Showing posts from November, 2007


Pfizer: Corporate Branding
“Life is our life’s work” Pharma companies are traditionally sales driven with little scope for marketing activities. This is especially true for prescription drugs where the final consumers of drugs have no choice regarding which drug they have to use. It is all based on recommendations of doctors. But with patents expiring, generics posing stiff competition and sales efforts saturating, pharma companies are looking at branding in a new light. Another reason is that if a drug is branded well, its sales would be protected at patent expiry. Hence the interest in branding and marketing activities from pharma companies. New concepts like DTC or Direct to Consumer advertising are being used by pharma companies. DTC means directly reaching out to the end users of medicines, i.e. the patients, and making them aware of disease conditions, treatments ect. The problem with DTC is that advertising to patients about prescription drugs is banned in most countries. So, how…