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Home » Products & Services » Best Practice Database » Brand Management and Product Leadership » Branding and Identity
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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. KEY TOPICS · 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.
Industries Profiled: Pharmaceutical; Biotech; Health Care Companies Profiled: AstraZeneca; Bristol-Myers Squibb; Pfizer; Sanofi-aventis; Novartis; Merck; GSK
If you purchase Best Practice Database document(s), you will have 30 days from the date of purchase to apply some or all of the cost of the document(s) toward the cost of a Full Access Individual, Pharma, Group or University Membership. Write us at DatabaseTeam@bestpracticesllc.com or call David Guinn at 919-767-9179 if you have any questions.
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