
This book is printed on paper suitable for recycling and
made from fully managed and sustained forest sources.
A catalogue record for this book is available
from the British Library.
Cataloging-in-Publication Data is available from the Library
of Congress
Editing and origination by
Aardvark Editorial,Mendham,Suffolk
10 9 8 7 6 5 4 3 2 1
10 09 08 07 06 05 04 03 02 01
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 1
Part I
The Pharmaceutical Industry: Science meets
Business
1 Branding and its potential within the pharmaceutical
industry TOM BLACKETT Interbrand 9
A short history of brands 9
Brands as business assets 10
Branding in the pharmaceutical industry 12
Why branding is important 14
Building brand values 16
Building brand strategy 19
Timing 22
Patient power 22
Conclusions 25
References and further reading 26
2 The valuation of pharmaceutical brands
NICK LIDDELL Interbrand 27
Relevance of brand valuation to the pharmaceutical industry 27
v
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
Rx to OTC Switching
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
The Rise of Patient Power
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 Bates Health World 95
The globalizing world of pharmaceuticals 96
DTC – reaching the wider horizon 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
Brand Development
9 Clinical development and branding
STUART COOPER Adelphi 143
Healthcare environment and trends 143
Role of global branding 144
Pharmaceutical branding – the talk 145
Developing brand values and vocabulary – the walk 147
Conclusion 149
Reference 150
10 Pharmaceutical brand name development
REBECCA ROBINS Interbrand 151
Importance of a name 151
The global landscape 152
The language barrier 152
The legal labyrinth 153
CONTENTS ix
Creation of a brand name 154
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 168
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 Mark and Regulatory 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 Markforce Associates 211
Trade mark creation guidelines – a legal perspective 211
Multiple trade marks 213
Trade mark assignment 213
Trade mark filings 214