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