Razvoj lijeka ili medicinskog proizvoda zahtijeva dugo vremensko razdoblje ispitivanja, izdašna financijska ulaganja te nosi određeni rizik. Kako bi farmaceutska poduzeća na tržište plasirala nove lijekove ili medicinske proizvode, prethodno se moraju provesti klinička ispitivanja. Svrha i cilj provođenja ovih ispitivanja je procjena koristi i rizika primjene novog lijeka u široj populaciji pa tako svako kliničko ispitivanje daje odgovore na određena klinička pitanja. S obzirom na trend globalizacije klinička ispitivanja danas su globalna usluga i mogu se provoditi na nekoliko dijelova svijeta istovremeno. Ova činjenica u fokus stavlja pitanje važnosti brendiranja usluge kliničkih ispitivanja lijekova i drugih medicinskih proizvoda i izgradnje međunarodno priznate marke i njezine integracije u medicinsku, društvenu i ekonomsku sferu što je tema ovog završnog rada.

Development of a drug or a medical product demands a long period of research, large financial investment, and it carries with it a certain risk. In order for pharmaceutical companies to introduce new drugs or medical products on the market, clinical tests must be carried out first. The purpose and goal of conducting these tests is the evaluation of benefits and risks of using a new drug in a broad population. Therefore, every clinical test gives answers to certain clinical questions. In regards to the globalization trend, clinical tests are now a global service and can be carried out in several parts of the world at the same time. This fact shows the utmost importance of branding the services of clinical tests of drugs and other medical products, as well as the development of an internationally recognized brand and its integration in the medical, social and economic area, which is the topic of this final paper.