Brand Medicine

Table of Contents

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   Book Overview
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   Chapter 1 Introduction
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   Chapter 2 Branding and its potential within the pharmaceutical industry
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   Chapter 3 The valuation of pharmaceutical brands
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   Chapter 4 The Rx to OTC switch — creating the climate for change
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   Chapter 5 Successful switch strategies
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   Chapter 6 Direct-to-consumer branding — the US perspective
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   Chapter 7 Direct-to-consumer branding — Europe and Asia
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   Chapter 8 The role of advertising in branding pharmaceuticals
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    Chapter 9 Public relations and its role in pharmaceutical brand building
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    Chapter 10 Clinical development and branding
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    Chapter 11 Pharmaceutical brand name development
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    Chapter 12 Brand packaging design
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    Chapter 13 Packaging for the elderly
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    Chapter 14 Regulatory issues and generic names
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    Chapter 15 How to achieve global trade mark protection
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    Chapter 16 The government view
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    Chapter 17 Nutraceuticals
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    Chapter 18 Complementary and alternative medicines
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    Chapter 19 The future of branding in the pharmaceutical industry