News Flash! The Best Drug Doesn’t Always Win.

News Flash! The Best Drug Doesn’t Always Win.

At a recent NJBio event, I had the opportunity to listen to a terrific panel discussion during which an industry CEO made the comment that “efficacy trumps all” when speaking to what makes healthcare products successful. This elicited a spirited debate among the panelists with some agreeing and others taking the position that both efficacy and safety are “table stakes” and that other factors play an equally important role.

It is perhaps not surprising that a brilliant scientist turned successful pharmaceutical executive should be so focused on chemistry, mechanism of action and efficacy as the primary points of differentiation. 

However, it is only in rare cases that these factors alone correlate to true market success. 

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How to Avoid the Pitfalls of 'Confirmation Bias' When Building Powerful Rx Brands

How to Avoid the Pitfalls of 'Confirmation Bias' When Building Powerful Rx Brands

Believe it or not, the success of pharmaceutical brands is often undermined because of biases inherent in determining the most appropriate brand positioning. These biases impact a brand’s commercial performance by reducing its perceived differentiation in the marketplace and its ability to influence prescribing behavior.

This article describes learnings regarding confirmation bias and the impact it has on brand positioning and its influence on your brand’s trajectory.  

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Do Rx Brand Names Correlate With Commercial Performance?

Do Rx Brand Names Correlate With Commercial Performance?

OptiBrand Rx compiled a list of the 58 top performing Rx brands.  The list included the Forbes 19 all-time best-selling Rx brands plus 39 high performing brands based on consecutive annual sales vs. the industry as whole. 

We found that 90% (52 of 58) of these brands possessed a brand name designed deliberately to represent and convey a specific meaning and/or emotional connection.

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The Value of a Multi-Expert Approach to Positioning Healthcare Brands

The Value of a Multi-Expert Approach to Positioning Healthcare Brands

The Value of a Multi-Expert Approach to Positioning Healthcare Brands.

The drug is safe and effective.  Commercial projections are promising.  Creative looks amazing and is sure to win a Clio.  The product launches with great fanfare and lofty expectations. And then…

Physicians say they love the product, but they’re not prescribing it. Commercial performance disappoints.  Fingers point in all directions.  What could have gone wrong?  (Read more...)

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Make a Patient Your Valentine

Valentine’s Day is a time to feel special – a time to feel loved. But nearly 500 patients at Cincinnati Children’s Hospital will be spending it away from their friends and fun classroom festivities.

We’ve made a donation to help cover the costs of getting each child a Valentine’s Day card that will be hand delivered on February 14, 2018. 

Click the link, select your personalized card, and spread the love.

Click to create a Valentine's Card (https://giving.cincinnatichildrens.org/send-a-valentine)

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