Healthy Skepticism Library item: 16360

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

Tebbey PW, Bergheiser JK, Mattick RN
Brand momentum: The measure of great pharmaceutical brands
Journal of Medical Marketing 2009 Aug 24; 9:(3):221–232
http://www.palgrave-journals.com/jmm/journal/v9/n3/abs/jmm200921a.html

Abstract:

In today’s market, it is increasingly difficult for biopharmaceutical companies to commercialize products that realize a return on investment. This is because of a combination of escalating regulatory hurdles, increasing competitive intensity, diminishing patent-protection, as well as reimbursement and access pressures. Nevertheless, it is ever more important to maximize commercial potential with a view to fueling future innovation. Therefore, we propose that imperative learning can be derived from benchmarking the most successful brands, dependent upon whether ‘success’ can be measured in a manner that is both relevant and reliable. Accordingly, we propose a model that analyzes tangible and mutually independent components of brand performance. By measuring the distinct aspects of size, speed and sustainability, the Brand Momentum model has the capacity to compare between brands with different in-market time periods. The results of our analysis have confirmed the uniqueness of the pharmaceutical marketplace by highlighting selected characteristics of pharmaceutical products that are not shared across the broader non-pharma marketplace. Moreover, this analysis of the most successful brands has spawned strategic learning and focus for new product development.

Keywords:
pharmaceutical brand success, brand momentum, strategic intent, benchmarking