Building strong condition brands

Angelmar, Reinhard; Angelmar, Sarah; Kane, Liz

doi:10.1057/palgrave.jmm.5050101

Cited by 28 publications

(23 citation statements)

References 8 publications

(6 reference statements)

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“…The corresponding communication goals are to increase the need for vaccination, and to create brand preference and a high willingness to pay. This requires positioning the disease (Angelmar et al 2007 ) in addition to positioning the brand and supplier. Personal selling via key account management is the key communication channel.…”

Section: Communicationmentioning

confidence: 99%

Vaccine Marketing

Angelmar¹,

Morgon²

2013

International Series in Quantitative Marketing

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Long perceived as an unattractive segment of the pharmaceutical industry, most of the leading fi rms have stepped up vaccine investments in recent years. Unlike mainstream pharmaceuticals, vaccines generally treat healthy individuals, most are administered only once or very infrequently during a life time, and they engender positive externalities, because vaccinated individuals reduce the risk of transmission to unvaccinated persons, leading authorities to mandate some vaccinations. Resistance to vaccination may lead to immunization failure and disease resurgence.The public and private market each account for about one-half of the global vaccine market in value. Bringing new vaccines to market requires carefully orchestrated programs targeting the multiple types of customers. For example, in parallel with the clinical development program designed to obtain FDA approval for its HPV vaccine Gardasil, Merck developed health-economic evidence to obtain a positive recommendation for vaccination and public fi nancing. Physician educational programs and unbranded DTC campaigns were started many months prior to launch. Following FDA approval and positive vaccination and public fi nancing recommendations, Merck developed market access programs targeted at states and private insurers, and launched branded physician and DTC campaigns.Successful global diffusion of a vaccine generally requires the development of a tiered pricing policy which takes country differences in per capita income into account.A successful launch often creates new problems for vaccine marketers. They must maintain the motivation to engage in and pay for vaccination despite the quasi-disappearance of the disease. And they must combat anti-vaccination information claiming that the vaccine is the cause of serious side effects.

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Section: Communicationmentioning

confidence: 99%

Vaccine Marketing

Angelmar¹,

Morgon²

2013

International Series in Quantitative Marketing

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“…Ultimately, the pharma business can derive significant benefit from the success of a brand. 8 Reviewing the literature, it was established that the historical experiences of some well-established brands of medicines are often poorly explored and exploited in relation to newly developed medicines. Branding repurposing was successfully used with Enbrel, and the brand value was successfully expanded beyond rheumatoid arthritis, 9 and Tamiflu, which has been Takeda, London, UK repurposed for swine flue after its waning use in prevention of seasonal influenza.…”

Section: Introductionmentioning

confidence: 99%

Branding of new and generic/biosimilar products: New concepts and methods (in-depth qualitative study)

Kudrin

2014

Journal of Generic Medicines

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This mixed research design is based on qualitative analysis of secondary data from publicly available corporate material and primary data collected via comprehensive in-depth interviewing of 28 experts, spending approximately 42 h of face-to-face interaction with pharmaceutical industry experts, who included marketing personnel, medical directors, patient groups, advertising and regulatory agencies. Any new original, generic or biosimilar product faces many opportunities and challenges in relation to branding and the imminent global commercialization. The study concludes that there is a significant armamentarium of media-related activities, which can be used in branding: media-assisted campaigns, blogging, celebrity endorsement and close cooperation with patient support groups. Based on findings from this study, companies developing new products should devise their branding strategy as early as possible during the initial stages of development and allocate appropriate corporate resources for collaboration with media and patient support groups. In addition, the pharmaceutical industry should prioritise branding architecture strategies that could foster internal and external relationships around an entire product portfolio, maximise brand value, competitive strength and longevity.

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“…According to industry articles, while product branding promotes a specific solution, condition branding ‘educates consumers, physicians and other stakeholders about the problem’ 1. For example, when the blockbuster drug Prozac (fluoxetine) was nearing the end of its patent life, the company sponsored the creation of the condition premenstrual dysphoric disorder, depicted as a more serious form of premenstrual syndrome, before marketing Sarafem (fluoxetine), which was simply repackaged Prozac 2.…”

mentioning

confidence: 99%

“…It was important to cast ED as a medical condition, rather than a psychological condition, or a normal effect of ageing. To help medicalise the condition, a questionnaire tool was created that subdivided the condition into mild, moderate and severe versions 1. Researchers paid by Pfizer published studies about the high prevalence of ED, the importance of treating it and the availability of questionnaire tools 3.…”

mentioning

confidence: 99%