Download or read book Brand Positioning in Pharma written by Subba Rao Chaganti and published by PharmaMed Press / BSP Books. This book was released on 2023-01-01 with total page 211 pages. Available in PDF, EPUB and Kindle. Book excerpt: Why a book on Brand Positioning in Pharma, a fifty-plus year-old-concept, particularly when new age marketing frameworks such as Customer Experience, Design Thinking, Agile Marketing, Content Marketing, Closed Loop Marketing, Omnichannel Marketing, and others are disrupting pharmaceutical marketing? Two reasons. Firstly, Brand Positioning is not a marketing framework but a Foundational Principle. It is customer-centric at its core and competition-oriented—two of the most important aspects of marketing. Secondly, while most marketers know what Positioning is, many are unclear on how to do it effectively. Hence this book, Brand Positioning in Pharma. Brand Positioning in Pharma aims to show how to create a winning positioning strategy for your Brand in a hyper-crowded market like pharmaceuticals. Jack Trout and Al Ries pioneered the Positioning concept. They described it first in an article, Positioning is a game people play in today's me-too marketplace, published in the June 1969 issue of Industrial Marketing. They stated in the article that Positioning is a mental device that helps the typical consumer deal with overwhelming, unwanted advertising. In comparison, today's consumer is much more overwhelmed with countless unwanted advertising messages. In healthcare and Pharma, physicians, apart from other advertising messages, are constantly bombarded with numerous messages from Pharma companies. To survive in this overcrowded pharmaceutical marketplace, and if a Prescription Drug Brand's voice is to be heard above the current noise level, Pharma Marketers need a precise, meaningful, and relevant Positioning. Positioning that resonates with the customer. Brand Positioning in Pharma shows you how to do that, with fifty-two case studies demonstrating how some innovative marketers creatively positioned their products and won. Contents: 1. Brand Positioning 2. Disease Branding 3. Drug Repositioning 4. Blue Ocean Strategy 5. Framing 6. Brand Positioning in the Digital Age

Download or read book Pharmaceutical Product Branding Strategies written by Mark Paich and published by CRC Press. This book was released on 2009-03-02 with total page 314 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 issue

Download or read book Brand Planning for the Pharmaceutical Industry written by Janice MacLennan and published by Gower Publishing, Ltd.. This book was released on 2004 with total page 184 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brand Planning for the Pharmaceutical Industry is a step-by-step guide, with examples from the pharmaceutical industry directly applicable to your own brand planning. It begins by exploring the definition of branding and why it is of importance, particularly to the pharmaceutical sector. It shows how branding can be successfully integrated into the early stages of the commercialization process for new products, both in theory and in practice.

Download or read book Innovation and Marketing in the Pharmaceutical Industry written by Min Ding and published by Springer Science & Business Media. This book was released on 2013-10-31 with total page 763 pages. Available in PDF, EPUB and Kindle. Book excerpt: The pharmaceutical industry is one of today’s most dynamic and complex industries, involving commercialization of cutting-edge scientific research, a huge web of stakeholders (from investors to doctors), multi-stage supply chains, fierce competition in the race to market, and a challenging regulatory environment. The stakes are high, with each new product raising the prospect of spectacular success—or failure. Worldwide revenues are approaching $1 trillion; in the U.S. alone, marketing for pharmaceutical products is, itself, a multi-billion dollar industry. In this volume, the editors showcase contributions from experts around the world to capture the state of the art in research, analysis, and practice, and covering the full spectrum of topics relating to innovation and marketing, including R&D, promotion, pricing, branding, competitive strategy, and portfolio management. Chapters include such features as: · An extensive literature review, including coverage of research from fields other than marketing · an overview of how practitioners have addressed the topic · introduction of relevant analytical tools, such as statistics and ethnographic studies · suggestions for further research by scholars and students The result is a comprehensive, state-of-the-art resource that will be of interest to researchers, policymakers, and practitioners, alike.

