Disease branding: what is it, why it works, and how to do it: a win-win marketing strategy that illuminates, educates, and promotes at the same time.

IT'S difficult to turn on the television these days without getting an earful on medical conditions that were unheard of just a few years ago. Diseases that were once obscure at best, such as "Restless Legs Syndrome" (RLS) nd BPH (benign prostatic hyperplasia, or enlarged prostate), now have become as commonly known as heartburn and eczema. So what's going on? Have researchers uncovered a whole new world of diseases--or are the names just new?

The answer to both questions is yes. The phenomenon described above is known as disease branding, and it has become an increasingly important and frequently used strategy for pharma marketers who are looking to differentiate their products while also building new understanding about diseases among patients and physicians.

WHY BRAND A DISEASE?

Disease branding has grown in popularity largely because it builds customer awareness and makes the complexities of medical conditions easier to understand.

While detractors have criticized the practice as empty profiteering, in truth, disease branding provides many legitimate benefits for both pharmaceutical companies and their customers. These benefits can include:

* New understanding of diseases that have been around for many years

* Awareness of little-known conditions

* A more positive (or a less negative) perception of a disease.

SEEING OLD DISEASES IN NEW WAYS

To …