The healthcare and biopharmaceutical field is increasingly crowded in many areas, with mounting cost pressures and new entrants wanting to carve out a piece of this profitable and growing industry.
As new products are launched in competitive specialties, pharmaceuticals go off patent or new applications are found for existing moieties, the need to differentiate and brand products has never been greater.
This holds true for both OTC and prescription drugs, because physicians essentially respond to the same stimuli as consumers, though they may not be aware of it. Consumers and healthcare providers are similarly pressed for time and are overwhelmed by competing brands with conflicting claims and messages in the din of today’s marketplace.
That’s where a creative solution that stands out above the rest and truly captures the beholder’s attention can add considerable value. It’s not just about costs, benefits and side effects any more, but also about lifestyle and managing the patient’s quality of life.
From laboratory moety to market brand: Nobel-prize winning 1921 discovery from the University of Toronto becomes commercial pharmaceutical product by Eli Lilly sixty years later
In the meantime, the marketplace has dramatically changed with our current economically much more challenging times. Images of smiling patients no longer fully connect with today’s weary consumers. It takes considerably more to create market pull.
Consumers are demanding increasing transparency, governments are tightening regulations, while hospitals are managing costs and improving safety. This confluence of factors increases both the insecurity of patients and the pressure on healthcare providers. Consumers usually seek comfort in brands across all industries and pharmaceuticals are no exception.
Securing, managing, and investing in brands from OTC to prescription drugs and medical devices has become an increasingly strategic issue in the industry. Blockbuster drugs are much harder to develop and R&D expenditures have increased dramatically. On the other hand, the leverage brands can provide translates into goodwill and loyalty manufacturers can take to the bank.
Healthcare communications is a specialty area in which ckdt has a solid track record.
Talk with someone who knows healthcare marketing. Contact ckdt today.
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Brand Leverage in Healthcare
The healthcare and biopharmaceutical field is increasingly crowded in many areas, with mounting cost pressures and new entrants wanting to carve out a piece of this profitable and growing industry.
As new products are launched in competitive specialties, pharmaceuticals go off patent or new applications are found for existing moieties, the need to differentiate and brand products has never been greater.
This holds true for both OTC and prescription drugs, because physicians essentially respond to the same stimuli as consumers, though they may not be aware of it. Consumers and healthcare providers are similarly pressed for time and are overwhelmed by competing brands with conflicting claims and messages in the din of today’s marketplace.
That’s where a creative solution that stands out above the rest and truly captures the beholder’s attention can add considerable value. It’s not just about costs, benefits and side effects any more, but also about lifestyle and managing the patient’s quality of life.
From laboratory moety to market brand: Nobel-prize winning 1921 discovery from the University of Toronto becomes commercial pharmaceutical product by Eli Lilly sixty years later
In the meantime, the marketplace has dramatically changed with our current economically much more challenging times. Images of smiling patients no longer fully connect with today’s weary consumers. It takes considerably more to create market pull.
Consumers are demanding increasing transparency, governments are tightening regulations, while hospitals are managing costs and improving safety. This confluence of factors increases both the insecurity of patients and the pressure on healthcare providers. Consumers usually seek comfort in brands across all industries and pharmaceuticals are no exception.
Securing, managing, and investing in brands from OTC to prescription drugs and medical devices has become an increasingly strategic issue in the industry. Blockbuster drugs are much harder to develop and R&D expenditures have increased dramatically. On the other hand, the leverage brands can provide translates into goodwill and loyalty manufacturers can take to the bank.
Healthcare communications is a specialty area in which ckdt has a solid track record.
Talk with someone who knows healthcare marketing. Contact ckdt today.