Optimizing Brand Equity Pre-Launch through Patent Expiry and Beyond!
There are few new blockbusters on the horizon and many profitable drugs are coming off patent. Pharmaceutical companies have scarce resources to deal with this situation and every function wants to be taken seriously when these resources are marshalled and everybody wants a seat at the decision-making table. If pharmaceutical marketers want seats at the table, then they must show how marketing can contribute to long-term company financial performance.
What’s the real value marketers can provide over the years ahead? Data and methodological limitations will not be accepted as an excuse, according to Friedman. The mandate is to dig deeper, think differently and come up with ideas for creating long-term value in the brand.
Topics and issues covered include:
- Don’t Leave Money on the Table
- Realizing Brand Value After Expiry
- Brand Architecture Models
- Understanding Equity Flows
- The Role of Communications
- Best Communication Management Practices
- Optimize the Franchise
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PMN65-02
Issue: Vol. 6, No. 5: May 2007
Word Count: 2602
