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 Marketing Planning for the Pharmaceutical Industry written by John Lidstone and published by Taylor & Francis. This book was released on 2017-07-05 with total page 169 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing in the pharmaceutical and healthcare sector requires a particular set of skills; its intricacies mean planning is an essential prerequisite. The marketing planning system described in this book has been designed to enable marketing and product executives to produce a plan which serves as a dynamic management tool which will help them to get from where they are now to where they want to be next year and thereafter. Now in its second edition, this bestselling book has become the standard text for all product managers, marketing managers and directors working in this demanding industry. John Lidstone and Janice MacLennan have updated the book to embrace best current practice. A new orientation to external analysis and a reworking of the application of SWOT analysis, along with fresh material on sales forecasting and strategy implementation, bring the book up to date with current thinking and industry trends. Marketing Planning for the Pharmaceutical Industry is based on real life experience built up over many years. Each chapter takes the reader through the sequential stages of planning so that by the end they will be able to produce a practical plan ready for implementation. It is the only book of this type which tailors marketing to those working in the sector and as such is a unique, invaluable and indispensable resource.

Download or read book Marketing Strategy in the Pharmaceutical Industry written by Marcel Corstjens and published by . This book was released on 1991 with total page 243 pages. Available in PDF, EPUB and Kindle. Book excerpt:

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 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 Pharmaceutical Marketing written by Brent L. Rollins and published by Jones & Bartlett Publishers. This book was released on 2014 with total page 302 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Digital Pharma Marketing Playbook written by Subba Rao Chaganti and published by PharmaMed Press / BSP Books. This book was released on 2022-10-22 with total page 728 pages. Available in PDF, EPUB and Kindle. Book excerpt: Digital Pharma Marketing Playbook is a first-of-its-kind-of book. It is the first and only book that presents 101 cases in digital pharma marketing. These cases show how some of the leading pharmaceutical companies across the world have used digital and social media channels. They are also excellent learning opportunities to all pharma marketing and brand managers, and students of pharmaceutical marketing. Digital transformation is sweeping the world around us. Everything these days has become digital. The ever-increasing rate of adoption of wearable devices and the advent of the internet of things are digitizing more and more of our experience. At the same time, healthcare in general, and the pharmaceutical industry, in particular, have been lagging in adapting to a digital strategy. It is not that the pharma is new to multichannel marketing. The pharmaceutical industry traditionally has been following a multichannel marketing strategy, where most of the channels have been static rather than dynamic. The number of channels has increased significantly due to the internet explosion. Pharma is moving to a multi-stakeholder world, a world in which stakeholders beyond the prescriber are gaining importance. These new influencer groups such as patients, nurses, payers, and regulators are increasingly turning to digital channels for their information needs regarding healthcare. Digital, therefore, plays a vital role in reaching these new audiences. If you want to maximize the impact of your marketing communications, can you afford to ignore the channels that your stakeholders are frequently using? Of course, not. Therefore, the question is not, to digitize or not to digitize, but how soon and how effectively? Why a Digital Pharma Marketing Playbook? Because, a playbook is a one-stop-read or single-source resource for all the essential information that you need on a given sport — in our case, Digital Pharma Marketing. If you can make work more fun and enjoyable it is play! Moreover, when work becomes play, there are no goals that you cannot score!Contents: 1. Challenging Times! Changing Rules! 2. Digital Revolution 3. Digital Pharma Marketing 4. Social Media Marketing and Pharma 5. Digital Transformation

Download or read book Digital Strategies in the Pharmaceutical Industry written by L. Lerer and published by Springer. This book was released on 2003-01-24 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is a comprehensive review of the current state of digital innovation, Internet activity and e-business in the life sciences arena and a practical guide for managers planning, developing and implementing e-strategies in the pharmaceutical industry. The authors provide numerous examples of innovative, best practice and lay the strategic foundation for using e-business across the pharmaceutical value chain from drug discovery to physician promotion to direct-to-consumer marketing.

