Changing landscape of pharma marketing

Health_RGB_HRMy InterbrandHealth colleague and friend Rebecca Robins was featured in the WSJ Health Blog offering views on how pharma marketing has changed. Some key take-aways:

  • Companies are starting the brand development process earlier - phase II vs phase III
  • They are thinking more holistically - highlighting emotional, not just functional, benefits
  • Branding clinical trials and shaping perceptions of brand in scientific communication
  • Future trend: far more corporate branding, including savvy use of social media like Twitter

Nice piece, Rebecca!