Learn about the building blocks of a great brand strategy that will have the potential to capture the full commercial value from a product. Unsurprisingly, pharma’s era of blockbuster drugs led to a relatively simple approach to brand and marketing. However, with the competitive landscape driven by patent cliffs and generics, the complexity of multiple stakeholders and empowered patients, it’s now time for pharma to up the ante on their brand strategy.
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The Active Pharmaceutical Ingredient (API) is the part of any drug that produces the intended effects. Some drugs, such as combination therapies, have multiple active ingredients to treat different symptoms or act in different ways. PhotoAlto/Sigrid Olsson / Getty Images Production of APIs has traditionally been done by the pharmaceutical companies themselves in their home countries. But in recent years many corporations have opted to send manufacturing overseas to cut costs.
Drugs often have several names. A marketed drug may have up to four different types of names: a chemical name, a company name, a generic name, and a brand name. Chemical name: When a drug is first discovered, it is given a chemical name. This describes the atomic or molecular structure of the drug. The chemical name is thus usually too complex and cumbersome for general use and is almost never used to identify the drug in a clinical or marketing setting. Company name: A short
When a new disease is identified in a group of patients it needs a name so it can be described, researched and treated. But, unlike naming a child, there is no little book of names for diseases. So how do you choose the right name for a new condition? It isn't easy. Image copyright Eye of science/science photo library In the 1970s, Dr Graham Hughes, a rheumatologist working at London Bridge Hospital noticed that a group of his patients suffered from "sticky" blood that increa