Pharmaceutical Marketing: Principles, Environment, and Practice

ISBN-13: 9780789015822 / Angielski / Twarda / 2002 / 392 str.

Richard W. Roukema; Mickey C. Smith; Eugene Mick Kolassa

Opis

Sixteen chapters by researchers in academia and industry identify the principles of marketing pharmaceutical products, describe the environmental factors influencing their application, and examine the implementation of these principles in actual practice. Marketing elements like pricing, research and development, promotion, place factors, and the c

Spis treści

• Preface
• Section I: Introduction
• Chapter 1. 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
• Chapter 2. General Environment
• Introduction
• Patients and Customers: The Inner Circles
• The Outer Ring: The Aggregate Environment
• The Middle Ring
• Conclusion
• Chapter 3. 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
• Section II: Product
• Chapter 4. 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
• Chapter 5. 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
• Chapter 6. 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
• Section III: Price
• Chapter 7. 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
• Chapter 8. The Pharmaceutical Pricing Environment
• New Product Pricing
• Pharmaceutical Pricing and Public Policy
• Pricing on Purpose
• Chapter 9. Pharmaceutical Pricing in Practice
• New Product Pricing Trends
• The Need to Price on Purpose
• Chapter 10. Principles of Place, Channel Systems, and Specialists
• Introduction
• Challenges of Managing Place
• Channel Systems
• Crucial Place Factors
• Channel Specialists
• Channel Relationships and Conflict
• Channel Access
• Physical Distribution
• Chapter 11. 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
• Chapter 12. Place Applications in the U.S. Drug Market
• Drug Supplies—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
• Section V: Promotion
• Chapter 13. 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
• Chapter 14. Environments
• Legal/Regulatory
• Ethical/Cultural
• Technical
• Economic
• Social
• Competitive
• Internal
• Individual Patients/Consumers
• The Human Medical Condition
• Conclusion
• Chapter 15. Practices
• A Bit of History
• Targets of Promotion
• Messages
• Life Cycle Considerations
• Product Considerations
• Blending the Promotional Mix
• Budgets
• Conclusion
• Section VI: Conclusion
• Chapter 16. 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
• Appendix: Resources
• Books
• Periodicals
• Notes
• Index
• Reference Notes Included

O autorze

Eugene Mick Kolassa, James Greg Perkins, Bruce R Siecker