Pharmaceutical Executive-10-15-2007

Lynn Upshaw posits that marketing with integrity is key to success in these skeptical times. To do so, a company has to live its brand. In his book, Upshaw tells you how.

The ability to review what people are saying about a brand has become a hot topic among pharmaceutical marketers. Managing a brand used to be fairly straightforward, until, of course, the advent of the Internet. Today, the challenge is enormous: blogs, podcasts, micro-blogging, instant messaging, Wikis....

The direct-to-consumer marketing campaign for havidol, a drug for dysphoric social attention consumption deficit anxiety disorder, is drawing lots of public reaction. (but neither the drug nor the disease is real.)

Choosing a name for a new pharmaceutical product used to be a pretty straightforward proposition. Twenty years ago, most drug names were descriptive or functional in nature; they relied on the indication, therapeutic category, or generic name for their creative direction.

Lack of trust is preventing pharma from doing what it does better than any other entity on the globe: research and develop new cures and treatments, says Billy Tauzin, president of PhRMA. What to do about it? Twelve top brandmeisters weigh in.

The hard work being done by the industry to prove its commitment to patients and better health is being hampered by its reputation of unreliability

With Exprience and A new means of measuring impact on patient behavior, branders have never been in a better position to make their strategies work

Sometimes looking back is a way to look forward

Build it and they will come. But how do you make them stay?

A win-win marketing strategy that illuminates, educates, and promotes at the same