Pharmaceutical Product Branding Strategies: Simulating Patient Flow and Portfolio Dynamics

ISBN-13: 9781420087703 / Angielski / Twarda / 2009 / 312 str.

Corey Peck; Mark Paich; Jason J. Valant

Opis

This updated Second Edition details how marketers, forecasters, and brand planners can achieve optimal success by building internally consistent simulation models to project future behavior of patients, physicians, and R&D processes. By introducing the reader to the complexities facing many pharmaceutical firms, specifically issues around cross-functional coordination and knowledge integration, this guide provides a framework for dynamic modeling of interest to several pharmaceutical markets, including epidemiology, market definitions, compliance/persistency, and revenue generation in the context of patient flows or movements. Features in the text include:

Spis treści

Traditional Approaches to Brand Planning: The Disconnect Between Product Strategies and Commercial Evaluations. Dynamic Modeling Approach to Brand Planning: Operationally Understanding Key Marketplace Dynamics. The Dynamic Modeling Language. Patient Flow Sector of the Standard Template Dynamic Model. Extensions of the Standard Template. Data for the Standard Template Dynamic Model. Specific Models of Patient Flow Dynamics. Dynamic Models of Doctor Adoption of Newly Released Pharmaceuticals. Agent-Based Modeling Approach. Treatment Attractiveness of Pharmaceutical Products. Integrating the Three Sectors of the Standard Template Dynamic Model. Strategy Testing Using Integrated Standard Template Model. Dynamic Modeling of First-Mover Advantage and Network Effects. Dynamic Modeling of New Marketplaces: Techniques for Dealing with Uncertainty. Integrating Standard Template Dynamic Models Across Indications. Dynamic Modeling of Pharmaceutical Pipeline Portfolio Issues.