Hdl Handle:
http://hdl.handle.net/10142/94967
Title:
Clinical trials: a branding opportunity?
Authors:
Lim, Lynn L.K.; Melewar, T.C.; Sorensen, T.S.
Abstract:
Pharmaceutical companies face major communication challenges to ensure Health Care Practitioners (HCP) are knowledgeable about their products. The marketing and branding of prescription medicines are constrained by the restrictions on messaging, products complexity, and short product lifecycles. Branding overcomes some communication limitations of prescription medicine marketing. Opinion leaders are also viewed as powerful communicators of brand value to the HCP. Through structured qualitative interviews, we examined how the clinical trial process supported branding and how this process might be modified to optimize such a benefit. Evidence generated during clinical trials demonstrated that prescription medicines were competing with existing alternative therapies. Sound clinical trial data, while essential, is therefore often not enough to ensure that quality medicines are commercially successful.
Publisher:
Global Journals Inc.
Journal:
The Global Journal of Business and Management Research
Issue Date:
2010
URI:
http://www.journalofbusiness.org/index.php/GJMBR/article/view/13
Additional Links:
http://www.journalofbusiness.org/index.php/GJMBR/article/view/13
Type:
Article
Language:
en
Appears in Collections:
Roehampton Business School Collection

Full metadata record

DC FieldValue Language
dc.contributor.authorLim, Lynn L.K.en
dc.contributor.authorMelewar, T.C.en
dc.contributor.authorSorensen, T.S.en
dc.date.accessioned2010-03-25T09:13:59Z-
dc.date.available2010-03-25T09:13:59Z-
dc.date.issued2010-
dc.identifier.urihttp://www.journalofbusiness.org/index.php/GJMBR/article/view/13-
dc.description.abstractPharmaceutical companies face major communication challenges to ensure Health Care Practitioners (HCP) are knowledgeable about their products. The marketing and branding of prescription medicines are constrained by the restrictions on messaging, products complexity, and short product lifecycles. Branding overcomes some communication limitations of prescription medicine marketing. Opinion leaders are also viewed as powerful communicators of brand value to the HCP. Through structured qualitative interviews, we examined how the clinical trial process supported branding and how this process might be modified to optimize such a benefit. Evidence generated during clinical trials demonstrated that prescription medicines were competing with existing alternative therapies. Sound clinical trial data, while essential, is therefore often not enough to ensure that quality medicines are commercially successful.-
dc.description.provenanceSubmitted by Lynn Lim (l.lim@roehampton.ac.uk) on 2010-03-22T12:37:41Z No. of bitstreams: 0en
dc.description.provenanceApproved for entry into archive by Min Allen(min.allen@roehampton.ac.uk) on 2010-03-25T09:13:59Z (GMT) No. of bitstreams: 0en
dc.description.provenanceMade available in DSpace on 2010-03-25T09:13:59Z (GMT). No. of bitstreams: 0 Previous issue date: 2010en
dc.language.isoenen
dc.publisherGlobal Journals Inc.en
dc.relation.urlhttp://www.journalofbusiness.org/index.php/GJMBR/article/view/13en
dc.titleClinical trials: a branding opportunity?en
dc.typeArticleen
dc.identifier.journalThe Global Journal of Business and Management Researchen
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