How Novartis Built a Stronger Brand in
By Jerry Allocca, Founder and CEO of Connected Culture, Inc.
Novartis, one of the world’s most prominent pharmaceutical companies, has
a long, established history of successful marketing campaigns. Many of their
consumer brands are household names: Benefiber, Ex-Lax, Excedrin and Keri Skin
Care. They also market a long list of prescription pharmaceuticals and are known
as a global leader in eye care and generic products. Among the many strengths
of Novartis is their ability to leverage multiple marketing channels to reach target
audiences and increase awareness of certain brands. This is certainly the case for
their drug Gilenya, developed to treat symptoms of multiple sclerosis.