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White Paper: Can Your Cold Chain Hurt Your Company's Brand?
By Dan Schell, Life Science Leader magazine.
Consider how important it is for the physicians administering your drugs to have a good perception about your company. And by good perception, I don't mean that they just are satisfied with the drugs you produce, I mean they like the drugs and your company in general; they feel confident that you're top-notch. Sure, there is a lot of marketing that goes into creating that perception, but what you may not realize is that your cold chain processes and technologies can have just as big an impact on a customer's perception as any advertising or marketing campaign. Imagine a physician who receives a batch of antibiotics that are required to be kept at a cold temperature but are warm to the touch when received. Although the drugs may have been delivered from a distributor that is many steps removed from the original manufacturer, the doctor is still going to blame the manufacturer. The pharmaceutical cold chain is receiving a lot of attention these days as increased counterfeiting and diversion practices throughout the distribution channel are uncovered.
Used with permission from Life Science Leader magazine.
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