Brand Medicine: The Role of Branding in the Pharmaceutical Industry|
by Tom Blackett (Editor), Rebecca Robins (Editor)
As governments seek to mitigate the cost of state-subsidized healthcare,
branding in the pharmaceutical industry has become a critical issue. Drugs
companies must change their methods of communication and distribution--focusing
more on their direct relationship with the consumer. This requires fundamental
changes in consumer behavior, access to information, freedom of choice, and
value for money. Brands and brand values will play a leading role in this
process, as has been seen with products such as Prozac and Viagra. This book by
Interbrand Newell and Sorrell, the world's leading branding consultancy,
provides cutting-edge thinking on this area and lessons for anyone involved in
brand development and management.
About the Author
Tom Blackett is Group Deputy Chairman of Interbrand. He is the author of,
Trademarks and the co-author of, Co-Branding, both published by Palgrave.
Rebecca Robins is a Senior Consultant of Interbrand Healthcare in New York.
Prior to joining the New York office, she worked in the London office of
Interbrand for four years.
Hardcover: 336 pages
Publisher: Palgrave Macmillan (August 11, 2001)