Download or read book Beloved Brands written by Graham Robertson and published by Createspace Independent Publishing Platform. This book was released on 2018-01-06 with total page 228 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Beloved Brands is a book every CMO or would-be CMO should read." Al Ries With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love. You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution, and be able to analyze the performance of your brand through a deep-dive business review. Marketing pros and entrepreneurs, this book is for you. Whether you are a VP, CMO, director, brand manager or just starting your marketing career, I promise you will learn how to realize your full potential. You could be in brand management working for an organization or an owner-operator managing a branded business. Beloved Brands provides a toolbox intended to help you every day in your job. Keep it on your desk and refer to it whenever you need to write a brand plan, create a brand idea, develop a creative brief, make advertising decisions or lead a deep-dive business review. You can even pass on the tools to your team, so they can learn how to deliver the fundamentals needed for your brands. This book is also an excellent resource for marketing professors, who can use it as an in-class textbook to develop future marketers. It will challenge communications agency professionals, who are looking to get better at managing brands, including those who work in advertising, public relations, in-store marketing, digital advertising or event marketing. "Most books on branding are really for the MARCOM crowd. They sound good, but you find it's all fluff when you try to take it from words to actions. THIS BOOK IS DIFFERENT! Graham does a wonderful job laying out the steps in clear language and goes beyond advertising and social media to show how branding relates to all aspects of GENERAL as well as marketing management. Make no mistake: there is a strong theoretical foundation for all he says...but he spares you the buzzwords. Next year my students will all be using this book." Kenneth B. (Ken) Wong, Queen's University If you are an entrepreneur who has a great product and wants to turn it into a brand, you can use this book as a playbook. These tips will help you take full advantage of branding and marketing, and make your brand more powerful and more profitable. You will learn how to think, define, plan, execute and analyze, and I provide every tool you will ever need to run your brand. You will find models and examples for each of the four strategic thinking methods, looking at core strength, competitive, consumer and situational strategies. To define the brand, I will provide a tool for writing a brand positioning statement as well as a consumer profile and a consumer benefits ladder. I have created lists of potential functional and emotional benefits to kickstart your thinking on brand positioning. We explore the step-by-step process to come up with your brand idea and bring it all together with a tool for writing the ideal brand concept. For brand plans, I provide formats for a long-range brand strategy roadmap and the annual brand plan with definitions for each planning element. From there, I show how to build a brand execution plan that includes the creative brief, innovation process, and sales plan. I provide tools for how to create a brand calendar and specific project plans. To grow your brand, I show how to make smart decisions on execution around creative advertising and media choices. When it comes time for the analytics, I provide all the tools you need to write a deep-dive business review, looking at the marketplace, consumer, channels, competitors and the brand. Write everything so that it is easy to follow and implement for your brand. My promise to help make you smarter so you can realize your full potential.

Download or read book Pharmaceutical Marketing written by Eugene Mick Kolassa and published by CRC Press. This book was released on 2002-03-12 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Explore the nuts and bolts of marketing pharmaceuticals today! Written by leading authorities in the field, Pharmaceutical Marketing: Principles, Environment, and Practice is the fifth in Dr. Mickey Smith's series of books on the subject which began in the 1960s. In this extraordinary book, he and his co-authors examine the principles of marketing pharmaceuticals, describe the environmental factors that affect their application, and show how these principles can be applied in response to those factors in practice. From the history and development of marketing pharmaceuticals to channel systems, legal requirements, budgeting, and product placement, this essential volume is a comprehensive text that will help students prepare for successful careers in this expanding field. From editor Mickey Smith: “Looking back on 40 years of experience, I’ve recently begun saying that most of the things I knew about pharmaceutical marketing over the years that made me so smart are not true anymore. But the fact is that the principles of marketing are as true as they were when they appeared in my first book (published in 1968). What has changed, and had to change, was the way the principles are applied. “This book is based on the premise that marketing follows certain principles and that pharmaceutical marketing is affected by a variety of environmental influences which lead to a rich array of marketing practices. These practices are presented to demonstrate how the successful application of marketing principles—with appropriate adaptation to environmental forces—can lead to success in the marketplace. Failures are also presented.” This well-referenced book explores and explains the principles and practical application of vital elements of pharmaceutical marketing, including: product pricing—with sections on trends, competition, reimbursement programs, public policy, and more research and development—including strategies relating to new products, product scope, positioning and repositioning, product elimination, diversification, and a fascinating case study about Ibuprofen promotion—rational and nonrational appeals, advertising prescription drugs to consumers, strategic choices among media types, budgeting, and more place factors, channel systems, physical distribution, and specialists and much more! Ideal for anyone entering or studying the pharmaceutical industry, Pharmaceutical Marketing: Principles, Environment, and Practice is a one-stop source of reliable knowledge that you’ll refer to again and again! In the editor's words, “Good marketing leads to good medicine. Exceptions exist, but when the system works, bad marketing never succeeds for long—and neither does bad medicine.”