Download or read book New Techniques for Brand Management in the Healthcare Sector written by Borges, Ana Pinto and published by IGI Global. This book was released on 2021-01-29 with total page 244 pages. Available in PDF, EPUB and Kindle. Book excerpt: Irrespective of the legal sphere and type of care (primary, secondary, and continuing), providers must ensure that users receive quality healthcare through the efficient use of resources, responsiveness, affordability, and the equal treatment of patients. Management and marketing have been playing an important role in this sector with the importance of branding growing in the healthcare market. The chance for brand in healthcare is determined by the challenges to increase and improve consumer choice. That's something to which providers and health systems, in general, have not been familiarized. New Techniques for Brand Management in the Healthcare Sector is a critical research publication that explores the diffusion of new marketing knowledge, tendencies, and qualitative and quantitative methods for brand management in the private, public, and social health sectors and examines the movement from healthcare as a priceless commodity to one that can be, and is, commodified. Highlighting topics such as e-health, medical tourism, and brand management, this publication is essential for hospital directors, marketers, advertisers, promotion coordinators, brand managers, product specialists, academicians, healthcare professionals, brand strategists, policymakers, researchers, and students.

Download or read book Competition and Marketing Strategies in the Pharmaceutical Industry written by Stuart St P. Slatter and published by Routledge Library Editions: Marketing. This book was released on 2015-12-09 with total page 156 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines the nature and extent of competition in the pharmaceutical industry and analyses the interaction between market structure and selected elements of the marketing mix. It provides valuable insights into the level of promotional expenditure required to achieve a significant market share for new products; the use of price, new products and promotional strategies to protect market share; the effects of patent expiration on price levels and the use of pricing strategy to achieve market share. The book includes a brief comparative analysis of competition and marketing strategies in the US ethical pharmaceutical market.

Download or read book Strategic Marketing For Health Care Organizations written by Philip Kotler and published by John Wiley & Sons. This book was released on 2021-02-17 with total page 418 pages. Available in PDF, EPUB and Kindle. Book excerpt: A thorough update to a best-selling text emphasizing how marketing solves a wide range of health care problems There has been an unmet need for a health care marketing text that focuses on solving real-world health care problems. The all new second edition of Strategic Marketing for Health Care Organizations meets this need by using an innovative approach supported by the authors' deep academic, health management, and medical experience. Kotler, Stevens, and Shalowitz begin by establishing a foundation of marketing management principles. A stepwise approach is used to guide readers through the application of these marketing concepts to a physician marketing plan. The value of using environmental analysis to detect health care market opportunities and threats then follows. Readers are shown how secondary and primary marketing research is used to analyze environmental forces affecting a wide range of health care market participants. The heart of the book demonstrates how health management problems are solved using marketing tools and the latest available market data and information. Since the health care market is broad, heterogenous, and interconnected, it is important to have a comprehensive perspective. Individual chapters cover marketing for consumers, physicians, hospitals, health tech companies, biopharma companies, and social cause marketing – with strategies in this last chapter very relevant to the Covid-19 pandemic. Each chapter gives readers the opportunity to improve marketing problem-solving skills through discussion questions, case studies, and exercises.

