Marketing Communications & Branding for Pharmaceutical Products. Big Pharma, Big Brand, Big Picture

      Аннотация: The purpose of this book is to highlight and evaluate the importance of building a strong brand via effective marketing communications within the lifecycle of the pharmaceutical products. Developing a strategic roadmap of messages instead of mass promotion will ensure the gradual build-up of a brand. The best way to achieve this balance is by taking responsibility to the public to act in an ethical manner. Creating a strong brand is not so far away for the pharmaceutical industry which is directly related to public health. The important thing is to be able to build and maintain a trust-based relationship with their stakeholder. Some key information in this book will guide you through the process of building strong brand for both prescription and non-prescription drugs.

Ключевые слова: Marketing Communications, OTC, Pharmaceutical Marketing, prescription drugs, Over-the-counter drugs, Pharmaceutical branding