Medical marketing branding

As of 2006, there are several branded medications approved for the treatment of ADHD however, there are only three chemicals that make up the primary active ingredients in these drugs the (5)-enantiomer of amphetamine (1), the 2(/ ),2 (7 )-enantiomer of methylphenidate (2), and the (/ )-enantiomer of atomoxetine (3). An older approved ADHD drug, pemoline (Cylert ), was withdrawn from the market in 2005 due to reported... 

Medical Marketing Media. New York, NY Ha3nnarket Media. Monthly. ISSN 0025-7354. Trade journal targeted to pharmaceutical marketing specialists and brand managers. 

The R D productivity of the big pharma with biotech companies has been compared for the period 1998-2004 in commercial reports [1-3]. The R D expenses and the FDA approvals of the new molecular entities were linked [16,20, 23, 24]. The biotech approvals were less than 10, and the pharma NCE approvals declined from 25 to 15 from 1998 to 2005. The decline of the first-in-class medications from big pharma was even more dramatic. The biotech approvals were more numerous than pharma approvals in 2003 and 2004, and the trend reversed in 2005. The big pharma R D expenses were 50 billion in 2004, resulting in 10 NME approvals, whereas biotech approvals were 20 for an R D budget of 20 billion. Tables 1.5-6 and 1.5-7 list the top-selling major therapeutic proteins and biological brands created by the biotechnology industry since 1997. The list provides therapeutic areas of blockbuster brands, marketing wars between different brands for market leadership, and shift to newer brands with improved properties. 

MJN is almost 100 years old and sells nutritional products to infant, consumer, and medical markets. Brands include Enfamil, Pablum, Boost, and Sustacal. The company is the market leader in global infant formula market share, and has annual sales of about 2 billion. In 1967, the Bristol-Myers Squibb (BMS) Co. acquired the company. 

Risperidone was launched in China in 1997. Following that, other atypical medication including olanzapine and quetiapine were introduced in the market in 1999 and 2000, respectively. These were followed by the development of generic arip-iprazole and ziprasadone in 2005 and 2006, respectively. Brand-name aripiprazole and ziprasadone will also be launched in 2007 in China. 

Clinical/medical experts help place the NCE within a competitive market framework, often by working with the marketer/brand manager to develop strengths, weaknesses, opportunities, and threats (SWOT) analyses. 

A key driver of success in the OTC market is the ability to capitalize on the brand loyalty enjoyed by the prescription product. The number of category shifts to OTC status approved by the FDA has grown over time. At the same time, there are many therapeutic categories where this is not as viable strategy because they would not meet the FDA s requirement on safety for self-medication (e.g., mental health and cancer drugs). The FDA has also declined several product requests for shifts to OTC status, such as anticholesterol drug agents. 

Industry response to the pressures described above—particularly the pressures for individualized medicine and for a new and more complex medical model—will be a diversification of product lines. As NDA and ANDA reviewers require more extensive testing and offer more restricted labels, industry will be forced to offer a brand extension of products. For example, look for a manufacturer of an allergy medication to introduce a variant for men, for women, for children, for older individuals, etc., much as vitamins are currently marketed. 

Perfumers must study the perfumes of the products that make up the market also in relation to their positioning. What fragrance types characterize baby soaps and distinguish them from family soaps Do the perfumes of the different brands of medicated soap have something in common What fragrance qualities set the premium priced products apart from the more common ones, heavy duty products from delicate ones The answers to questions such as these define the odor meanings and the odor language that prevail in a market. 

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