Brand Medicine

Edited by Tom Blackett and Rebecca Robins

in Palgrave Macmillan Books from Palgrave Macmillan

Date: 2001
ISBN: 978-0-230-52251-0
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Chapters in this book:

Introduction

Tom Blackett

Branding and its potential within the pharmaceutical industry

Tom Blackett

The valuation of pharmaceutical brands

Nick Liddell

The Rx to OTC switch — creating the climate for change

Gary Lyon

Successful switch strategies

Hugh Ferrier

Direct-to-consumer branding — the US perspective

Anne Devereux

Direct-to-consumer branding — Europe and Asia

Rob Benson

The role of advertising in branding pharmaceuticals

Michael Paling

Public relations and its role in pharmaceutical brand building

David Catlett

Clinical development and branding

Stuart Cooper

Pharmaceutical brand name development

Rebecca Robins

Brand packaging design

Jeremy Scholfield and Julian Thomas

Packaging for the elderly

Herbert M. Meyers

Regulatory issues and generic names

Alison Azulay

How to achieve global trade mark protection

Alison Azulay

The government view

Richard Marsh and Gareth Evans

Nutraceuticals

Hugo Ehrnreich

Complementary and alternative medicines

Patricia Tan

The future of branding in the pharmaceutical industry

Tom Harrison

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Persistent link: https://EconPapers.repec.org/RePEc:pal:palbok:978-0-230-52251-0

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DOI: 10.1057/9780230522510

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