MED AD NEWS
FEBRUARY, 2002
Most-Recognized Diabetes Brands
Glucophage was the most recognized diabetes brand
name by almost half of the North American health-care professionals surveyed in
the fourth quarter of 2001 by Brand Institute, Inc. (www.brandinstitute.com),
a biotechnology branding, pharmaceutical branding, and consumer branding
consultancy firm. Approved Dec. 29,
1994, as an adjunct to diet to lower blood glucose in patients with type 2
diabetes, Glucophage (metformin) is marketed by Bristol-Myers Squibb Co.
(www.bms.com). Sales of Glucophage were
$1.73 billion in 2000.
Branding Organization
Branding Organization
Brand Institute surveyed 2,000 physicians and pharmacists from North America and Europe to determine the most-recognizable pharmaceutical brand names in the diabetes category. In Europe, Diamicron (gliclazide) was the most-recognized brand. The product is marketed by French pharmaceutical company Servier Laboratories (www.servier.com).
The Brandpoll.com sample consisted of physicians of
various specialties and hospital and retail pharmacists surveyed by Brand
Institute (www.brandinstitute.com), a consumer, biotech and
pharmaceutical brand name and identity consultancy. Brandpoll.com is a marketing tool that
assists clients in monitoring the competitive marketplace and in identifying
the potential strengths and weaknesses of their brand names.
Branding Organization
