Pharmaceutical Executive November 5, 2021
Brand-building in healthcare is different from consumer goods brands in many ways. Most notably, the brand must win the hearts of multiple customers beyond just the end user. This dynamic of building a community of belief among diverse constituents is complex and entangled, and therefore, establishes an intricate web of engagement where every strand must hold fast. With the relatively short lifespan of branded biopharma products, marketers not only face the daunting challenge of launching a brand on an anticipated trajectory of success but also to get it right the first time. Unspinning and then re-spinning the web will come up against the realities of patent expiry, competitive aggression, and the intolerance of a market space that deals with the...
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