Medicinal brand communication shifts prescribers’ attention from the time-limited ‘medicinal product innovation’ to a broader ‘brand innovation’ field (associated services, programmes, ethical posture, etc.). In that case prescription is driven by subjective rather than objective parameters. This strategy offers a sustained protection against generics, the opportunity to adopt a premium price
posture, and adaptability regarding the rise of the ‘patient power’. As a matter of fact, patients will seek information in forums or associations, but they will also rely on brands that will not patronize them but help them have a clearer understanding of their condition. A study conducted by Leo Rayman (Weber Shandwick) over 4000 interviews online, 4 European markets, and 5 categories of goods proves that more than one-third of European consumers are influenced by another consumer’s recommendation and, more often than not, recommendation leads to a sale.37 In an attempt to progress by sharing knowledge, to overstep the pyramid of Maslow and reach the second level, they will definitely promote a brand that fulfilled their inner needs. It is all the more true concerning the medical sector, since patients may be reluctant to ask for information due to the guilt or shame felt as a consequence of their condition. This reliance on networks is not a new phenomenon. People have always relied on networks to help them make healthcare-related decisions (DDB, The Yellow Paper series no. 473 ‘Health is the new wealth’). Hence, the two major matters that high-profile man- agers should focus upon are information available in communities – either virtual or in real life (IRL) – and their brand.38 Health websites have become a common element in the overall marketing strategy of pharmaceutical companies. More than two-thirds of enterprises in this sector have a website. The idea is that they mobilize patients to talk with their doctors about certain diseases and treatment options.39 Nevertheless, companies have to balance the rather diverging needs of their target groups, including consumers, physicians, pharmacies, or health insurance companies. Pharmaceutical companies have also to consider regulatory restrictions such as the ban on advertising prescription drugs directly to the consumers in the EU. Thanks to those sites, by listening and learning, insights can be applied not only to communications but also to the development of products and brands (DDB, The Yellow Paper Series no. 473 ‘Health is the new wealth’).