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                 HEALTHCARE bRANDING
                 consumer-driven healthcare and the future of pharmaceutical branding are more closely
                 intertwined than ever before. carla Stratfold, ceo, onRequest images, discusses four

                 ‘prescriptions for change’ pharma companies are going to need if they are to compete.
                                   here’s a new patient profile that is changing   model gave them a fixed amount of money for their run
                                   the way we do medicine and those who            of care, theoretically giving the doctor the incentive to
                                   fit the profile aren’t going to play by the     improve the overall health of the patient, “because the
                                   old rules. Three significant developments       healthier the patient, the more money the doctor could
                                   during the last two decades have                keep,” surmised Alex Spiegel in a story for in
                 helped to reshape what patients used to be. The first was         October 2009.
                 direct-to-consumer advertising of prescription medications,         This system, however, led to more denials of tests,
                 which got its inauspicious start in the mid-1980s, came into      medications and operations, and subsequently shocked
                 its own during the late 1990s with relaxed FDA control            patients into a brutal realization. “They became angry
                 and continues today. Provocative print and television             and started researching why they should get things.
                 advertisements began driving people to their healthcare           Because often, physicians — I hate to say it — were
                 providers asking about specific medications and whether           looking out for their bottom line, and if they withheld
                 or not they fully understood the drug and its claims or           services they could make more money,” said Dr Joseph
                 contraindications. These advertisements empowered                 Zebley. He also explained how patients then flocked
                 patients to question their physicians and to begin advocating     online to find answers or looked things up in the library
                 for more control of their own healthcare.                         and photocopied the information they’d found. Armed
                    Next, the ubiquitous acceptance of the Internet gave           with this information, patients visited their physicians
                 rise to an enormous digital Physician’s Desk Reference,           claiming ‘I think I have this, I think I need this’.
                 wherein an endless amount of medical information
                 could be easily accessed by anyone with interest and a            Building Brand loyalty
                 computer connection. Lastly, in the 1990s, the emergence          These developments have sparked a healthcare reform
                 of the health maintenance organization (HMO) style of             debate, whereby consumers and pharma companies are
                 medical care, hoping to help rein in healthcare costs, put        being accused of helping drive up costs. Consumers, for
                 primary care physicians in charge of patients. The new            becoming more demanding about how their healthcare
                                                                                   dollar is being spent, as well as knowing more about what
                                                                                   options are available to them using empowering tools
                                                                                   such as the Internet; and pharma companies for spending
                                                                                   billions (approximately $4.2 billion in 2005, up from
                                                                                   $2.8 billion in 2002) courting that group of advertisers
                                                                                   and potentially raising drug prices to protect profits in the
                                                                                         face of growing scrutiny from Washington. A recent
                                                                                          poll conducted by the Lombardo Consulting Group
Description: Pharma companies must ensure that their brand will work in motion-based media. A blockbuster brand requires promotion in television advertisements and perhaps on YouTube or other uses of online video. Branding activity must extend beyond conventional print.
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