Overview

The pharmaceutical industry relies on hard science, but any drugs that are developed are only effective when they are taken or used by the right people at the right time. This is the role of medical marketing - to help drug companies address the needs of the many stakeholders: the regulatory bodies, the healthcare professionals, and the patients and their families. Giles Lury's short stories cover the development and marketing of some of the world's most important medical and pharma brands, both old and new, traditional and digital. They're a selection of accessible and informative tales, covering everything from fundraising campaigns, the unusual inspirations for new drugs, to the use of marketing and communication strategies to drive awareness and sales. There are stories about innovation, strategy, patient experience, purpose, positioning and packaging. Each story concludes with an instructive 'moral' which helps to create a toolkit to inspire marketers in every sector.

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9781912555864

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Giles Lury is a director of brand consultancy at The Value Engineers. He has worked in advertising, market research, packaging design, corporate identity and, most extensively, in brand consultancy. His specialist subjects are brand positioning and innovation.

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