Premium
Designing brands for the pharmaceutical industry
Author(s) -
DeLor Ken,
Bowman Martha
Publication year - 2003
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.2003.tb00338.x
Subject(s) - loyalty , business , product (mathematics) , marketing , pharmaceutical industry , health care , health professionals , public relations , medicine , political science , law , geometry , mathematics , pharmacology
This critique is about opening up new arenas in branding. Over the past few years, drug companies have used product brands to achieve public and professional recognition. But Ken DeLor and Martha Bowman show how, given the current cost‐conscious, competitive marketplace, there's more that can be done to tap into the awareness and loyalty of healthcare professionals, administrators, patients, and financial stakeholders.