Addison Whitney President Brannon Cashion Featured in PM360 Magazine

Addison Whitney’s Global President Brannon Cashion is featured in the April edition of PM360 Magazine, with the first of his series of guests posts.

This month’s edition of the “Brand Slam” article series is titled “Finding the Value in Clinical Trial Branding.”

A brief passage from the article is below, and if you’d like to read the entire post, you can find it here.

Why Should You Brand Your Clinical Trial?

We all understand the scientific value that clinical trials provide in the development of a new molecule. But what we’ve come to see is this: More companies understand the value that clinical trial branding can provide, from building awareness and familiarity (steps one and two of brand equity) to laying the foundation for future brand strategy. A strong brand can communicate confidence in the product. Clinical trial branding is the first opportunity to build positive associations and lasting perceptions of the future brand.

With some clinical trial programs spanning several years, the opportunity for building momentum can be compounded over time. But if any time goes by without a clinical trial brand name, that can undercut what could be the product’s head start.

When deciding whether to move forward with a comprehensive clinical trial branding process, one factor to consider is that product’s competition within the clinical trial space. If similar products are under investigation and the study will be competing for recruitment, investors or educational space, your product will need to find ways to differentiate.

Addison Whitney is a global branding firm with a passion for building strong brands. 

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