Brand Planning for the Pharmaceutical Industry

Written by John Lidstone and Janice MacLennan

The second edition of Marketing Planning for the Pharmaceutical Industry became accepted as the bible for the industry. In this new companion book, Janice MacLennan picks up two of the themes touched on in Marketing Planning—market segmentation and branding—and the inter-relationship between these two. With this book, she makes them key topics for discussion.

Brand Planning for the Pharmaceutical Industry

This book begins by exploring what branding is and why it is of importance, particularly to the pharmaceutical sector. It then shows how branding can be integrated into the early stages of the commercialization process for new products, both in theory and in the real world. The book provides a step-by-step guide to brand planning, using market segmentation as the starting point.

The book is split into two parts: the first deals comprehensively with brand planning for products yet to get to the market, and the second applies the same process to products that are already on the market. Both parts are pragmatic, full of pertinent examples and insights from the pharmaceutical industry, and are directly applicable to your own brand planning.

Conclusion

Brand Planning for the Pharmaceutical Industry concludes by confronting the problems organizations are likely to face in making brand planning an integral part of their work and presents strategies for dealing with them.