Moving from R&D to brand promotion: Building effective healthcare and pharmaceutical brands

This piece outlines how healthcare and pharmaceutical brands can build effective marketing strategies to launch new products, with case studies.
Excellent strategic marketing plans and effective medico-marketing campaigns include clear points of differentiation and continuous medical education.
Several periodic safety updates and awareness campaigns such as cardiovascular safety updates, hypoglycemia awareness campaign and non-branded disease awareness campaigns were deployed across multiple channels, including journal advertising, e-details, direct mail, and waiting room posters.
Product promotion should be focused on efficacy, safety, other benefits, patient access, comparison and mechanism of action.
Physicians are the key drivers of success since they are the ultimate prescription generators for pharmaceutical brands.

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Deshpande, Gandhali; Dhairyawan, Pradhya
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