Healthy Skepticism Library item: 12503

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Journal Article

Angelmar R, Angelmar S, Kane L.
Building strong condition brands
Journal of Medical Marketing 2007; 7:341-351
http://www.palgrave-journals.com/jmm/journal/v7/n4/full/5050101a.html

Abstract:

With blockbuster brands such as Pfizer’s Lipitor, GlaxoSmithKline’s Advair, AstraZeneca’s Nexium and many others, the pharmaceutical industry has demonstrated its expertise in building strong product brands. Product branding-focused marketing, however, leaves many patients untreated. Patients who do not recognise particular symptoms and medical conditions are less likely to seek medical attention and treatment, especially when their family doctor often lacks the time to probe for each and every possible medical condition. Product branding tells consumers about a solution but not about the problem which the solution addresses. Condition branding educates consumers, physicians and other stakeholders about the problem. We propose that the pharmaceutical marketing paradigm be broadened. Pharmaceutical marketers should build strong condition brands, in much the same way as they build strong product brands. Condition branding facilitates customers’ decision-making, contributes to better health and may improve the standing of the pharmaceutical industry, which stands accused of overly aggressive product branding efforts, among other criticisms. When condition and product branding are well coordinated, each enhances the effectiveness of the other, raising patient health and brand sales.

Keywords:
branding, positioning, condition branding, disease branding