Brand Positioning

Armstrong brand has life beyond cycling, experts say

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Lance Armstrong's story is about more than cycling. PR and brand experts weighed in on how they would safeguard his cancer foundation's reputation.

Genentech's mind-tapping science moves needle on Pulmozyme, Tamiflu

Genentech's mind-tapping science moves needle on Pulmozyme, Tamiflu

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Genentech is thinking outside the traditional focus group to understand patients, helping address the long-standing business challenges of adherence and brand preference, the firm says.

Advertising as dating game: It's the brand.com where things get serious

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A survey by Yahoo! and advertising giant BBDO says advertisers need to raise their game in "owned media" like brand.com sites to woo consumers.

ICC Lowe rebrands, expands global footprint

ICC Lowe rebrands, expands global footprint

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Interpublic Group's Lowe & Partners has rebranded its global healthcare network from Lowe Healthcare Worldwide to ICC Lowe, MM&M has learned.

To dial down DTC, let companies collaborate on ads, says ex-Merck exec

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A former Merck exec says it's time to wind down the DTC arms race by letting companies with brands in competitive categories collaborate on disease awareness advertising.

Just call it LLNS: LyonHeart roars no more

Just call it LLNS: LyonHeart roars no more

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The agency formerly known as LyonHeart is going back to its maiden name ahead of the rollout of a new Omnicom healthcare agency network.

GfK unveils BEAT to position brands

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GfK launched Brand BEAT (Brand Equity Assessment & Tracking), a complete package of healthcare-specific brand positioning diagnostic tools for measuring the cognitive and emotional strengths of a brand.

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MM&M EBOOK: PATIENT ACCESS

Patient access to pharmaceuticals is a tale of two worlds—affordability has improved for the majority, while the minority is hampered by cost, distribution and red tape. To provide marketers with a well-rounded perspective, MM&M presents this e-book chock full of key insights. Click here to access it.