Brand Medicine

TOM BLACKETT is Group Deputy Chairman of Interbrand. He is the author of, Trademarks and the co-author of, Co-Branding, both published by Palgrave.REBECCA ROBINS is a Senior Consultant of Interbrand Healthcare in New York. Prior to joining the New York office, she worked in the London office of Interbrand for four years.

• Introduction The Development of Branding as a Key Business Strategy Clinical Development and Branding Pharmaceutical Brand Name Development Brand Packaging Design Packaging for the Elderly The Role of Advertising in Branding Pharmaceuticals Direct to Consumer Branding: The US Perspective Direct to Consumer Branding: Europe and Asia Public Relations and its Role in Pharmaceutical Brand Building The Rx to OTC Switch: Creating the Climate for Change Successful 'Switch' Strategies Trade Mark Legal Issues Regulatory Issues The Government View The Valuation of Pharmaceutical Brands Nutraceuticals The Future of Branding in the Pharmaceutical Industry