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Summary
Pharmaceutical marketers must keep in mind that the brand is not simply the name of a Pharmaceutical product but the value the drug has for Physicians and their patients. A brand must stand out over its competitors in several ways. Both rational (clinical data) and emotional factors are utilized by patients and Doctors alike when making prescribing decisions. Branding ultimately has to be more than simply brand awareness since awareness alone will not necessarily change behavior.
Two common strategies used in online brand building (affinity and dispositional branding) will be discussed in this article - with reference to the methods of implementing these most effectively online (indirect messaging versus direct experience).
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