Monthly Archives: December 2009
I am you. But different.
Differentiation is always a pre-condition for achieving market advantage. You must do something differently from your competitors to provide certain consumers with a good reason for preferring you. Only the things that you do differently from your competitors comprise your … Continue reading
Filed under Be unique
Beg to differ
You probably got your inspiration for those characteristic features you claim by someone, somewhere. You either are a rerun, or if you are good enough, you will be imitated. Bottom line, you are an individual, like everybody else. Nothing lifts you above others but your own mental world.
The same thing goes for brands. They are all special and unique. But you mix them up, because the companies behind the brands know more about their own uniqueness than you do. Continue reading
Filed under Be unique
Merger vs collaboration
The pharmaceutical industry’s way of anticipating, and building insurance against, the coming era of government-run health care in United States reminds me of the mergers and acquisitions from earlier this spring. Of course, pharmaceutical companies most be feeling the need … Continue reading
Filed under Be unique
Social competence in media and marketing
I find it quite boresome that this hybrid about social media is still kept so shallow within some executive groups. The mistake many people make is that they dive into the social media pool without a strategy. They believe that social media … Continue reading
Filed under Be social
Open way
New products are the lifeblood of any biopharma company and organizations are increasingly under pressure to deliver effective products in shorter time frames. As development pressures have grown, leading companies have turned to the New Product Planning function to seed … Continue reading
Filed under Mixed and blended
pharma products as brand equity?
Can a prescription drug be a branded product? Professor Aaker defines a brand as a, “…distinguishing name and/or symbol (such as a logo, trademark, or package design) intended to identify the goods or services of either one seller or a … Continue reading
Filed under Mixed and blended
Do you know your Pharming?
This thinking means that if you promote a drug having competitors, you are contributing to lift the category of your drug, and not necessarily your product. Which in turn means that newly enlightened consumers will be prescribed with other competitor’s drugs just as likely to be prescribed with your drug. Continue reading
Filed under Pharmaceutical company reports
pharmasoil
