Product Branding, e-Marketing May Be Underutilized
Vol. 2, No. 5: May 2003
THIS IS A SUMMARY
Strengthened pharmaceutical branding and increased utilization of online marketing tools can have a significant impact on the revenue and market value of pharmaceutical firms, according to a presentation by Bill Trombetta, professor of pharmaceutical strategy and marketing at The Erivan K. Haub School of Business at St. Joseph’s University.
Effective branding and marketing are important to the success of virtually any business. Their significance to the pharma industry, however, is underscored by the negative public image the industry currently carries. According to Trombetta, two feature films and two books are expected to be released in the coming months in which the pharmaceutical industry is portrayed as “the bad guy.”
