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Products & Services R and AS Conferences 2002 May 2002: Seeing Your Brands Through Your Customers' Eyes

May 2002 GBC Presentation: The Role of Branding in Pharmaceutical Drug Development (Eli Lilly)

ID: GBC-P052002EDT


Published: Pre-2013


Delivery Format: PowerPoint


 

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919-403-0251

  • STUDY OVERVIEW
  • BENCHMARK CLASS
  • PRESENTER INFO
Customers of pharmaceutical companies are no longer just physicians or pharmacists, but also include informed and demanding patients and ever expanding groups of payers. During this presentation we will be exploring the ways in which our corporate branding and product specific branding interact and reinforce each other. In the pharmaceutical industry, the value in product brands has a limited life span. The corporate brand retains value as long as the company endures and preserves its brand reputation. Traditionally in the pharmaceutical industry, product brands have functioned alone. But in the current complex, competitive environment that is no longer enough. Today’s highly informed customers look for an effective product brand backed by a reputable corporate brand. Delivering consistent brand messages, be they corporate or product specific, builds a base of knowledge to strengthen our communications efforts on all fronts.

Industries Profiled:
Pharmaceutical


Companies Profiled:
Eli Lilly

Daniel Hasler
Vice President, New Product Planning

Eli Lilly