Mylan's campaign for Europe, ME and Africa

US generic drugs major Mylan has announced the official launch, of its new brand campaign in Europe, the Middle East and Africa (EMEA). The European pharmaceutical industry is undergoing major changes and has to transition from the traditional blockbusters approach to new business models, the firm says, noting that this is all the more urgent as health care systems are under huge financial pressure.

With the purchase of the generics business of the German Merck KGaA in 2007 (Marketletters passim), Mylan now has worldwide coverage, top rankings in many markets and claims to be one of only two global generics and specialty pharmaceutical companies that is truly vertically integrated enabling it to compete in the current challenging economic environment. In order to respond to new market needs and establish a brand supporting all stakeholders, Didier Barret, president of Mylan EMEA, revealed the large pan-European marketing campaign, saying: "we believe that the growing role of generics will impose new health and consumer brands," and Mylan is set to be the new "reference" in health care.