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Healthy Skepticism Library item: 13213

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

 

Publication type: Journal Article

Griffiths S.
Pharmaceutical branding: 'To brand or not to brand'
Journal of Medical Marketing 2008; 8:(2):113–118
http://www.palgrave-journals.com/jmm/journal/v8/n2/abs/5050125a.html


Abstract:

The UK pharmaceutical industry has witnessed many changes in the last ten years, adapting to new government regulations, price competition and parallel import from Europe. Many theorists in the mid-1990s forecasted the end of sales forces and direct marketing techniques in favour of small divisions focussing on specific Primary Care Trusts. Two quantitative and two qualitative arms to the research were used. In the GP quantitative surveys, a statistical preference towards the use of medical sales representatives and advertising was found. Brand loyalty was revealed as a reason for prescribing more expensive branded medicines over cheaper generic alternatives. Advertising was found to influence GP prescribing in addition to direct selling techniques. The majority of pharmaceutical companies have restructured or currently undergoing the process to make the field force teams more effective. This paper has uncovered the existence of brand loyalty among healthcare professionals and investigated the marketing methods commonly used to communicate these brand messages. The paper has uncovered a significant level of change and uncertainty over the last ten years but clearly identifies the effectiveness of traditional direct marketing techniques and predicts the rapid expansion of direct to consumer marketing to secure the future many pharmaceutical brands.

Keywords:
marketing, branding, equity, loyalty, pharmaceuticals, medical

 

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As an advertising man, I can assure you that advertising which does not work does not continue to run. If experience did not show beyond doubt that the great majority of doctors are splendidly responsive to current [prescription drug] advertising, new techniques would be devised in short order. And if, indeed, candor, accuracy, scientific completeness, and a permanent ban on cartoons came to be essential for the successful promotion of [prescription] drugs, advertising would have no choice but to comply.
- Pierre R. Garai (advertising executive) 1963