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Brand Identity in a Consumer-Driven World

$30.00

Copyright: This PDF purchase is for a Single user for review or filing purposes only. The PDF is watermarked. If you are interested in a PDF reprint to post on your website or distribute electronically, or hard-copy reprints, please contact Marah Walsh at mwalsh@pharmavoice.com.

SKU: 2989.

Product Description

Brands are up against new barriers as the control of what product gets prescribed and filled shifts from the physician to the payer and, even more importantly, to the patient. As healthcare consumers claim more and more power over their healthcare and treatment decisions and physician control over brand choice declines, the industry must begin to connect the dots between brand identity and consumer preferences.
“Consumers are acquiring more information from a larger number of resources than ever before, and in very simple terms, if they don’t believe it, they won’t buy it,” says Marc Sirockman, executive VP and general manager at Artcraft Health.

Sidebars:
Pfizer Uses Twitter to Create a Brand Identity
Team Novo Nordisk: Changing Diabetes, Creating a Brand
Brands Cannot Live on Efficacy Alone
Three Best Practices to Creating Value Within the Brand
Brand Position vs. Brand Perception

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