Sarah Angelmar

Sarah Angelmar

New York, New York, United States
2K followers 500+ connections

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Education

  • INSEAD Graphic

    INSEAD

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    Curriculum highlights: Marketing, Strategy, Entrepreneurship

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Publications

  • Building strong condition brands

    Journal of Medical Marketing

    With blockbuster brands such as Pfizer's Lipitor, GlaxoSmithKline's Advair, AstraZeneca's Nexium and many others, the pharmaceutical industry has demonstrated its expertise in building strong product brands. Product branding-focused marketing, however, leaves many patients untreated. Patients who do not recognise particular symptoms and medical conditions are less likely to seek medical attention and treatment, especially when their family doctor often lacks the time to probe for each and every…

    With blockbuster brands such as Pfizer's Lipitor, GlaxoSmithKline's Advair, AstraZeneca's Nexium and many others, the pharmaceutical industry has demonstrated its expertise in building strong product brands. Product branding-focused marketing, however, leaves many patients untreated. Patients who do not recognise particular symptoms and medical conditions are less likely to seek medical attention and treatment, especially when their family doctor often lacks the time to probe for each and every possible medical condition. Product branding tells consumers about a solution but not about the problem which the solution addresses. Condition branding educates consumers, physicians and other stakeholders about the problem. We propose that the pharmaceutical marketing paradigm be broadened. Pharmaceutical marketers should build strong condition brands, in much the same way as they build strong product brands. Condition branding facilitates customers decision-making, contributes to better health and may improve the standing of the pharmaceutical industry, which stands accused of overly aggressive product branding efforts, among other criticisms. When condition and product branding are well coordinated, each enhances the effectiveness of the other, raising patient health and brand sales.

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Languages

  • French

    Native or bilingual proficiency

  • German

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  • English

    Full professional proficiency

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