Digital Strategies in the Pharmaceutical Industry

by Lerer, Leonard; Piper, Mike

• ISBN13: 9781403903792
• ISBN10: 1403903794
• Format: Hardcover
• Copyright: 2003-05-02
• Publisher: Palgrave Macmillan

Summary

This book is a comprehensive review of the current state of digital innovation, Internet activity, and e-business in the life sciences arena and a practical guide for managers planning, developing, and implementing e-strategies in the pharmaceutical industry. The authors provide numerous examples of innovative, best practice and lay the strategic foundation for using e-business across the pharmaceutical value chain from drug discovery to physician promotion to direct-to-consumer marketing.

Author Biography

Leonard Lerer is currently an adviser to the pharmaceutical and biotechnology industry focusing on investment and analytics.

Mike Piper is a research analyst focusing on the pharmaceuticals and biotechnology sectors.

Table of Contents

List of figures
List of tables
Acknowledgements
List of abbreviations
An Introduction to Pharmaceutical Digital Strategies
Introduction	p. 3
Principles of pharmaceutical digital strategy	p. 9
A decade of digital strategy in the pharmaceutical industry	p. 25
Digital strategy is critical across the pharmaceutical value chain	p. 31
Digital Strategies: Research and Development
Digital strategies in research and development (R&D)	p. 35
Digital Strategies: Manufacturing, Supply Chain and Distribution
Digital strategies in manufacturing and supply chain	p. 79
Digital strategies in pharmaceutical distribution	p. 88
Digital Strategies: Marketing and Sales
Digital strategies in marketing and sales	p. 97
Digital strategies in marketing to the physician	p. 101
Digital strategies in marketing to the consumer	p. 131
Digital Strategies: Health Service Delivery
Digital strategies in health service delivery	p. 159
Managing Digital Strategies
Digital technology management in the pharmaceutical industry	p. 191
The Future
The future of pharmaceutical digital strategy	p. 223
References	p. 226
Index	p. 235
Table of Contents provided by Blackwell. All Rights Reserved.