Pharmaceutical Marketing

by Rollins, Brent L.; Perri, Matthew

• ISBN13: 9781449697990
• ISBN10: 1449697992
• Edition: 1st
• Format: Hardcover
• Copyright: 2013-02-26
• Publisher: Jones & Bartlett Learning

Summary

Pharmaceutical Marketing will provide students and new industry professionals with a thorough overview of the general principles of marketing including marketing as a process, marketing effectives in the pharmaceutical environment, and coverage of marketing brand and generic drugs with special emphasis on direct-to-consumer advertising and the impact of social media and technology. Two unique chapters of the text are Chapter 10 Social Media, which addresses exactly what Social Media is, how it is currently being used within the industry, and how it should be used from the manufacturer#146;s perspective; and Chapter 11 The New 4 P#146;s of Pharmaceutical Marketing takes a unique look at how the Internet and mobile technology has shaped the pharmaceutical industry and shifted the promotion paradigm to these current "P#146;s" - Predictive modeling/analysis, Personalization, Peer-to-peer networking and Participation.Pharmaceutical Marketing examines the current pharmaceutical marketing environment from both an academic and practical perspective with a focus on providing practical applications of all material discussed according to the perspectives of various market segments including industry, community, and institutional pharmacy, as well as the practicing pharmacist.Key Features "Case in Points" - Multiple examples per chapter illustrate key concepts with a real-life or hypothetical example Discussion Questions -- 10 questions per chapter to facilitate active learning and student participation Unique Chapters - Social Media and The New 4 P#146;s of Pharmaceutical Marketing

Table of Contents

Chapter1 Marketing Principles & Process
Chapter2 Pharmaceutical Marketing & the Industry Environment
Chapter3 Products in the Pharmaceutical Industry: Trends, Identification, Approval, and Monitoring
Chapter4 Pharmaceuticals & Pricing
Chapter5 Place - The Pharmaceutical Industry Supply Chain
Chapter6 Promotional Marketing Activities & Practices
Chapter7 Medical Affairs
Chapter8 Regulatory Affairs
Chapter9 Direct-to-Consumer (DTC) Prescription Drug Advertising
Chapter10 Social Media & Pharmaceutical Marketing: Opportunities and Challenges
Chapter11 The New 4 P's of Pharmaceutical Marketing
Chapter12 Prescribers, Health Care Practitioners, & Marketing's Role in Practice