Pharmaceuticals: the new brand arena

Mike Owen and Jon Chandler

This paper looks at the rapidly advancing recognition of the importance of brands within the international pharmaceutical arena.
  

Pharmaceuticals:

The new brand arena

Jon Chandler

and

Mike OwenContext Research International

The pharmaceuticals arena is often seen as a distinct territory within market research (MR). Within this arena a vast volume and variety of work is conducted on a national and international basis, ranging from numbercrunching market behaviour data to highly exploratory qualitative research. Among research companies pharmaceuticals or healthcare often represent a distinct area of specialism: many market research companies specifically serve the healthcare industry, many have specialist departments or divisions targeted at the healthcare industry, and many companies have developed specific areas of expertise...

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