It's Not You, It's the Brand

Stratfold, Carla
January 2010
Pharmaceutical Representative;Jan2010, Vol. 40 Issue 1, p22
The article discusses the need for pharmaceutical and biotechnology companies to focus more on brand strategies to gain more attention in the market. It states that they need to create a more dramatic and effective emotional appeal to connect with consumers. It notes that the industry's branding differs from other traditional consumer goods and they are adopting strategies such as a marketing plan and social networking. Companies need strong and clear strategies for their drugs' efficacy.


Related Articles

  • The Secret Marketer.  // Marketing Week;4/4/2013, p15 

    The author describes a discussion at the 2013 Market Research Society Annual Conference in London, England about the importance of online social media networks in brand marketing, arguing that marketers should also invest in advertising in other types of media.

  • Educating and Targeting. Ribotsky, Ken // Pharmaceutical Executive;Jun2011, Vol. 31 Issue 6, p106 

    The author discusses techniques for pharmaceutical companies on how to establish their brands and to make them the best in class in the U.S.

  • The changing face of data insight - And its relationship to brand marketing. Hipperson, Tim // Journal of Database Marketing & Customer Strategy Management;Sep-Dec2010, Vol. 17 Issue 3/4, p262 

    Brand advertising is suffering as a result of social networking on the Internet. This is true both of its speed of reaction and its ubiquity. This process is not helped by the fact that service providers are themselves served by a range of different companies and disciplines, each of which...

  • DISEASE BRANDING: WHAT IS IT, WHY IT WORKS, AND HOW TO DO IT. Parry, Vince // Pharmaceutical Executive;Oct2007 Supplement, p22 

    The article provides information on the importance of disease branding, a marketing strategy of U.S. pharmaceutical firms. The marketing strategy builds new understanding of the seriousness or legitimacy of a condition. Disease branding is also an effective way to push the market to a positive...

  • BRANDING AND BRAND POSITIONING IN PHARMACEUTICAL SECTOR: A RESEARCH. Duzcu, Tuba // Proceedings of the International Multidisciplinary Scientific Ge;2011, Vol. 3, p981 

    This research indicates a methodology for branding and brand positioning in Pharmaceutical Sector. Branding and brand positioning have become an important topic for practitioners in recent years. Branding and brand positioning becomes an important key of how to manage markets effectively. A key...

  • Climb the social ranks. Walmsley, Andrew // Marketing (00253650);11/17/2010, p13 

    The author reflects on the challenges of business companies to rank well in the search engines of social networks. Search consultant Graham Everitt of Reform Digital explains the search algorithms of the social network Facebook Inc., which enables users to create and build unique brand names to...

  • Should Friends Pitch Friends? Coplan, Jill Hamburg // Adweek;12/31/2007, Vol. 48 Issue 47, p26 

    The article examines whether citizen marketers, also known as brand ambassador programs, are a positive trend in the advertising and marketing industry. The article explains that the programs have become particularly popular with social networking web sites, which allow consumers to promote...

  • WHY MARKETERS ARE REDEFINING GROWTH AND REVISITING EMOTIONAL MESSAGES TO CONNECT. Rooney, Jennifer // Advertising Age;5/31/2010, Vol. 81 Issue 22, p16 

    The article presents a roundtable discussion involving marketing executives concerning how marketers can connect with consumers in a post-recession marketplace. Topics include the emotional benefits of branding and the use of online social media. Participants include Southwest Airlines Co....

  • The power and reliability of consistent messaging. FAZEKAS, DAVID // Smart Business Northern California;Mar2013, Vol. 6 Issue 4, p7 

    The article addresses the importance of brand messaging in affecting customer's buying decisions and states that proper messaging through proper channel can lead to growth and success of any business or organization. It mentions that proper design of website that clearly reflects brand message...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics