MED AD NEWS

OCTOBER, 2002

Most-recognized respiratory brands.

Brand Identity

Proventil (albuterol) is the most-recognized asthma drug in the United States. Its rival Ventolin is the most recognized asthma brand in Europe. Although Claritin is almost a household word in the United States for allergy medicines and recognized by most physicians, the product is not as readily recognized overseas as its competitor Zyrtec.

Proventil was recognized by 15.3% of physicians in a survey conducted by Brand Institute Inc. (www.brandinstitute.com), a biotechnology branding, pharmaceutical branding, and consumer branding consultancy firm, in the first quarter of 2002. Proventil is marketed by Schering-Plough Corp. (www.sgp.com). The most-recognized allergy drug in North America is Claritin (loratadine), which is marketed by Schering-Plough.

In Europe, the most-recognized asthma drug was Ventolin (albuterol), recognized by 28% of physicians. Ventolin is sold by GlaxoSmithKline (www.gsk.com). The most-recognized allergy drug was Zyrtec (cetirizine), which was recognized by 1.8% of physicians. The product is sold by Pfizer Inc. (www.pfizer.com) and UCB Pharma (www.ucbpharma.com).

Brand Institute, a consumer, biotech and pharmaceutical brand name and identity consultancy, surveyed more than 2,000 physicians and pharmacists throughout North America and Europe to determine the most-recognizable pharmaceutical brand names in the asthma and allergy category. The Brandpoll.com sample consists of physicians and hospital and retail pharmacists. Brandpoll.com is a marketing tool created by Brand Institute that assists clients in monitoring the competitive marketplace and identifying the potential strengths and weaknesses of their brand names.
Brand Identity