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