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Pharmaceutical Marketing

ISBN-10: 1449697992
ISBN-13: 9781449697990
Edition: 2014
List price: $91.95 Buy it from $78.91
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Description: Pharmaceutical Marketing will provide students and new industry professionals with a thorough overview of the general principles of marketing including marketing as a process, marketing effectives in the pharmaceutical environment, and coverage of  More...

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Book details

List price: $91.95
Copyright year: 2014
Publisher: Jones & Bartlett Learning, LLC
Publication date: 2/12/2013
Binding: Paperback
Pages: 282
Size: 6.00" wide x 9.25" long x 0.75" tall
Weight: 1.276
Language: English

Pharmaceutical Marketing will provide students and new industry professionals with a thorough overview of the general principles of marketing including marketing as a process, marketing effectives in the pharmaceutical environment, and coverage of marketing brand and generic drugs with special emphasis on direct-to-consumer advertising and the impact of social media and technology. Two unique chapters of the text are Chapter 10 Social Media, which addresses exactly what Social Media is, how it is currently being used within the industry, and how it should be used from the manufacturer’s perspective; and Chapter 11 The New 4 P’s of Pharmaceutical Marketing takes a unique look at how the Internet and mobile technology has shaped the pharmaceutical industry and shifted the promotion paradigm to these current “P’s” - Predictive modeling/analysis, Personalization, Peer-to-peer networking and Participation.Pharmaceutical Marketing examines the current pharmaceutical marketing environment from both an academic and practical perspective with a focus on providing practical applications of all material discussed according to the perspectives of various market segments including industry, community, and institutional pharmacy, as well as the practicing pharmacist.Key Features• “Case in Points” - Multiple examples per chapter illustrate key concepts with a real-life or hypothetical example • Discussion Questions – 10 questions per chapter to facilitate active learning and student participation• Unique Chapters - Social Media and The New 4 P’s of Pharmaceutical Marketing

Preface
About the Authors
Contributors
Reviewers
Marketing Principles and Process
Introduction
Customer Needs, Wants, Demands, and Value
Marketing Mix: The Traditional Four Ps
Segmentation, Targeting, and Positioning
The Marketing Plan
Marketing Effectiveness
Summary
Discussion Questions
References
Pharmaceutical Marketing and the Industry Environment
The Prescription
Customers of Pharmaceutical Manufacturers
Issues Unique to the Pharmaceutical Market
Issues Unique to Pharmaceutical Marketing
Summary
Discussion Questions
References
Products in the Pharmaceutical Industry: Trends, Identification, Approval, and Monitoring
Product and Industry Evolution
Identifying a Good Drug Target for Marketing
The FDA and Legislative History
The New Drug Approval Process
Generic Drugs
Over-the-Counter Drugs
Drug Labeling
Pharmacovigilance
Marketing's Role During Product Development
Summary
Discussion Questions
References
Pharmaceuticals and Pricing
Price and Positioning
The Cost of Pharmaceutical Innovation
Developing an Effective Price Strategy
Market Assessment: A Starting Point
Role of Decision Makers: Patients and Prescribers
The New Decision Makers
Economic Aspects of Pricing Strategies
Pricing Strategy and Marketing Goals
Pricing Strategy Options
Bundling and Couponing
Evaluating, Revising, and Adjusting Prices
Pricing Generic Medications
Transforming the Price Variable into a Promotional Variable
Generics' Impact on Brand Pricing
Summary
Discussion Questions
References
Place: The Pharmaceutical Industry Supply Chain
Evolution of the Pharmaceutical Wholesale Industry
Primary Customers and Industry Dynamics
Supply Chain Models
Issues Unique to the Pharmaceutical Wholesale Industry
Summary
Discussion Questions
References
Promotional Marketing Activities and Practices
Commercial Operations
Pharmaceutical Promotion in Practice
Summary
Discussion Questions
References
Medical Affairs
Medical Affairs
The Role of the Medical Liaison
Key Opinion Leader Identification and Development
Publications
Use of Reprints
Summary
Discussion Questions
References
Regulatory Affairs
Brief History of Governmental Prescription Drug Regulations
Office of Prescription Drug Promotion
Biologies
Over-the-Counter Drugs
Corporate Compliance and Corporate Integrity
PhRMA Code on Interactions with Healthcare Professionals
Risk Evaluation and Mitigation Strategies
Summary
Discussion Questions
References
Direct-to-Consumer (DTC) Prescription Drug Advertising
History of Direct-to-Consumer Advertising
DTC Advertising Growth
DTC Advertising Regulation
Role of DTC Advertising
Stakeholder Perspectives on DTC Advertising
Future of DTC Advertising
Summary
Discussion Questions
References
Social Media and Pharmaceutical Marketing: Opportunities and Challenges
Evolution of Media
Three Steps to Effective Social Media Use: Listen, Engage, and Optimize
Constraints
Summary
Discussion Questions
References
The New Four Ps of Pharmaceutical Marketing
History
Changing Landscape
The Old Four Ps: Shifting Paradigm
The New Four Ps
Controlled
Uncontrolled
Summary
Discussion Questions
References
Prescribers, Healthcare Practitioners, and Marketing's Role in Practice
Prescribers
Prescribing Habits
Direct Factors that Affect Prescribing
Indirect Efforts that Affect Prescribers
Off-Label Prescribing
Summary
Discussion Questions
Suggested Readings
References
Glossary
Index

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