Download or read book A to Z of Pharmaceutical Marketing Worlds Voulme 1 written by Subba Rao Chaganti and published by BSP Books . This book was released on 2024-05-08 with total page 1301 pages. Available in PDF, EPUB and Kindle. Book excerpt: Unveiling the Alchemy of Pharma Marketing: Why You Need the A to Z of Pharmaceutical Marketing, the World’s First-and-Only Enclopedia? Pharma marketing thrives in a complex ecosystem, demanding constant navigation through scientific frontiers, regulatory labyrinths, and stakeholder whisperings. In this intricate dance, knowledge is your elixir, and the A to Z of Pharmaceutical Marketing is your alchemist’s handbook. Here’s why it is indispensable for every pharma marketer: 1. Master the Maze: From A to Z, Your Compass is Ready. No more drowning in information overload. This encyclopedia unlocks a treasure trove of 1,464 entries, from “A/B Testing to ZMOT,” each meticulously crafted to illuminate every facet of the pharmaceutical marketing world. 2. Sharpen Your Edge: Demystifying the Nuances of Today’s Pharma Landscape. The industry is in constant flux, and staying ahead of the curve is a constant battle. The A to Z arms you with the latest trends, regulations, and ethical considerations. It’s the power to predict, adapt, and lead the change. 3. Elevate Your Game: From Novice to Maestro, Craft Winning Strategies. Knowledge is power, but application is mastery. The A to Z goes beyond theory, offering practical tips and expert insights to fuel strategic thinking. The A to Z of Pharmaceutical Marketing is more than just a book; it’s a game changer. It’s the ultimate reference and the strategic advisor you need to excel in this dynamic industry. Invest in your knowledge and your future. Remember, in pharma marketing, knowledge is not just power; it’s the potion that turns potential into success.

Download or read book Pharmaceutical Marketing written by Mickey C. Smith and published by CRC Press. This book was released on 1991-10-24 with total page 444 pages. Available in PDF, EPUB and Kindle. Book excerpt: Reflecting the fascinating and dramatic changes in pharmacy, pharmaceutical education, and the pharmaceutical industry in recent years, this authoritative volume focuses on the practice of marketing both prescription and nonprescription medications. In a dozen comprehensive chapters, author Mickey Smith highlights the economic social, and

Download or read book Co Branding written by T. Blackett and published by Springer. This book was released on 1999-09-24 with total page 160 pages. Available in PDF, EPUB and Kindle. Book excerpt: The strategic management and development of brands continues to grow in importance for most businesses and the last decade has seen more and more brand owners turning to co-branding as a way of adding further value to their brand assets. The synergy that can be created by two well-matched brands working together in harmony can be considerable and enhance both profitability and the valuation of the brand for both parties. However, the challenges presented by co-branding are considerable, getting the strategy right for a single brand is hard enough, but once two brands are brought together the challenges increase considerably. The brand personalities must be complementary. This is the first book to explore this important area.

