ACTA Pharmaceutica Sciencia 2018 , Vol 56 , Num 1
Branding of Prescription and Non-prescription Drugs
Merve Memişoğlu 1
1 Biruni University, Faculty of Pharmacy, Department of Pharmacy Management, 34010 Istanbul, Turkey
DOI : 10.23893/1307-2080.APS.05602 It is worthwhile to note that, while health related products are mostly function driven categories, health in itself is an emotive and personal subject. With this perspective, pharmaceutical companies need to focus on understanding the importance of branding in this rapidly changing social behaviour, competitive landscape, communication tools and techniques.

Although branding in the pharmaceutical industry has been changing for the past decade, major issues for industry stakeholders like healthcare professionals and patients are still ethical communication and marketing strategies. For pharmaceutical branding, companies should be engaged with related stakeholders in an effective and ongoing way while complying with regulations.

The purpose of this review is to evaluate the importance of branding for pharmaceuticals and underline the sentimental and functional benefits to consumers and/ or patients. The focus of this review lies on branding and marketing communication process of pharmaceutical products and also providing insight for further pharmaceutical branding studies. Keywords : OTC, over-the-counter drugs, prescription drugs, pharmaceutical marketing, pharmaceutical branding

Istanbul Medipol University