Attend the only European event that shows you how to improve sales – and value – by maximising the brand of every product in your portfolio.

A decreasing flow of blockbusters in the pipeline. The imminent fall of star performers to generic attack. And a new breed of empowered, informed, information-hungry patients. It’s no wonder brands are urgently becoming a strategic imperative in the pharmaceutical industry.

The plain truth is that for too long, branding has been the Cinderella of the pharma industry. But not any more. If brands like Viagra and Prozac can become household names, then what’s to stop many others – your drugs, your brands – following the same path?

With everyone in pharma determined to maximise revenue like never before, brands are finally taking centre stage, recognised now as a vital source of wealth creation.

Today, most of us are poised to make a vital transition from the current business model of profit maximisation before product obsolescence to one that exploits the power of brand maximisation to prevent obsolescence.

It’s not going to happen overnight. And there are many challenges to overcome. On the one hand, convincing functional differentiation is often absent. There’s the whole business of European regulation – plus the way we handle cultural differences across the region. And then there are the doctors who believe they can completely ignore the efforts of the brand manager… in which case, how come so many of them drive Mercedes or BMW?

Against this backdrop of turbulent but exciting change, we invite you to join your peers for an in-depth, hands-on event that’s dedicated to showing you how to make your brands stand out from the crowd.

A one-off chance to profit from inside information about what your competitors are doing with their brands

If you’ve been to an eyeforpharma event before, you’ll know all about our reputation for staging market-leading events by the pharma community for the pharma community.

This one is no exception. And such is the importance of branding that several of the trailblazers – including AstraZeneca, Lilly, Bayer, GSK and Novartis – have agreed to share their knowledge and experience.

It means you’ll be learning from real life examples about branding issues and strategies that definitely work. When you take a look at the Conference Programme, you’ll see what we mean.

What’s more, the topics under the microscope have been selected only after hundreds of conversations with brand managers, marketing directors and product managers. The focus is squarely upon the issues that matter most to you. So we know – and more importantly, you know – how timely, pertinent and downright useful the Conference content is going to be.

Spend two inspirational days with us, and you’ll gain a wealth of knowledge and understanding that you just can’t find anywhere else. Giving you a head start in meeting and exceeding your next round of sales and marketing targets.

Session by session, we’ll tackle the your key day-by-day concerns.

European Branding: You’ll get valuable insights into the ways that others are handling issues specific to Europe: coping with DTC regulations, and handling local brand strategies under global restrictions. How much autonomy do your competitors have, compared with you? Is European feedback into global teams on branding, core messaging and strategy truly valued? And what’s the perfect answer to anyone who tries to tell you that regional micro-management is counterproductive?

Longer-term thinking that brings greater success: Then there’s the whole question of timing, which goes hand in hand with plenty of sound advice about developing longer-term, more successful brand awareness strategies.

These days, the time to start thinking about a brand is not when you’re ready to launch. Yes, it’s true that many pipeline products will fail to reach approval. But the money you spend on branding those is nothing compared to the millions of euros you’ll gain on your successes. Should you start the branding process after Phase II trials, or is that too soon? How do you arrive at the brand promise – where does the product sit, and what makes it special? And critically, what emotions and characteristics do you want associated with the next drug you’re responsible for branding?

We’ll zone in on launch strategies that can (and do) transform unknown brand into market leaders in only six months. And then, importantly, there are the strategies that are beginning to mark a fundamental shift in our thinking. In particular, rebranding mature and end-of-lifecycle drugs. Typically, pharma walks away from its drug that’s coming off-patent, surrendering marketplace to lower priced generics. But it doesn’t have to be that way. Just think about Asprin and Morphine. And speculate on the enormous incremental revenue you could gain by establishing and continuing to support the brand equity you’ve invested in your products.

Talking of defending your brands, even Viagra, with all its might and dominance, is facing tough competition from new products in its market. And, uniquely, you can see presentations from the Global Brand Directors of both Cialis and Levitra on how they’re taking this war to Pfizer.

The new ‘Four P’s’: How do you present the brand’s key messages and values to your distinctly different customers: physicians, pharmacists, payers and patients? And in the age of the ‘educated patient’ and patient concordance, to what extent can your brand messages influence choice? Is there more you can do to harness internet and e-learning channels effectively? And where does PR fit into the equation?

We’ve built in plenty of time to make sure all your questions are answered on these topics – and any others you care to bring up.

Two Conferences. One location. One price. Double the benefit.

As an added bonus, eyeforpharma is also running a Pharma Corporate Branding Conference alongside. It means you can attend several joint sessions that show you how to ensure corporate and product brands work effectively together and align to deliver maximum asset value – and how the corporate brand can help you increase penetration and seize market share with European product launches. Click here for more info

Book your place without delay. We look forward to seeing you on 22nd – 23rd March, 2004.


BRING KEY MEMBERS OF YOUR TEAM TO THE PRODUCT BRANDING CONFERENCE. TAKE ADVANTAGE OF BIG SAVINGS AND GROUP DISCOUNTS!