Emeritus Professor of Marketing
HMI; Pharmaceutical and Medical Device Sectors;
With blockbuster brands such as Pfizer's Lipitor, GlaxoSmithKline's Advair, AstraZeneca's Nexium and many others, the pharmaceutical industry has demonstrated its expertise in building strong product brands. However, product branding focused marketing leaves many patients untreated. Patients who do not recognize particular symptoms and medical conditions are less likely to seek medical attention and treatment, and their family doctor lacks the time to probe for each and every possible medical condition.Product branding tells consumers about a solution but not about the problem which the solution addresses. Condition branding educates consumers, physicians and other stakeholders about the problem. The authors propose that the pharmaceutical marketing paradigm be broadened. Pharmaceutical marketers should build strong condition brands, much as they build strong product brands.Condition branding facilitates customers' decision-making, contributes to better health, and may improve the standing of the pharmaceutical industry, which is accused of overly aggressive product branding efforts, among other criticisms. When condition and product branding are well-coordinated, each enhances the effectiveness of the other, raising patient health and brand sales.