Beyond the Pill: A 7Ps–3D Framework for Sustainable and Patient-Centric Pharmaceutical Branding
DOI:
https://doi.org/10.66635/bxeees09Keywords:
Pharmaceutical branding, Sustainability, Patient-centricity, Brand legitimacy, Brand equity, Marketing mix (7Ps), Brand architectureAbstract
Pharmaceutical branding remains largely anchored in product-centric and patent-driven logics that are increasingly misaligned with contemporary healthcare dynamics. Pressures arising from patent expiry, intensified generic competition, and rising expectations around sustainability and patient engagement have exposed limitations in existing branding approaches.
This study develops a 7Ps–3D conceptual framework that integrates sustainability into the extended marketing mix and links it to three sequential brand outcomes: brand legitimacy (D1), brand equity (D2), and market impact (D3). In doing so, the paper advances the notion of patient-centric brand equity, capturing behavioural outcomes such as adherence, advocacy, and willingness to incur additional cost.
The framework is formalised through a linear moderation model, in which sustainability (Green P) strengthens the relationship between legitimacy and brand equity. In parallel, the study proposes a hybrid or endorsed brand architecture as a more effective structure for pharmaceutical markets characterised by regulatory constraints and multi-stakeholder engagement.
The paper contributes to the literature by integrating sustainability, brand legitimacy, and brand equity within a unified pharmaceutical branding framework. Managerial implications emphasise the strategic role of sustainability and patient engagement in sustaining brand value beyond patent expiry. Directions for empirical validation are outlined. A preliminary pilot study provides directional empirical support for the proposed relationships.
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