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Best Practice Database
Brand Management and Product Leadership » Branding and Identity
Single User: Authorizes use by the person who places the order or for whom the order was placed.
Sitewide: Authorizes use of the report for a geographic site. All people at site can view the report for a year and copies can be printed.
Corporate: Authorizes use for the entire company for a year and copies can be printed. No limitations for usage inside the company.
This 16-page document, geared to pharmaceutical marketing and brand team executives, examines how best practice companies make trademark and branding decisions about pricing, positioning and promotion. The pros and cons of these activities as they related to single, dual and hybrid brand approaches are discussed. For example, best practices include: 'Employ a hybrid brand and blended positioning to leverage limited marketing resources and budget,' and 'Develop bundled product strategies to managed care organizations to provide beneficial molecule-group reimbursement options.
· Positioning for power and marketplace success
· Pricing: a key to value optimization
· Promotion and launch management
· Labeling and packaging
SAMPLE KEY FINDINGS
· Develop bundled product strategies to allow MCOs to provide beneficial moleculegroup reimbursement options.
Pharmaceutical companies can drive revenue for products with multiple trademarks by offering bundled pricing rates to managed care organizations. Often, by developing bundle strategies, one brand’s success can carry the remaining trademarks.
Pharmaceutical; Biotech; Health Care
AstraZeneca; Bristol-Myers Squibb; Pfizer; Sanofi-aventis; Novartis; Merck; GSK