The Death of the Brand

In the first of two Expert View columns to whet the appetite for the  eyeforpharma Barcelona event in March, senior executives from Boehringer Ingelheim, Teva Pharmaceutical Industries and Pfizer ask how pharma waving goodbye to brand-led strategies is changing relationships with HCPs.

There once was a time when big brands slept soundly with the knowledge that they held the monopoly on their respective markets. Then, one day, the big bad internet of ideas jostled its way onto the scene, bringing with it a proliferation of new products and plucky start-ups.

Fast-forward to the present and the customer is increasingly at the steering wheel, with multiple destinations in front of them and multiple means of getting there.