Competition And Marketing Strategies In The Pharmaceutical Industry
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| Author | : Stuart St P. Slatter |
| Publisher | : Routledge Library Editions: Marketing |
| Total Pages | : 156 |
| Release | : 2015-12-09 |
| Genre | : Drugs |
| ISBN | : 9781138971363 |
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.
| Author | : Stuart St. P. Slatter |
| Publisher | : Taylor & Francis |
| Total Pages | : 150 |
| Release | : 1977 |
| Genre | : Aptekersbedryf |
| ISBN | : 9780856643965 |
| Author | : Mickey C. Smith |
| Publisher | : CRC Press |
| Total Pages | : 435 |
| Release | : 1991-10-24 |
| Genre | : Medical |
| ISBN | : 1439810915 |
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
| Author | : Min Ding |
| Publisher | : Springer Science & Business Media |
| Total Pages | : 763 |
| Release | : 2013-10-31 |
| Genre | : Medical |
| ISBN | : 1461478014 |
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.
| Author | : Marcel Corstjens |
| Publisher | : |
| Total Pages | : 243 |
| Release | : 1991 |
| Genre | : Business & Economics |
| ISBN | : 9780412389801 |
| Author | : John Lidstone |
| Publisher | : Taylor & Francis |
| Total Pages | : 169 |
| Release | : 2017-07-05 |
| Genre | : Business & Economics |
| ISBN | : 1351919768 |
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.
| Author | : Subba Rao Chaganti |
| Publisher | : BSP Books |
| Total Pages | : 1182 |
| Release | : 2024-05-08 |
| Genre | : Business & Economics |
| ISBN | : 8197252025 |
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
| Author | : Subba Rao Chaganti |
| Publisher | : PharmaMed Press / BSP Books |
| Total Pages | : 728 |
| Release | : 2022-10-22 |
| Genre | : Business & Economics |
| ISBN | : 938935448X |
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
| Author | : Philip Kotler |
| Publisher | : John Wiley & Sons |
| Total Pages | : 530 |
| Release | : 2011-01-19 |
| Genre | : Medical |
| ISBN | : 1118047176 |
This much-needed text offers an authoritative introduction to strategic marketing in health care and presents a wealth of ideas for gaining the competitive edge in the health care arena. Step by step the authors show how real companies build and implement effective strategies. It includes marketing approaches through a wide range of perspectives: hospitals, physician practices, social marketing, international health, managed care, pharmaceuticals, and biotechnology. With Strategic Marketing for Health Care Organizations, students and future administrators will have a guide to the most successful strategies and techniques, presented ready to apply by the most knowledgeable authors.
| Author | : Maria Angeles de Frutos |
| Publisher | : |
| Total Pages | : |
| Release | : 2010 |
| Genre | : |
| ISBN | : |
We present a Hotelling model of price and advertising competition between prescription drugs that differ in quality/side effects. Advertising results in the endogenous formation of two consumer groups: brand loyal and non-brand loyal ones. We show that advertising strategies are strategic substitutes, with the better quality drugs being the ones that are most advertised. This positive association stems from the higher rents that firms can extract from consumers whose brand loyalty is endogenously determined by promotional effort. The model's principal hypotheses on advertising and pricing strategies are taken to the data. The latter consists of product level data on price and quantities, product level advertising data as well as the qualitative information on drug quality contained in the Orange Book compiled by the Food and Drug Administration (FDA). The empirical results provide strong support to the model's predictions.
