My 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!