Introduction:
Pharmaceutical companies are under increasing pressure to rethink current sales and marketing initiatives due to spiraling promotional costs and falling ROI from physician detailing. Consequently, product branding strategies need to gain maximum exposure by using marketing campaigns that utilize the Internet as a key promotional tool to develop long-term relationships with a product’s audience.
Scope:
* Analysis of key product branding strategies used by product and brand managers interviewed in Europe and the US
* Case studies are used to illustrate the strategic use of online branding by pharmaceutical companies
Report Highlights:
Pharmaceutical companies are under increasing pressure to accelerate both physicians’ and patients’ interest in their pharmaceutical product brands. Public relations (PR) exercises are a useful strategy for initiating interest and should be used as part of a highly targeted on- and offline marketing campaign.
Addressing patient compliance must become an industry focus and can be achieved through an optimally integrated on- and offline marketing mix, creating the favorable patient experience required to build brand loyalty.
Investment in online promotion is expected to increase substantially over the next five years. Companies can maximize their online promotional ROI from identifying the product lifecycle stages that benefit most from increased marketing efforts.
Reasons to Purchase:
* Understand which strategies successfully build brand awareness among patients and physicians for a marketed product.
* Identify which branding initiatives can be used to increase promotional ROI throughout a product’s lifecycle.
* Understand how franchise branding enables a marketer to fully capitalize on a portfolio’s brand equity.
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