Innovation and Marketing in the Pharmaceutical Industry

Innovation and Marketing in the Pharmaceutical Industry Emerging Practices, Research, and PoliciesEdited by Min Ding, <link people jehoshua-eliashberg>Jehoshua Eliashberg, and <link people stefan-stremersch>Stefan Stremersch

Key features

  • Disseminates state-of-the art research findings and new conceptual thinking related to pharmaceutical marketing
  • Covers all major aspects of pharmaceutical marketing, including R&D, promotion, pricing, branding, competitive strategy, portfolio analysis
  • Features contributions by leading researchers from around the world
  • Applies a variety of techniques, including game theory, statistical analysis, and ethnographic research


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.

Table of Contents

  1. The Pharmaceutical Industry: Specificity, Challenges and What You Can Learn from this Book
  2. Innovation in the Pharmaceutical Industry: The Process of Drug Discovery and Development
  3. Portfolio Management in New Drug Development
  4. Grassroots Innovation: A Promising Innovation Paradigm for Pharmaceutical Companies
  5. New Challenges in Alliance Portfolio Management
  6. Evaluating the Impact of Treatment Effectiveness and Side Effects in Prescribing Choices
  7. The Successful Launch and Diffusion of New Therapies
  8. Pharmaceutical Lifecycle Extension Strategies
  9. Patent Expiry and Pharmaceutical Market Opportunities at the Nexus of Pricing and Innovation Policy
  10. Risk Assessment: The Consumer as an Intuitive Statistician
  11. Efficacy Expectations and Adherence: Evidence of Consumer Biases and Heuristics in Pharmaceutical Marketing
  12. Factors Affecting Adherence to Governmental Health Warnings and the Case of Over-the-Counter Cough and Cold Medications (OTC-CCM) in Children Under Two
  13. Vaccine Marketing
  14. Patient Empowerment: Consequences for Pharmaceutical Marketing and for the Patient-Physician Relationship
  15. Leveraging Peer-to-Peer Networks in Pharmaceutical Marketing
  16. Leveraging Social Media in the Pharmaceutical Industry
  17. Understanding Sample Usage and Sampling as a Promotion Tool: State of Industry Practice and Current Research
  18. Pharmaceutical Detailing Elasticities: A Meta-Analysis
  19. Marketing Spending Models
  20. Modeling the Effects of Promotional Efforts on Pharmaceutical Demand: What We Know and Challenges for the Future
  21. Direct-to-Consumer Advertising of Pharmaceuticals: An Integrative Review
  22. How DTCA Influences Prescription Pharmaceutical Markets
  23. Spillovers and Other Externalities in Pharmaceutical Marketing
  24. Closing the Marketing Strategy-Tactics Gap: An Institutional Theory Analysis of Pharmaceutical Value Chain

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