Pharma’s familiarity problem: a new model for brand growth
“Had an understanding of the nature of brands been more widespread, the theory of the Unique Selling Proposition could never have...
Pharma’s familiarity problem: a new model for brand growth
Why social responsibility is Pharma's responsibility
What pharma can learn from Airbnb
Healthcare marketing in the age of authenticity: serving society beyond medicines
Shifting from share-of-voice to share-of-mind in pharma marketing
Why so serious? The case for comedy in healthcare marketing
From house of brands to branded house: time for pharma to focus on the portfolio brand?