Download or read book Strategic Pharmaceutical Marketing Management in Growth Markets written by Mithun Nandy and published by Taylor & Francis. This book was released on 2023-05-09 with total page 210 pages. Available in PDF, EPUB and Kindle. Book excerpt: India is the largest provider of generic drugs globally. The Indian pharmaceutical sector supplies over 50% of the global demand for various vaccines and, as a result, holds an important position in the global pharmaceutical sector. This book is a comprehensive study of pharmaceutical marketing management in the Indian context and similar growth markets. The book introduces the fast-paced and multi-faceted discipline of pharmaceutical marketing management through an in-depth discussion on the genesis and evolution of its marketing concept. Combining theory and practice, it offers a strategic approach to pharmaceutical marketing from an organizational and business perspective and explicates the practical applications of it. Richly supported by case studies, the book brings together fresh perspectives and approaches equally useful for students and professionals. This book will be of interest to academicians, advanced students, and practitioners of pharmaceutical marketing and pharmaceutical management. It will also be beneficial to those interested in business strategy, decision-making, and international marketing.

Download or read book Brand Medicine written by T. Blackett and published by Springer. This book was released on 2001-04-27 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: As governments seek to mitigate the cost of state-subsidised healthcare, branding in the pharmaceutical industry has become a critical issue. Drugs companies must change their methods of communication and distribution - focusing more on their direct relationship with the consumer. This requires fundamental changes in consumer behaviour, access to information, freedom of choice and value for money. Brands and brand values will play a leading role in this process, as has been seen with products such as Prozac and Viagra. This book by Interbrand Newell and Sorrell, the world's leading branding consultancy, provides cutting edge thinking on this area and lessons for anyone involved in brand development and management.

Download or read book A to Z of Pharmaceutical Marketing Volume 2 written by Subba Rao Chaganti and published by BSP Books . This book was released on 2024-05-08 with total page 1182 pages. Available in PDF, EPUB and Kindle. Book excerpt: Transactional to Transformational Marketing in Pharma: The Science of Why and the Art of How is a ground breaking book that explores the current state of the pharmaceutical industry's marketing practices and how they can be improved. Despite being instrumental in saving countless lives and improving the health of people worldwide for over a century, the modern pharmaceutical industry has suffered from a tarnished reputation due to unethical business practices and transactional marketing. In this timely and informative book, the author delves into the reasons behind pharma's fall from grace and shows how transactional marketing practices cannot build brand loyalty or reputation. Instead, the book highlights the importance of transformational marketing practices and ethical business behavior, which can lead to long-term success and customer loyalty. Using real-world examples and case studies, Transactional to Transformational Marketing presents a step-by-step approach to help pharma companies transform their marketing practices. From understanding the importance of customer-centricity to leveraging digital technologies, this book provides practical tips and strategies that can be implemented immediately. Transactional to Transformational Marketing in Pharma is a must-read for anyone interested in elevating the pharmaceutical industry's reputation and creating sustainable growth in the long term. If you are a marketer, business leader, or anyone interested in transforming the pharmaceutical industry's marketing practices, this book is for you.Contents: 1. Pharma’s Reputation on a Slide 2. Ethics in the Pharmaceutical Industry 3. Unethical Marketing Practices in Pharma 4. Transactional Marketing 5. Restoring Pharma’s Reputation 6. Transformational Marketing in Pharma 7. Transformational Marketing in Pharma: Two Case Studies 8. Transformational Marketing the Winner’s Checklist Two Case Studies

Download or read book Brand Positioning With Power written by Robert S. Gordon and published by Business Expert Press. This book was released on 2023-12-05 with total page 183 pages. Available in PDF, EPUB and Kindle. Book excerpt: Powerful Brand Positioning Harnesses Key Building Blocks Brand Positioning with Power: Maximizing Your Marketing Impact is a new take on Al Ries and Jack Trout’s original positioning concept. The book delivers measurable results because it: Is remarkably easy to use Uses a proven, systematic positioning process Leverages exciting, practical real-world examples You’ll see how the three essential building blocks of positioning lead organically to increased success, whether you are a sole proprietor or a Fortune 500 organization. Written in an enthusiastic, concise, and conversational style, Brand Positioning with Power offers ground-breaking insights, including the vital role emotion plays in effective positioning. This is the tool you need today to take your brand from where you are to where you want to go.

