Healthcare marketers are taking the concept of "branding a condition" to new levels of sophistication, author Vince Parry reports. Done appropriately, this type of branding helps keep both brand managers and the clinical community focused on a single story with a problem/solution structure.
Branding is about the ownership of ideas: giving customers a new way to think about things, and - in the process - transferring the values of this experience to a situation or commodity. Typically, when marketers talk about branding, they are referring to the unique identity of a product or service that enables customers to distinguish it from competitors. However, within the pharmaceutical industry, marketing professionals have increasingly taken branding to the next level by branding the disease or condition that a particular product is capable of treating.