Corporate Branding on the Internet: A Strategic Guide for the Pharmaceutical Industry

DATAMONITOR HEALTHCARE

• Introduction
• Market context
• Customer focus
• Competitor dynamics
• The future decoded
• Action points

INTRODUCTION

• What is this report about?
• Who is the target reader?
• How to use this report

MARKET CONTEXT

• Introduction
• Key findings
• What is a brand?
• The Internet-why is it a key medium?
• Pharmaceutical branding-distinctions within it
• Corporate branding on the Internet
• Developing a Web presence-standing out from the crowd
  • Creating an Internet corporate brand
• Emerging patterns within the pharmaceutical market
• Increasing public access to corporate information
  • Education and branding
  • The convergence of the pharmaceutical and technology industries
  • The influence of the EMEA in Europe
  • The entrance into Asia-multiple corporate brands
• Conclusions

CUSTOMER FOCUS

• Introduction
• Key findings
• The target audience
• Physicians
  • Patients
  • Other
• IMPACT data-general consumer use of the Internet
• Measuring customer impact
• Intranets and extranets
• Using a service provider
• Pharmaceutical PR and marketing companies
  • General-focus branding agencies
  • Market leaders and emerging companies
• Conclusions

COMPETITOR DYNAMICS

• Introduction
• Key findings
• Distinctions between pharmaceutical and biotech branding
• Post-merger branding
• The convergence of bioscience and technology
• Dual-market branding
  • Cross-company branding
• Case study-Aventis
• Conclusions

THE FUTURE DECODED

• Introduction
• Key findings
• The emergence of dual-branding
• The globalization of the corporate brand
• The branding of ideas
• The influence of public knowledge
• The development of extranets
• Conclusions

ACTION POINTS

• Introduction
• Key findings

APPENDIX

• Bibliography
• Relevant links
• SPP writing team
• How to contact experts in your industry