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 Competition and Marketing Strategies in the Pharmaceutical Industry written by Stuart St. P. Slatter and published by Taylor & Francis. This book was released on 1977 with total page 150 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Marketing to Pharmacists written by Benjamin F Banahan and published by Routledge. This book was released on 2020-07-24 with total page 176 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing to Pharmacists: Understanding Their Role and Influence will help pharmaceutical marketers better understand pharmaceutical practice in order to develop better relationships with pharmacists and effectively market products. This book examines important trends in pharmaceutical health care, including patient education and compliance, quality of life assessment, disease management, and cost containment strategies that assist pharmacists in providing better care to patients which results in increased sales for your business. From Marketing to Pharmacists, you?ll learn how pharmacists influence product selection, monitor drug therapy, and serve as a primary source of patient education in order for you to create successful marketing strategies for your company. Recognizing that cost control is a key goal for all members of the health care system, Marketing to Pharmacists provides you with advice and strategies that emphasize working together with pharmacists. This will help you determine demand for a specific product so you can devise your own marketing strategies to meet the needs of both the pharmacist and patient. With Marketing to Pharmacists, you?ll improve your marketing skills by using innovative techniques and suggestions, including: understanding pharmacists’influence in prescription product selection to help develop effective marketing strategies asking for pharmacists’assistance in designing care management programs, participating in the development and negotiation of care management contracts, and offering knowledge as pharmacotherapeutic experts to emphasize patient advocacy and accessibility to patients understanding the dimensions of the quality of life and other aspects of pharmaceutical care to design effective sales tactics to pharmacists communicating with pharmacists to learn about the needs of certain patients in order to create effective marketing strategies that will lessen the occurrence of unclaimed prescriptions and decrease the loss of revenue to pharmaceutical companies developing a positive relationship between pharmacists and pharmaceutical companies by displaying genuine customer interest, providing pharmacists with useful and accurate information about products, and establishing ethical guidelines Containing charts, tables, and graphs to give you a comprehensive look at techniques and data, Marketing to Pharmacists will help you create marketing strategies that will successfully meet the needs of your customers and result in economic benefits for your company.

Download or read book Healthcare Relationship Marketing written by Dr Ira J Haimowitz and published by Gower Publishing, Ltd.. This book was released on 2012-09-28 with total page 264 pages. Available in PDF, EPUB and Kindle. Book excerpt: In recent years there have been dramatic changes in the pharmaceutical promotional landscape, affecting both consumers and healthcare professionals. One consequence of these dynamics is the need for pharmaceutical companies to plan new kinds of dialogue and relationships with their stakeholders. The evolution has been from mass-channel "push" marketing to two-way, multi-channel relationship marketing. Targeted Emails, webinars, mobile messages, and social networks are expanding in usage. This book is a practical overview and resource guide for the design and measurement of pharmaceutical relationship marketing (RM) programs. There are descriptions of each aspect of pharmaceutical RM design and measurement, including a running case study with follow-up exercises. The author has also conducted interviews from several pharmaceutical marketing industry experts, each having 15 years or more of working healthcare RM knowledge, and each speaking on their specific specialities. For newcomers to healthcare marketing, this book can serve as a foundation and introduction that provides framework, details, and examples of both relationship marketing designs and associated measurement disciplines. Healthcare Relationship Marketing will also be valuable to readers currently working in pharmaceutical marketing or sales who may not have exposure to the particular disciplines of relationship marketing and direct response measurement and optimization. Even for the experienced practitioner this will serve as a convenient reference that pulls together all of the program components and measurement frameworks within a single book. This book may also serve as a textbook within a university course in marketing, or a pharmaceutical business program.

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 Introduction to Digital Marketing in the Pharmaceutical Industry written by Olivier Gryson and published by . This book was released on 2019-06-05 with total page 144 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the pharmaceutical industry, digital is still too often used as "another media" in a marketing campaign. The measure of performance is limited to the number of visits on a web site and the calculation of the return on investment remains a taboo. It is time to stop behaving like amateurs. Digital marketing should never be exclusively given to a junior employee who proudly added "comfortable with digital tools" to his resume simply because he managed the Facebook page of his student association! It is time for product managers to stop blindly trusting expensive communication agencies when they propose flashy technologies and buzzwords to create trendy tools to meet the marketers' - but not the customers' - expectations! It is time for marketing directors and general managers to challenge a multichannel campaign in its entirety: objective, strategy, tactics, cost per contact, and finally return on investment! Digital marketing is not about adding another tool to a marketing campaign. It will transform and structure classic marketing activities by placing the patient and the doctor, instead of the product, at the core of marketing behavior. It will pave the way for improving the customer's experience. While the pharmaceutical companies are still mainly competing through saturated digital channels, digital marketing is one of the best opportunities to differentiate from its competitors. This guide is based on 20 years of experience in digital marketing in the pharmaceutical industry at both global and local levels, in mature and emerging markets. It aims at providing the basic and necessary concrete methods to design, follow, and assess a multichannel campaign. By reading this book, you will land on the right side of the digital fracture and join those who will create the marketing of tomorrow in the pharmaceutical industry.