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Published by: Datamonitor
Published: Oct. 19, 2001 - 147 Pages
Table of Contents
EXECUTIVE SUMMARY
THE FUTURE FOR PHARMACEUTICAL BRANDING
Key findings
Introduction
Assessing the impact of marketing
Characteristics that define a brand
Quantitative assessment of brand equity
Qualitative assessment of brand equity
Breaking down the ROI: components of the marketing mix
What marketing ROI is possible from effective branding?
Conclusion
The future for pharmaceutical branding
Branding should not be how others do it
What changes to ethical product branding are required for the future?
Conclusion
WHY GO GLOBAL?
Key findings
Introduction
Characteristics of a global brand
Non-pharmaceutical justification for global brands
Impact of pharmaceutical global branding strategy on return on investment
ROI improvements from sales or revenue increases
ROI improvements from cost savings
Intangible benefits of global branding
Global Treatment Algorithms
Global pharmacoeconomic assesments
Opinion Leader Management
Conclusion
Issues controlling the success of a global brand
Choice of brand name
Patient loyalty
Physician awareness
Sponsorship based brand building
Cultural influences over marketing methods
Global branding and pricing
Impact of global branding on shareholder value
Impact of global branding on Pfizer's shareholder value
Brand and company positioning for investor confidence
Conclusion
BRANDING FRANCHISES
Key findings
Introduction
Marketing synergies from franchising
OTC franchises as a model for ethical products
Issues impacting franchising
Patent protection through OTC switching
Loss of marketing:R&D flexibility
Cost of marketing increases
FDA/EMEA Resistance
Conclusion
Best practice branding of franchises
Positioning the company
Positioning operational units
Positioning a named brand
Branding the franchise - conclusions
Which indications benefit most from franchise establishment?
Impact of generic competition
Chronic or acute illness
Choosing fanchise structure
Outcome: to extend the product lifecycle
Outcome: to improve performance of low profile product
Outcome: new product launch leveraging previous brand equity
Conclusion: best practice application of franchising
INTERNET BRANDING
Key findings
Introduction
Patient and physician use and expectation from the Internet
Frequency of usage
Breakdown of usage
A change for the better-Internet branding improved
Branding an information resource
Branding and Internet DTC
Will DTC make it into Europe?
Branding for the patient
Branding for the physician
Conclusion
APPENDIX
Datamonitor's Pharmaceutical Strategy Business Unit
Jennifer Coe
Melanie McCullagh
Jenny Berg
Oliver Sexton
Future reading
AbstractPharmaceutical Branding Strategies: Maximizing ROI Requires Changes in Marketing, provides analysis of benefits and disadvantages of global branding, franchise based marketing and Internet marketing, with recommendations for future best practice. The report gives you access to:
Analysis of the impact on ROI of a global brand and discussion of the problems related to global branding, with case studies of effective solutions Comparison of the methods available to quantify the impact of marketing on revenues and company performance Measurement of the profit potential of franchise based marketing, with case studies highlighting successful strategies
Evaluation of branding strategies on the Internet and how to maximize Internet ROI
Best practice recommendations for branding strategies, and effective use of expertise and resources.
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