A matter of belief: how RTBs can make a difference in efficient healthcare branding
Sigrid Schmid and Patricia BlauGIM (Gesellschaft für Innovative Marktforschung), Germany
PROLOGUE: APPROACHING DIFFERENTIATION FROM A DIFFERENT ANGLE
Differentiating the own product from competitors is a classic demand for marketing. In the past, healthcare marketing had the privilege of being able to build on sound functional differences between products based on unique modes of action and benefits. Over the past years, this privilege has been undermined by the rise of generics and the increasing pressure of budget constraints in the public healthcare sectors....