Global Pharmaceutical Branding

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Global Pharmaceutical Branding

• Set The Example

William V. Lawson mrmaster60_at_hotmail.com PBIRG
AGM 2002 Riverwalk, San Antonio, Texas
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Brand

• Comes from the Old Norse brandr meaning to burn
• Early man stamped ownership on his livestock

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The Worlds Most Valuable Brands

• Coca Cola
• Microsoft
• IBM
• Intel
• Nokia
• GE
• Ford
• Disney
• McDonalds
• ATT
• Interbrands/Citibank League Table, 2000

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Why are there no pharmaceutical companies on the
list?

• Focus has been on products only
• Market Research has been based primarily on
  products
• R and D on new chemical entities
• Marketing on market shares
• And so on

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Products or Company

• Which comes first?
• Cant have a company without products,
• But there must be people first

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Attracting and Keeping Top Talent

• Deans and Placement Directors of Business and
  Medical Schools are focused on companies not
  products
• People looking for jobs are focused on companies
  not products
• Employees work for companies not products

7
Shareholder Value

• Wall Street puts buys and sells on companies not
  products
• Wall Street looks at
• Ability to create sustained demand
• Quality of innovation
• Other factors

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Regulatory

• The FDA and other regulatory bodies negotiate
  with companies
• Fines and penalties are levied against companies

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Reputation is defined as

• the fact of being highly esteemed
• Synonyms include name, character, figure, fame,
  famousness, renown,
• kudos, report, glory, celebrity, popularity,
• recognition, a place in the sun
• notoriety, notoriousness, talk of the town

Websters Seventh New Collegiate
Dictionary Rogets International Thesaurus
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Pfizers New Mission

• To become the worlds most valued company to
  patients, customers, colleagues, investors,
  business partners, and the communities where we
  work and live.

• Pfizer Annual Report 2001

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A Powerful Brand

• Provides the platform to build a relationship
  with customers on an individual basis
• Provides significant competitive differentiation
  of a type that is extremely difficult for rivals
  to copy
• Can cross the borders of countries and markets
• Can influence behavior and attitudes
• Can attract customer loyalty, which will provide
  one of the greatest sources of wealth for a
  business
• Brand Medicine- The Role of Branding in The
  Pharmaceutical Industry- Edited by Tom Blackett
  and Rebecca Robins, Interbrand Healthcare,2001

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Examples of Powerful Health Company Brands

• Johnson and Johnson
• Proctor and Gamble
• Colgate Palmolive
• Kleenex

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Building a Brand by Setting the Example

• Merck was first to set up a relief program for
  Aids products in Africa
• Pfizer was first to offer senior citizens
  discounts
• Schering Plough received a 500 million fine from
  the FDA for manufacturing deficiencies

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Implications for Market Research

• Need to move from product only market research to
  routinely include
• Company market research

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Summary

• Publicity campaigns- television/magazine have
  their place,
• But it is the everyday deeds of every employee
  the courage to be first to take risks and to
  set the example that will make a powerful
  pharmaceutical company brand