Conceptualisation of branding: strategy based on the Indian pharma sector

Abstract

Purpose -The purpose of this paper is to address how the concept of branding exists in the pharmaceutical sector and Indian market in particular; and second, how this branding technique might be modified to optimize the marketing of branded generics in India. Design/methodology/approach -The study was conducted using qualitative interviews with two sets of respondents in Kolkata city, India: first, 20 senior managers of five renowned Indian pharmaceutical companies and second, 20 physicians of two categories. Patterns of concordance for the author-coder pairs were tested by using Cohen's kappa. Findings -This study investigated the relationships between five different parameters deemed responsible for enhancing the brand awareness of pharmaceuticals. Out of these five parameters, the authors have identified that "importance of customers' perceptions and need achievement" leads to the development of a positioning statement to communicate the brand's functional values and brand personality; and "importance of pharma brand age in brand awareness" establishes the relationship of brand age with brand recall and communication in brand recall. A high value of Cohen's kappa has helped to establish the qualitative inquiry of the current research. Practical implications -The authors have proposed that through the said five parameters, the pharmaceutical branding technique might be modified to optimise the marketing of branded generics in India. A strategic comprehensive model that has been constructed would give a direction for branding in the pharmaceutical industry. Originality/value -This research work has extended prior pharmaceutical branding research by conceptualising the branding strategy as a brand awareness tool, in a new area called branded generic drugs in India.

Development and validation of an instrument designed to measure factors influencing physician prescribing decisions

“…In normal conditions, selecting between similarly effective and safe medications; physicians may employ patients’ out–of–pocket cost-saving tactics when prescribing in the case there are not many choices. The replacement of generic medicines is not always appropriate in some instances where the drug with the brand is suitable only for the patient and thus determines whether the patient needs a generic drug or a branded drug 68. However, a physician prescribes expensive brand medications that guarantee efficiency and gives even the patient economic status is poor because of the treatment guideline has not covered it.…”

Physicians’ perceptions towards brand medicine and its effect on prescribing: A narrative review

“…Drug branding is often considered as giving an attention-grabbing name to a product or drug. 18 Kumar et al 19 defined drug branding as giving a name or a symbol to a drug in order to differentiate it from other substitutes as well as to imprint the drug in the minds of physicians as medicine with tangible (rational) and intangible (irrational or emotional) benefits. The difference based on branding is often used as an instrument for differentiation since it is easy to identify additional elements in a product, whether tangible (rational) or intangible (emotional).…”

“…8 Therefore, branding of drugs is usually perceived as an important aspect of pharmaceutical marketing, possibly due to the official designation and labeling in the drug’s profile, and the ban on direct advertising of ethical drugs to patients, and short life cycles of products. 18 Given the trust and confidence of physicians and patients in the brand drug, brands add a greater value to the medicine. 18 Prescribers are encouraged to prescribe drugs by their brand name.…”

“…18 Given the trust and confidence of physicians and patients in the brand drug, brands add a greater value to the medicine. 18 Prescribers are encouraged to prescribe drugs by their brand name. This is because that brand medicines have guaranteed efficiency and confidence when used by physicians for treatment.…”

Communicating nutraceuticals: A multi-stakeholder perspective from a developing nation

“…Thereby it supported and integrated the basic tenets of earlier research in the nature of IMC in pharmaceutical sector (Blose & Mack, 2009;Dickov & Kuzman, 2011;Friedman & Gould, 2007;Hood & Said, 2011;Joyce et al, 2011;Sanyal et al, 2013;Wazana, 2000). This research has integrated four theories of IMC, extended it further, and developed a comprehensive and detailed framework for nutritional segment.…”