• Market Research
• Customer Relationship Management (CRM)
• Relationship Marketing
• eMarketing and ePromotion

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Brand Marketing Reprint Package - SAVE A BUNDLE!

Order this Reprint Package and get all the following reprints for a SPECIAL reduced package rate:

• Branding as a Management Tool in Pharma
• Branding Internally: Think Brand, Not Product
• Emotions, Focus and Storytelling: How Cialis is Challenging Viagra
• Evolve Your Brand into a Relationship with Consumers and Physicians
• The New Branding Model: From Blockbusters to Targeted Therapies
• The Revitalized Brand: Creating a New Brand Image from an Old Product

See the list below for a short description of each reprint in the package (you can also order the reprints separately).

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The Brand Marketing Mix

This article is a summary of a presentation made before a pharmaceutical brand team on marketing tactics that are viable now and in the future, how to avoid risk by balancing risk vs. impact, and what the marketing mix trends will be one to five years out.

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Blogs and the Pharmaceutical Industry

This article presents the basics of blogging and offers several examples of how pharmaceutical companies and marketers can use blogs effectively without shooting themselves in the foot!

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Before you buy this reprint, take a look at the DTC Advertising Reprint Package, which contains this reprint and other articles on the topic of sales force effectiveness.

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Branded Physician Education: How to Integrate Promotion and Education

MedPoint Communications, a marketing and educational services company headquartered in Evanston, IL, manages multi-channel, 'within label medical education' programs for its pharmaceutical clients.

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Branding as a Management Tool in Pharma

The views of Jesper Kunde, one of Europe's fastest-rising marketing gurus and author of the book Corporate Religion, are reviewed in this article.

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Before you buy this reprint, take a look at the Brand Marketing Reprint Package, which contains this reprint and other articles on the topic of brands and brand marketing in pharma.

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Branding Internally: Think Brand, Not Product

Creating brand loyalty as opposed to product loyalty allows marketers to maximize a product's sales potential. However, this requires that brand teams understand the difference between the philosophy of "brand" versus that of "product." Thomas Willard, Vice President of Marketing at Schwartz Pharma, Inc., discusses the difference between 'product' and 'brand' and identifies the personnel beyond the marketing team that should be encouraged to buy-in to brand thinking.

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Before you buy this reprint, take a look at the Brand Marketing Reprint Package, which contains this reprint and other articles on the topic of brands and brand marketing in pharma.

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Building a Blockbuster

TNS Healthcare research suggests that you can enhance your chances of building a blockbuster brand by developing a customer-driven approach that focuses more on building relationships with physicians than does the traditional detailing model. In support of this, TNS surveyed primary care physicians in the US and 5 European countries. The results are summarized in this article.

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Controlling Your Brand's Switch Destiny

An effective strategy for maximizing the profitability of a switch begins prior to even Rx approval. The optimal timing of the actual switch may not always coincide with the end of patent protection, bottoming Rx sales, or loss of competitive advantage. Multivariate models are now available to help pharmaceutical marketers develop more preemptive strategies for switching.

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Before you buy this reprint, take a look at the Brand Marketing Reprint Package, which contains this reprint and other articles on the topic of brands and brand marketing in pharma.

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Emotions, Focus and Storytelling: How Cialis is Challenging Viagra

So who wants to go head-to-head with Viagra? The ultimate pharmaceutical mega-brand: a blockbuster drug, with a superbly executed global campaign, an urban legend. According to Blair Waite, Brand Manager, Global Marketing for Eli Lilly and Co., Viagra is now the world's 2nd most recognized brand name, after Coca Cola.

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Before you buy this reprint, take a look at the Brand Marketing Reprint Package, which contains this reprint and other articles on the topic of brands and brand marketing in pharma.

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The European eMarketing Scene: Desperately Seeking Strategy

The pharmaceutical industry is struggling to develop an eMarketing strategy in Europe, which is comprised of many relatively small markets (the member countries of the EU) having significant cultural and language differences.

