Pharmaceutical Product Strategy: Using Dynamic Modeling for Effective Brand Planning

Features

• Cover Type: Hard Cover with 328 pages
• Published by: Informa HealthCare
• Edition: 1st Edition December 28, 2004
• Written in: English
• ISBN 10 Number: 0849327296
• ISBN 13 Number: 978-0849327292
• Book Dimensions: 9.3 x 6.2 x 0.9 inches
• Weighs: 1.3 pounds

Product Review
…The discussion and concepts of dynamic modeling presented in the text are interesting, but not nearly so interesting as the way the authors have broken the market into very real pieces to inform and populate their models. Practicing pharmaceutical marketers would be well served to read this book for that information alone.
-Journal of Pharmaceutical Marketing and Management

…an great introduction to the dynamic modeling approach to pharmaceutical
brand planning…great tool for the arsenal. I would recommend this book to anyone working in a marketing in the pharmaceutical industry.
Doody's, 2005

…The discussion and concepts of dynamic modeling presented in the text are interesting, but not nearly so interesting as the way the authors have broken the market into very real pieces to inform and populate their models. Practicing pharmaceutical marketers would be well served to read this book for that information alone.
-Journal of Pharmaceutical Marketing and Management

…an great introduction to the dynamic modeling approach to pharmaceutical
brand planning…great tool for the arsenal. I would recommend this book to anyone working in a marketing in the pharmaceutical industry.
Doody's, 2005

…an great introduction to the dynamic modeling approach to pharmaceutical
brand planning…great tool for the arsenal. I would recommend this book to anyone working in a marketing in the pharmaceutical industry.
Doodys, 2005

Product Description


Borrowing time-tested Dynamic Modeling (DM) techniques from engineering, the authors illustrate the concept and resulting power of the DM methodology in pharmaceutical product development and brand management. The book looks at issues surrounding utilization of information, consistency of assumptions, and the need for approaches that integrate the institutional knowledge of various functional areas as well as leverage the vast amount of secondary data available in the pharmaceutical industry. The authors detail how the DM approach facilitates the brand planning process in a systematic and accessible way. Issues of patient flow dynamics, physician adoption and prescribing patterns, as well as evaluation frameworks for specific treatment regimens are thoroughly examined. A later chapter details the extension of the DM framework to issues of pipeline portfolio management using agent-based modeling techniques and uncertainty formulations. --This text refers to the Kindle Edition edition.

Reader Reviews
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.