Pharmaceutical & Health

Marketing healthcare services & pharma brands



Daniel Porath and Christian Schaefer, International Journal of Market Research, Vol. 56, No. 4, 2014
Albeit the Bass model was not designed for predicting sales of newly launched drugs, pharmaceutical companies commonly use it for this purpose, mainly because of its good predictive power. Empirical experience, however, mainly refers to mature markets and it is unclear how the model behaves in emerging markets.

Euromonitor Profiles, July 2014
This Company Profile from Euromonitor provides key details and analysis of Amway Corp. Included is a strategic evaluation with key facts about the US company, competitive positioning against comparative brands, and assessment of its position in the pharmaceutical market.

Stephen Whiteside, Event Reports, Social Media World Forum, May 2014

This event report sets out how Novartis, the pharma giant, has progressed on social media in an industry subject to tight regulation and considerable scrutiny.


Euromonitor Profiles, June 2014
This Company Profile from Euromonitor provides key details and analysis of Bayer AG. Included is a strategic evaluation with key facts about the German company, competitive positioning against comparative brands, and assessment of its position in the market.

Euromonitor Profiles, June 2014
This Company Profile from Euromonitor provides key details and analysis of Sanofi-Aventis. Included is a strategic evaluation with key facts about the French company, competitive positioning against comparative brands, and assessment of its position in the pharmaceutical market.

Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study demonstrates how Procter & Gamble (P&G), the consumer goods company, launched Vicks ZzzQuil, a sleep aid medication sold over-the-counter in the US and became the branded category leader.


Effie Worldwide, Bronze, North America Effies 2014

This case study describes how ZYRTEC, an over-the-counter 24-hour allergy medication sold in the US, convinced complacent allergy sufferers to swap brands.


Euromonitor Profiles, May 2014
This Company Profile from Euromonitor provides key details and analysis of Pfizer Inc. Included is a strategic evaluation with key facts about the US based company, competitive positioning against comparative brands, and assessment of its position in the pharmaceuticals market.

Euromonitor Profiles, May 2014
This Company Profile from Euromonitor provides key details and analysis of JCB Co Ltd, the owner of brands such as Tylenol, Zyrtec and Nicorette. Included is a strategic evaluation with key facts about the US company, competitive positioning against comparative brands, and assessment of its position in the pharmaceutical market.

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