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Pharmaceutical Manufacturing and Packing Sourcer
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The global pharmaceutical industry is undergoing profound change, and pharmaceutical companies - traditionally science and sales-driven businesses - must embrace marketing and branding strategies to a much greater extent than they have done in the past. Brand building during the period a new drug remains under patent can help prolong the commercial life of the product once its monopoly status lapses. And strongly branded prescription drugs can make the transition into the over-the-counter (OTC) arena more easily. The role and value of branding in the pharmaceutical industry is changing.
Branding has barely existed in the pharmaceutical industry, yet the word 'brand' is used indiscriminately and, largely, inaccurately. Branding is the act of finding a trademark for a new product, launching it into the marketplace, advertising it, and then giving up all support when the patent lapses.
In the world of consumer goods and services, companies have used branding techniques to achieve competitive advantage for decades. Such techniques involve the development of a set of distinguishing characteristics in the product (or service), which are capable of having a strong and distinctive impression on the customer. If this impression is positive and other factors are in place - typically price and availability - then a purchase decision that favours the brand will generally arise.
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Industry Events |
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FT Global Pharmaceutical and Biotechnology Conference 2008
2-3 December 2008, The Cumberland, London
FT Global Pharmaceutical and Biotechnology Conference is Europe’s pre-eminent industry event attended by leading executives, government decision makers, investors, analysts and other specialist providers. It provides a unique platform to present new perspectives,’ feel the pulse’ of the industry, and network with peers across the sector.
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News and Press Releases |
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“PACK DIFFERENT” with EMBALLAGE 2008
“Business, Innovation, Outlook” are the watchwords for the 38th World Packaging Exhibition which opens in Paris from 17 to 21 November 2008. Fifteen months before the key packaging event of the end of 2008, EMBALLAGE displays its differences to offer you a new edition that is even more representative, international and rich in new features.
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