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Published by: Datamonitor
Published: Jul. 7, 2001 - 88 Pages
Table of Contents
DATAMONITOR HEALTHCARE
Introduction
Market context
Customer focus
Competitor dynamics
The future decoded
Action points
INTRODUCTION
What is this report about?
Who is the target reader?
How to use this report
MARKET CONTEXT
Introduction
Key findings
What is a brand?
The Internet-why is it a key medium?
Pharmaceutical branding-distinctions within it
Corporate branding on the Internet
Developing a Web presence-standing out from the crowd
Creating an Internet corporate brand
Emerging patterns within the pharmaceutical market
Increasing public access to corporate information
Education and branding
The convergence of the pharmaceutical and technology industries
The influence of the EMEA in Europe
The entrance into Asia-multiple corporate brands
Conclusions
CUSTOMER FOCUS
Introduction
Key findings
The target audience
Physicians
Patients
Other
IMPACT data-general consumer use of the Internet
Measuring customer impact
Intranets and extranets
Using a service provider
Pharmaceutical PR and marketing companies
General-focus branding agencies
Market leaders and emerging companies
Conclusions
COMPETITOR DYNAMICS
Introduction
Key findings
Distinctions between pharmaceutical and biotech branding
Post-merger branding
The convergence of bioscience and technology
Dual-market branding
Cross-company branding
Case study-Aventis
Conclusions
THE FUTURE DECODED
Introduction
Key findings
The emergence of dual-branding
The globalization of the corporate brand
The branding of ideas
The influence of public knowledge
The development of extranets
Conclusions
ACTION POINTS
Introduction
Key findings
APPENDIX
Bibliography
Relevant links
SPP writing team
How to contact experts in your industry
AbstractCorporate Branding on the Internet: A Strategic Guide for the Pharmaceutical Industry provides a unique tool for companies aiming to build a corporate presence on the Internet.
The report contains the following analysis:
Highlights the divide between the physician, investor and employee audiences, and evaluates the means of building a brand that appeals to all. Find out how your brand can be developed to bridge these audiences.
Examines branding agencies in Europe and the US, their experience in the pharmaceutical industry and their knowledge of the Internet. Discover which agency is right for your company.
Discusses the emergence of biotechnology branding, and the pressures of building a presence across both the pharmaceutical and technology investment markets. Learn how this can be achieved successfully.
Analyzes Datamonitor's proprietary survey data to evaluate the Internet behavior of both physicians and consumers, and the impact this has on the corporate brand. Find out exactly what your customers want.
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