Summary and Info
"A basic business modeling book can give you technical information on applying business models, and a basic marketing book can give you an understanding of branding, but none of them cover the issues singular to the pharmaceutical industry. Focusing on these unique issues, Pharmaceutical Product Strategy: Using Dynamic Modeling for Effective Brand Planning provides detailed solutions to the challenges involved in product launches, the brand planning process, and the modeling of patient, physician, and prescription data to predict a product's success."--BOOK JACKET. Read more... Content: 1. Traditional approaches to brand planning : the disconnect between product strategies and commercial evaluations -- 2. Dynamic modeling approach to brand planning : operationally understanding key marketplace dynamics -- 3. The dynamic modeling language -- 4. Patient flow sector of the standard template dynamic model -- 5. Extensions of the standard template -- 6. Data for the standard template dynamic model -- 7. Specific models of patient flow dynamics -- 8. Dynamic models of doctor adoption of newly released pharmaceuticals -- 9. Treatment attractiveness of pharmaceutical products -- 10. Integrating the three sectors of the standard template dynamic model -- 11. Strategy testing using integrated standard template model Abstract: Studying cross-functional coordination and knowledge integration, this book introduces issues facing many pharmaceutical firms. Utilizing information, assumption consistency and the need for area-integrated processes are all examined here. Read more...
More About the Author
Albert Mark Patch (1933-2015) was an Australian rugby league player from the 1950s.
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