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b'"Brand identity helps doctors see the patient behind the condition.\\u201d Vince Parry has spent his career at the forefront of the healthcare branding industry. He has launched some of the most iconic healthcare brands, such as Lipitor, Botox, and Prozac. He has also been instrumental in transforming the way society is educated about illness and the possible options for relief. We discussed all of this and more on this week\\u2019s episode of the On Brand podcast.\\n\\xa0About\\xa0Vince Parry\\nVince Parry, a 30-year veteran of the health and wellness communications industry is the founder of the Parry Branding Group. Throughout his distinguished career, Vince has worked on many of the most well-known corporate, franchise, service, and product brands. He was previously the Chief Branding Officer at inVentiv Health, the Founder and President of Y Brand, the Founder and President of GSW NY and the Chief Creative Officer at Sudler & Hennessy.\\nVince has appeared on NBC Nightly News with Brian Williams and BBC radio, has been featured in Medical Marketing and Media, PharmaVoice, Pharmaceutical Executive, and MedAdNews, and guest lectures at the Rutgers Pharmaceutical MBA program on healthcare branding.\\xa0He\\u2019s also the author of Identity Crisis: Health Care Branding\'s Hidden Problems and Proven Strategies to Solve Them.\\nEpisode Highlights\\nWhy is healthcare branding so different? \\u201cThe big difference between consumer branding and healthcare branding is that consumer branding is a celebration of self. The new iPhone reinforces your identity. With healthcare branding, it restores your identity. It restores what an illness has taken away. It\\u2019s a protection.\\u201d\\nHealthcare branding and storytelling. \\u201cIllness is a great drama.\\u201d That\\u2019s because it comes with an antagonist. Something else that you\\u2019re fighting against. \\u201cTake overactive bladder vs. incontinence. Overactive bladder personifies the illness.\\u201d\\n\\u201cYou can\\u2019t walk into a store and buy Lipitor.\\u201d We talked extensively about the challenge pharmaceutical marketing presents as the end-user can\\u2019t buy the product. But they can ask the physician. Vince stressed that you still need to educate the doctors on the drugs and illnesses as they don\\u2019t like being uninformed.\\nWhat can other businesses learn from healthcare branding and marketing? You have to learn about your customers and asking questions is the best way to do that. \\u201cBut you can\\u2019t ask direct questions like \\u2018How do you feel about this?\\u2019\\u201d Consumers today are informed about market research and can inadvertently skew their responses. That\\u2019s why you need to approach them in an indirect manner.\\nWhat brand has made Vince smile recently? \\u201cIf it\\u2019s a real smile I\\u2019d say the New York Yankees \\u2014 because they\\u2019re my team, my brand.\\u201d Then Vince pointed us to more of a \\u201cshaking my head\\u201d smile at pharmaceutical brand Movantik, for their creation of the concept of opioid-induced constipation. \\u201cYou mean \\u2026 constipation?!?!\\u201d joked Vince.\\nTo learn more, go to parrybranding.com.\\nLearn more about your ad choices. Visit megaphone.fm/adchoices'