{"id":3520,"date":"2004-06-01T00:00:00","date_gmt":"2004-06-01T00:00:00","guid":{"rendered":"http:\/\/www.pharma-mkting.com\/index.php\/2004\/06\/01\/pmn36-article04\/"},"modified":"2019-02-18T18:03:43","modified_gmt":"2019-02-18T18:03:43","slug":"pmn36-article04","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmn36-article04\/","title":{"rendered":"The New Branding Model: From Blockbusters to Targeted Therapies"},"content":{"rendered":"<p>The New Branding Model        From Blockbusters to Targeted Therapies<br \/>The pharmaceutical industry is in the midst of a &#8220;perfect storm.&#8221; The traditional blockbuster approach is yielding diminishing returns while post-genomic research is driving towards personalized medicine. The result is an inflection point, where the emphasis on blockbusters and traditional mass-marketing is being challenged by the new paradigm of personalized medicine.  <\/p>\n<p> Targeted therapies, based upon genotype, require a new brand model that addresses smaller segments of the population. This model, according to Francoise Simon, professor of marketing at the Columbia University Graduate School of Business,   requires a fundamental reorganization of the biopharma value chain, from discovery to manufacturing and marketing. She was speaking at a recent World Congress on Pharmaceutical Marketing held in Philadelphia, PA. <\/p>\n<p> Topic headings: <\/p>\n<ul>\n<li>At an Inflection Point <\/li>\n<li>Biologics are Big Business <\/li>\n<li>Evidence-Based Marketing <\/li>\n<li>Lamisil: A Case Study <\/li>\n<li>Absolute Shift to Personalized Medicine Unlikely <\/li>\n<li>Possible Future Scenarios<\/li>\n<\/ul>\n<p><b>Read this article now. It&#8217;s FREE&#8230;<\/b> <\/p>\n<p><b><a href=\"http:\/\/www.news.pharma-mkting.com\/pmn36-article04.pdf\">Download PDF file<\/a><\/b><\/p>\n<\/p>\n<p>PMN36-04<br \/> Issue: Vol. 3, No. 6: June 2004<br \/> Word Count: 1364 <\/p>\n<p\/>   <b>Find other articles in related Topic Areas:<\/b>  <\/p>\n<ul>\n<li><a href=\"http:\/\/www.news.pharma-mkting.com\/PMNbrandingReprints.htm\">Brand Marketing<\/a><\/li>\n<li><a href=\"http:\/\/www.news.pharma-mkting.com\/PMNphysMktingReprints.htm\">Physician Marketing &amp; Promotion<\/a><\/li>\n<li><a href=\"http:\/\/www.news.pharma-mkting.com\/PMNstrategyReprints.htm\">Strategic Marketing &amp; Planning<\/a> <\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Targeted therapies, based upon genotype, require a new brand model that addresses smaller segments of the population. This model, according to Francoise Simon, professor of marketing at the Columbia University Graduate School of Business, requires a fundamental reorganization of the biopharma value chain, from discovery to manufacturing and marketing.<\/p>\n","protected":false},"author":2,"featured_media":13101,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[53,6],"tags":[],"topic":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The New Branding Model: From Blockbusters to Targeted Therapies - Pharma Marketing Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmn36-article04\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The New Branding Model: From Blockbusters to Targeted Therapies - Pharma Marketing Network\" \/>\n<meta property=\"og:description\" content=\"Targeted therapies, based upon genotype, require a new brand model that addresses smaller segments of the population. 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