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European Online Marketing Survey Results

This article presents selected results from a survey of pharmaceutical experts on eDetailing and Online Marketing conducted in 2005 by eyeforpharma, MediQuality, and PharmiWeb Solutions.

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Helping Pharma eMarketing "Grow up"

eMarketing Benchmarks

Pharmaceutical marketers are continually challenged by their superiors to quantitatively measure the return on investment (ROI) of their campaigns. This is especially true for their eMarketing initiatives.

So, how do you know which online tactics are giving you the best return on your investment? To get started it is helpful to compare and contrast your own online strategy's performance against competitive and perceived "best-of-class" tactics to evaluate the effectiveness of online programs, emulate effective strategies, and establish best practices. In other words, you need some eMarketing benchmarks.

This article summarizes a Pharma Marketing Talk conversation with Carolina Petrini, SVP, Marketing Solutions, comScore, regarding her company's consumer e-marketing effectiveness benchmarks for the pharmaceutical industry.

Topics and issues covered include:

• eMarketing Benchmarks
• Methodology
• Prospects vs. Patients
• Favorability Benchmarks
• Conversion/New Starts Benchmarks
• Change in Norms Over the Years
• What about Web 2.0?
• How to Use the Benchmarks

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Preliminary results from a survey of Pharma Marketing News readers about their views regarding industry sponsorship of accredited CME, including views on value, bias, ACCME firewalls, and alternative means of CME support.

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Global Digital Asset Brand Management

There is a need to leverage rich media content across Rx brands and marketing campaigns on a global scale. This article is a review of ClearStory Systems' ActiveMedia, which is an example of a next-generation digital asset management (DAM) solution for managing rich media.

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Got Game? Online Pharma Advergaming

While advergaming seems to work for the consumer package goods industry, will it also work for pharmaceuticals?

Topics covered include:

• The Game: Give Your Legs a Rest
• Not Medical Advice; Also Not Educational!
• It May Fly in Battlecreek, But Not in Raritan!
• Rx Drugs Require More Than Branding

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Hard Sell: The Evolution of a Generation X Salesman

This scathing review of the book 'Hard Sell: The Evolution of a Viagra Salesman,' which is a tell-a-lot-but-not-all about pharmaceutical sales, explores the connection between flagging sales force effectiveness and the generation gap between Boomers and Gen-Xers. 'Dude,' read it!

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Measuring Consumer Sentiment About Prescription Drugs

At a recent Pharma Marketing Talk podcast, John Mack spoke with Mark DePaoli, life sciences analyst at BrandIntel, an online information service, about mining CGC to evaluate consumer sentiment about pharmaceuticals. This article summarizes that discussion and presents a case study analysis comparing consumer sentiment of Botox vs. Restalyne.

Topics covered include:

• The CGC/UGC Landscape - some statistics
• Case Study: Botox vs. Restalyne
• Impact of Advertising on CGC
• Monitoring Adverse Events in Conversations

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The New Branding Model: From Blockbusters to Targeted Therapies

Targeted therapies, based upon genotype, require a new brand model that addresses smaller segments of the population. This model, according to Francoise Simon, professor of marketing at the Columbia University Graduate School of Business, requires a fundamental reorganization of the biopharma value chain, from discovery to manufacturing and marketing.

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Before you buy this reprint, take a look at the Brand Marketing Reprint Package, which contains this reprint and other articles on the topic of brands and brand marketing in pharma.

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Optimizing DTC Performance

How TNS Healthcare helps clients build a lifetime connection between consumers and brands.

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Pharma Trends to Watch in 2006

This is the time of the year when we all look into our crystal balls and try to come up with predictions for the new year. This article summarizes the collective wisdom from respondents of the 2006 Pharma Trend Survey and participants of the Pharma Marketihng Roundtable. Includes sections:

• Increase in Generic Competition
• Brands Caving-In to Generic Onslaught?
• Brand Differentiation

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Print DTC: How Does It Measure Up?

Over 60 drug ads that appeared in several major consumer magazines were analyzed. In each, the space allocated to images, benefit statements, risk information, and the brief summary was measured. This article summarizes the findings.

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