Pharmaceutical Marketing Principles, Environment, and Practice

ISBN-10: 0789015838

ISBN-13: 9780789015839

Edition: 2002

Authors: Mickey C. Smith, E. M. Kolassa, Greg Perkins, Bruce R. Siecker

List price: $41.95
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Book details

List price: $41.95
Copyright year: 2002
Publisher: Taylor & Francis Group
Publication date: 3/1/2002
Binding: Paperback
Pages: 392
Size: 5.75" wide x 8.00" long x 1.00" tall
Weight: 1.298
Language: English

Preface
Introduction
General Principles
The Evolution of Marketing
The Development of Pharmaceutical Marketing
The Social Functions of Marketing
The Right Product
The Right Quantity
The Right Place
The Right Price
The Right Time
Spreading the Word
Marketing Management
The Social Position of Pharmaceutical Marketing
General Environment
Introduction
Patients and Customers: The Inner Circles
The Outer Ring: The Aggregate Environment
The Middle Ring
Conclusion
General Practices
Introduction
Who Are We? Who Are Those Other People? What Can We Do About Them?
What Business Are We In? How Does This Guide Us?
Internal Review--Another Look at the Corporate Navel
Product
Principles of Product Research and Development
Product Scope Strategy
New Product Strategy
Product Positioning Strategy
Product Repositioning Strategy
Product Elimination Strategy
Diversification Strategy
Ibuprofen--From Drug to Drug Products: A Case
Responsiveness of the Pharmaceutical Industry to Its External Environment
High-Value Molecule Selection
Clinical (Drug) Development and Launch Project Management Skills
R&D Life Cycle Management Postapproval
Mergers
Conclusion
Product Research and Development Practices
Orphan Drug Act
Expedited Drug Approval
Prescription Drug User Fee Act of 1992 (PDUFA)
FDA Modernization Act of 1997 (FDAMA)
Conclusion
Price
Pharmaceutical Pricing Principles
Essential Factors in the Pricing Decision
Competition
Patient Characteristics
Value of Therapy
The Decision-Making Process
Disease Characteristics
The Reimbursement Environment
Company Needs
Company Abilities
Public Policy Considerations
Summary
The Pharmaceutical Pricing Environment
New Product Pricing
Pharmaceutical Pricing and Public Policy
Pricing on Purpose
Pharmaceutical Pricing in Practice
New Product Pricing Trends
The Need to Price on Purpose
Place
Principles of Place, Channel Systems, and Channel Specialists
Introduction
Challenges of Managing Place
Channel Systems
Crucial Place Factors
Channel Specialists
Channel Relationships and Conflict
Channel Access
Physical Distribution
Place Factors in the U.S. Drug Market: The Environment
Drug and Related Health Care Products
Use of Prescription Medications
Drug Product Imperatives
Physical and Fiscal Product Characteristics
Legal and Regulatory Requirements
Place Applications in the U.S. Drug Market
Drug Suppliers--Producers, Labelers, and Repackagers
Wholesale Distributors
Chain Warehouses
Pharmacies--The Patient-Pharmacist Interface
Return Specialists--Reverse Distributors, Reclamation Specialists, and Disposers
Clinics, Surgery Centers, Dialysis Centers, Laboratories, and Planned Parenthood
Pharmaceutical Sampling
Institutional (Hospital) Marketing
Wholesale Distribution
Promotion
Principles
Introduction
Rational Appeals
Nonrational Appeals
To Whom Should Products Be Promoted?
A Special Case: Prescription Drug Advertising to Consumers
Where to Promote: Strategic Choices Among Media
Media Types
Media Selection Procedure
Deciding How Much to Spend
Conclusion
Environment
Legal/Regulatory
Ethical/Cultural
Technical
Economic
Social
Competitive
Internal
Individual Patients/Consumers
The Human Medical Condition
Conclusion
Practices
A Bit of History
Targets of Promotion
Messages
Life Cycle Considerations
Product Considerations
Blending the Promotional Mix
Budgets
Conclusion
Conclusion
Prospects: Linking Therapy to Patient Needs
Public Perceptions of Pharmaceutical Marketing
What Pharmaceutical Marketing Is and Does
What Drives Product Development?
Marketing Exerts Downward Pressure on the Price of Medicines
Cost Savings Through Efficient Distribution: A Key Element of Marketing
Communicating with Physicians: Linking Products to Patient Needs
Cost Savings Through Marketing Directly to Patients
Pharmaceutical Marketing Stimulates Demand: Good for the Health Care System
Resources
Books
Periodicals
Notes
Index
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