Taken from the article "Nine Prescriptions for Brand Health" originally published in the magazine Market Leader, here comes seven tips about brand value for companies, which do not sell directly to the consumer with its focus on the pharmaceutical industry.

1. SEVEN PRESCRIPTIONS
FOR BRAND HEALTH
By Robin Cleland, Lars Finskud & Vittorio Raimondi
Companies in the pharmaceutical industry, like most companies which do not sell direct to the consumer, have
a limited understanding of the value of branding. The authors, all with considerable experience of how
branding works in different sectors, provide a valuable, well illustrated guide to why branding is essential when
growth stalls in the pharmaceutical industry.

2. Pharmaceutical companies still focus on
managing patents, not brands
When launching a new drug; then focus on
building a brand from the outset and develop
a plan to leverage it beyond patent expiration

3. Pharmaceutical companies generally still
focus on the healthcare professional as
their main 'customer'
Establish fact-based clarity on the roles, interactions
and changing influences all of the stakeholders
(including the patients) have on treatment and brand
choice ⎼ and develop coherent strategies for each

4. Pharmaceutical companies generally sell
treatments – whereas patients want
therapy solutions
Developing therapy solutions integrating: diagnostics,
medication, monitoring, and ongoing support solutions
will enhance patient well-being and positive outcomes -
justifying a price premium and differentiating from
generics to compete effectively for choice

5. Pharmaceutical companies often fail to
apply appropriate risk management
techniques to building sustainable brands
Pharmaceutical companies too often have too much at stake
on a few compounds in internal development – going forward
success is much less about inhouse R&D and much more about
securing options to participate in and commercialize high
potential ventures – becoming the partner of choice

6. Pharmaceutical companies need to
consider balanc of investments in drugs
developments vs. market development
Its vastly expensive to take a drug through to approval –
yet, once approved, investments in developing a clear
understanding of the underlying market and business
dynamics driving performance is often squeezed

7. Pharmaceutical companies that effectively
transition from profiling suffering to a
needs-based segmentation stand to gain
By developing a deep understanding of the full attitudinal
and behavioural characteristics of the patients, doctors
and other HCP stakeholder segments, productivity of
sales and marketing can be increased significantly

8. Brand communication is still centred
on science, not customer benefits
Good science is essential – but it should be paired
with communicating and providing a full value
proposition that addresses both the emotional
and physiological needs of customers – to ensure
a higher rate of positive outcomes

9. Want more information?
Read the whole article:
https://issuu.com/larsfinskud/docs/nine_prescriptions_for_brand_health