與過去相比，現今有更多的「超大型品牌」(MEGA BRAND)不再單純只是實驗室的努力成果，而是由研發、醫療、行銷及各種領域組成的跨領域團隊，透過精心協調規劃的方式，將「前景看好的分子」打造為「暢銷產品」(Blockbusting Products)。全球跨國製藥業中有多項產品具備相當高的潛力成為超大型品牌，並且能對其公司未來的業務做出重大貢獻。 行銷在打造超大型品牌的過程中扮演關鍵的核心角色，其中又以有效的傳播支援最為重要。本研究主要是透過個案研究，找出什麼是將產品打造及維持成為超大型品牌或暢銷藥品的成功關鍵?為什麼成功?以及如何成功?或許可以提供行銷人員做為參考，其中並透過之前台灣全球跨國製藥業的活動範例，以推出超大型品牌的觀點概述支持品牌的關鍵傳播活動。 同時，希望針對超大型品牌成為暢銷藥品之關鍵傳播領域提供相關建議： • 問題準備 • 競爭對手策略 • 意見領袖支持 • 與第三方組織合作 • 與媒體合作 • 內部傳播 • 與經銷機構合作 / Today more so than ever, a ‘megabrand’ is not something that is just discovered in the lab, but something that is taken from a ‘promising molecule’ to ‘blockbuster product’ through the co-ordinated and planned efforts of cross-functional teams, including R&D, medical and marketing and functions. Within global pharmaceutical industries portfolio, there is considerable potential for several products to be taken to megabrand status and make an important contribution to our business in the future. Marketing plays a critical and central role in the creation of a megabrand and, within that, effective communication support is vital. This research thesis was through cases study to find out what are the keys to be responsible for creating and sustaining a megabrand? Why to be successful? And how to success? Maybe it can provide an overview of the key communication activities used to support a brand, from the perspective of launching a megabrand, through examples drawn from previous campaigns, many from within global pharmaceutical industries in Taiwan In the same time, hope to offer guidance and advice on the critical communication areas for megabrands: • Issues preparedness • Competitor strategies • Opinion leader support • Working with third-party organisations • Working with the media • Internal communications • Working with agencies