Download or read book Transactional to Transformational Marketing in Pharma written by Subba Rao Chaganti and published by BSP Books . This book was released on 2023-06-01 with total page 265 pages. Available in PDF, EPUB and Kindle. Book excerpt: Transactional to Transformational Marketing in Pharma: The Science of Why and the Art of How is a ground breaking book that explores the current state of the pharmaceutical industry's marketing practices and how they can be improved. Despite being instrumental in saving countless lives and improving the health of people worldwide for over a century, the modern pharmaceutical industry has suffered from a tarnished reputation due to unethical business practices and transactional marketing. In this timely and informative book, the author delves into the reasons behind pharma's fall from grace and shows how transactional marketing practices cannot build brand loyalty or reputation. Instead, the book highlights the importance of transformational marketing practices and ethical business behavior, which can lead to long-term success and customer loyalty. Using real-world examples and case studies, Transactional to Transformational Marketing presents a step-by-step approach to help pharma companies transform their marketing practices. From understanding the importance of customer-centricity to leveraging digital technologies, this book provides practical tips and strategies that can be implemented immediately. Transactional to Transformational Marketing in Pharma is a must-read for anyone interested in elevating the pharmaceutical industry's reputation and creating sustainable growth in the long term. If you are a marketer, business leader, or anyone interested in transforming the pharmaceutical industry's marketing practices, this book is for you.Contents: 1. Pharma’s Reputation on a Slide 2. Ethics in the Pharmaceutical Industry 3. Unethical Marketing Practices in Pharma 4. Transactional Marketing 5. Restoring Pharma’s Reputation 6. Transformational Marketing in Pharma 7. Transformational Marketing in Pharma: Two Case Studies 8. Transformational Marketing the Winner’s Checklist Two Case Studies

Download or read book Pharmaceutical Marketing written by Ross Mullner and published by Emerald Group Publishing. This book was released on 2005 with total page 92 pages. Available in PDF, EPUB and Kindle. Book excerpt: The purpose of this title is to address some of the complex and controversial issues posed by pharmaceutical marketing. Specifically, articles in this work will address the impact of direct-to-consumer advertising of drugs, the marketing of drugs over the Internet, pharmaceutical companies' marketing policies, and the marketing of herbal products, which are not regulated by the United States Food and Drug Administration (FDA). Hopefully, it will provide many new insights into the benefits and pitfalls of pharmaceutical marketing. Originally published as Journal of Consumer Marketing (2005, Vol.22, No.7)

Download or read book The Future of Pharmaceutical Product Development and Research written by and published by Academic Press. This book was released on 2020-08-19 with total page 976 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Future of Pharmaceutical Product Development and Research examines the latest developments in the pharmaceutical sciences, also highlighting key developments, research and future opportunities. Written by experts in the field, this volume in the Advances in Pharmaceutical Product Development and Research series deepens our understanding of the product development phase of drug discovery and drug development. Each chapter covers fundamental principles, advanced methodologies and technologies employed by pharmaceutical scientists, researchers and the pharmaceutical industry. The book focuses on excipients, radiopharmaceuticals, and how manufacturing should be conducted in an environment that follows Good Manufacturing Practice (GMP) guidelines. Researchers and students will find this book to be a comprehensive resource for those working in, and studying, pharmaceuticals, cosmetics, biotechnology, foods and related industries. - Provides an overview of practical information for clinical trials - Outlines how to ensure an environment that follows Good Manufacturing Practice (GMP) - Examines recent developments and suggests future directions for drug production methods and techniques

Download or read book Pharma Marketing Management written by Dr. Ritu Kataria and published by Thakur Publication Private Limited. This book was released on 2021-03-10 with total page 296 pages. Available in PDF, EPUB and Kindle. Book excerpt: Buy E-Book of Pharma Marketing Management Book For B.Pharm 8th Semester of U.P. State Universities