MED AD NEWS
MARCH, 2002
Branding Services
Most-Recognized Antiviral Brands
The marketers of Zovirax have succeeded in creating pharmaceutical brand name awareness for the antiviral, according to a survey conducted by Brand Institute, Inc., a biotechnology branding, pharmaceutical branding, and consumer branding consultancy firm.
Marketed by GlaxoSmithKline Plc. (www.gsk.com),
Zovirax was the most-recognized antiviral by 40.2% of North American
health-care professionals surveyed in the fourth quarter of 2001. In Europe, Zovirax was the most-recognized
antiviral brand by 49.3% of the health-care professionals surveyed during the
same period.
Branding Services
Brand Institute surveyed 2,000 physicians and pharmacists from North America and Europe to determine the most-recognizable pharmaceutical brand names in the antiviral category. Originally approved March 29, 1982, Zovirax (acyclovir) generated estimated sales of $560.7 million in 2001. The product is a synthetic nucleoside analog active against herpes viruses.
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 Services
