Pharmaceutical Product Branding Strategies: Simulating Patient Flow and Portfolio Dynamics, Second Edition
By Corey Peck, Mark Paich, Jason J. Valant
Publisher: Informa HealthCare
Number Of Pages: 368
Publication Date: 2009-03-02
ISBN-10 / ASIN: 1420087703
ISBN-13 / EAN: 9781420087703
Product Description:
This updated Second Edition details how marketers, forecasters, and brand planners can achieve optimal success by building internally consistent simulation models to project future behavior of patients, physicians, and R&D processes. By introducing the reader to the complexities facing many pharmaceutical firms, specifically issues around cross-functional coordination and knowledge integration, this guide provides a framework for dynamic modeling of interest to several pharmaceutical markets, including epidemiology, market definitions, compliance/persistency, and revenue generation in the context of patient flows or movements.
Features in the text include:
Summary: Not just branding, but much more
Rating: 5
When I purchased this book, I thought it would be an adaptation of branding techniques to the pharmaceutical products. In fact, it was different than I thought. The book illustrates very clearly and logically the dynamics of the pharmaceutical marketplace from three different perspectives; the ultimate consumer; patient, Doctors adoption of new drugs and the treatment attractiveness of the drug. Walking through the details would open to the reader a whole different perspective about the factors influencing the market shares. It acts as an eye opener, and evaluator, for a variety of marketing strategy that is properly targeted toward increasing market shares. Well, it all comes through explaining how dynamic modeling could be used to forecast new drug performance. For me, as a Market Researcher and Consultant, it would certainly help in providing better insights to our clients.
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