{"id":987511609,"date":"2025-04-23T14:47:27","date_gmt":"2025-04-23T14:47:27","guid":{"rendered":"https:\/\/branding-science.com\/?p=987511609"},"modified":"2025-05-01T14:49:57","modified_gmt":"2025-05-01T14:49:57","slug":"la-construction-de-la-marque-langle-mort-dun-milliard-de-dollars-de-la-pharmacie","status":"publish","type":"post","link":"https:\/\/branding-science.com\/fr\/la-construction-de-la-marque-langle-mort-dun-milliard-de-dollars-de-la-pharmacie\/","title":{"rendered":"La cr\u00e9ation de marques : l'angle mort d'un milliard de dollars de l'industrie pharmaceutique"},"content":{"rendered":"<p>[et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.23.1&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_row _builder_version=&#8221;4.23.1&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.23.1&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_image src=&#8221;https:\/\/branding-science.com\/wp-content\/uploads\/2025\/04\/BSC_3946-Brand-building-article-Blog-Banner.png&#8221; alt=&#8221;BrandFest 25&#8243; title_text=&#8221;BSC_3946 Brand building article &#8211; Blog Banner&#8221; align=&#8221;center&#8221; _builder_version=&#8221;4.27.0&#8243; _module_preset=&#8221;default&#8221; border_radii=&#8221;on|20px|20px|20px|20px&#8221; box_shadow_style=&#8221;preset1&#8243; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221;][\/et_pb_image][et_pb_text admin_label=&#8221;Text&#8221; _builder_version=&#8221;4.27.0&#8243; _module_preset=&#8221;default&#8221; text_font=&#8221;|300|||||||&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h5><b><span data-contrast=\"auto\">15 seconds<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/h5>\n<p><span data-contrast=\"auto\">That\u2019s all you have, everyday as a marketer.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">15 seconds is the maximum amount of time a cognitively overloaded HCP will spend considering prescribing your brand in a live situation. That makes those 15 seconds everything to pharma marketing teams \u2013 and to you.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Whilst the industry likes to think that prescribing decisions are rational, behavioural science shows that they are in fact driven by emotions and heuristics (mental shortcuts); and brands are at the heart of these mental shortcuts.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">When delivered well, brands guide the heuristics that drive which patients receive the treatment and why. A consistently delivered brand allows companies to own the narrative around their product and ensure its success.<\/span><span data-ccp-props=\"{}\"> So, how can you create an emotional connection with your brand that is based on insight?<\/span><\/p>\n<p><strong><a href=\"https:\/\/branding-science.com\/wp-content\/uploads\/2025\/04\/BSC_3946_Brand-building-article-v2-1.pdf\">Click here to read the full article.<\/a><\/strong><\/p>\n<p><strong>Get in touch:<\/strong><\/p>\n<p><strong>Ed Corbett, Head of Consulting: ed.corbett@branding-science.com<\/strong><\/p>\n<p><strong>Lucy Ireland, Senior Director, Client Services: lucy.ireland@branding-science.com<\/strong><\/p>\n<p><span class=\"EOP SCXW245167007 BCX0\" data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>15 seconds\u00a0 That\u2019s all you have, everyday as a marketer.\u00a0 15 seconds is the maximum amount of time a cognitively overloaded HCP will spend considering prescribing your brand in a live situation. That makes those 15 seconds everything to pharma marketing teams \u2013 and to you.\u00a0 Whilst the industry likes to think that prescribing decisions [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":987511610,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"<p>Here at Branding Science we have been fortunate to assist numerous companies in conducting advisory boards, fostering many insightful discussions with a range of healthcare professionals.<\/p><p>However, these conversations aren\u2019t always a breeze! That\u2019s why we\u2019ve distilled some of our key strategies to ease tension and promote fruitful discussions during ad boards.<\/p><p>In our latest article, we\u2019ve shared our top seven tips to bear in mind if you want to conduct a successful ad board.<\/p><p>To read our thoughts in full, <a href=\"https:\/\/branding-science.com\/\/wp-content\/uploads\/2023\/11\/HCP-meeting-PDF_V1.1.pdf\" target=\"_blank\" rel=\"noopener\">click here<\/a>.<\/p>","_et_gb_content_width":"","footnotes":""},"categories":[18,1],"tags":[],"class_list":["post-987511609","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Brand building: pharma&#039;s billion-dollar blind spot | Branding Science<\/title>\n<meta name=\"description\" content=\"Brand building matters in pharma. 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