Creating Greater Value for Life-Sciences Research
Contributed by Mark Stinson, President of STINSON Brand Innovation Inc.
There’s been a convergence of advancements in both life-sciences technology and pharmaceutical branding. We’ve noticed not only medical breakthroughs in biotech research, but also a more sophisticated marketing discipline to physicians and consumers.
It is because of this convergence that there is a need to stress to life-sciences research companies the value of branding earlier in the developmental cycle.
Earlier branding of life-sciences products accomplishes two important financial objectives: it can significantly move the product adoption curve to the left, which means a measurable acceleration of prelaunch awareness and launch sales uptake; and it can create greater value for future potential transactions, including copromotion rights, licensing royalties, or even acquisitions…