In an effort to bring together the world’s leading academics in pharmaceutical marketing and IMS’s unique view of the industry, IMS announces its first PHARMA LEADERSHIP CONFERENCE on MEDICAL CONDITION BRANDING running in Paris on 3-4 July in cooperation with Professor Reinhard Angelmar of INSEAD.
What's Medical Condition Branding
The pharmaceutical industry has proved its skill in branding products. Brands like Lipitor, Advair and Nexium have demonstrated the sophistication of the industry in its marketing efforts. However, new times need new approaches, and it may well be that the next major focus in the industry will be to build on the success of product branding to look farther, into condition branding.
The times are changing rapidly for the pharmaceutical industry, but these changes go far beyond shifts in legislation. Patients and prescribers are becoming more knowledgeable, while at the same time the diseases treated are becoming more obscure. The industry is moving toward specialty products on one hand, and toward new indications on the other. The question then arises about how to position these conditions.
This is the heart of condition branding; coming up with a marketing approach to educate and position a given condition in the minds of both prescribers and patients. Examples abound, and they will become more prevalent.
Professor Angelmar is renowned as one of Europe’s foremost experts in pharmaceutical marketing and the pioneer in condition branding. He has built on the research carried out by IMS on launch excellence to examine the factors that lead to world-class pharmaceutical launches, including the degree to which firms have managed to succeed in condition branding.
For detailed conference information click here.
IMS Pharma Leadership Conference: To be decided 2009
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Information to come
