Marketing Planning for the Pharmaceutical Industry

by Lidstone,John

• ISBN13: 9780566081125
• ISBN10: 0566081121
• Edition: 2nd
• Format: Hardcover
• Copyright: 1999-04-28
• Publisher: Routledge

Summary

Marketing in the pharmaceutical and healthcare sector requires a particular set of skills; the intricacies of it mean planning is an essential prerequisite. The marketing planning system described in this book has been designed to enable marketing and product executives to produce a plan which serves as a dynamic management tool which will help them to get from where they are now to where they want to be next year and thereafter.Now in its second edition, this bestselling book has become the standard text for all product managers, marketing managers and directors working in this demanding industry. John Lidstone and Janice MacLennan have updated the book to embrace best current practice. A new orientation to external analysis and a reworking of the application of SWOT analysis, along with fresh material on sales forecasting and strategy implementation, bring the book up to date with current thinking and industry trends.Marketing Planning for the Pharmaceutical Industry is based on real life experience built up over many years. Each chapter takes the reader through the sequential stages of planning so that by the end they will be able to produce a practical plan ready for implementation. It is the only book of this type which tailors marketing to those working in the sector and as such is a unique, invaluable and indispensable resource.

Table of Contents

List of Figures	ix
List of Tables	xi
Foreword	xiii
Preface	xv
Acknowledgements	xix
About the Authors	xxi
Introduction	1	(14)
What is meant by the term `marketing plan'?	1	(1)
Why marketing planning?	1	(1)
How do marketing plans accommodate the future?	1	(1)
The benefits of planning	2	(1)
The marketing planning concept	3	(2)
The marketing planning process	5	(3)
The fit with company objectives, structure and planning stages	8	(2)
Why a handbook of Pharmaceutical marketing planning?	10	(2)
Format of a marketing plan	12	(1)
Information required	12	(3)
The External Analysis	15	(22)
Establishing a customer focus	15	(1)
Market segmentation	16	(6)
The market analysis	22	(8)
Undertaking the environmental analysis	30	(3)
How to approach the environmental analysis	33	(1)
Interpreting opportunity and threats	34	(3)
The Internal Analysis	37	(12)
The search for competitive advantage	37	(1)
The product audit	38	(3)
The company audit	41	(6)
Interpreting strengths and weaknesses	47	(2)
The SWOT Analysis	49	(12)
What is a SWOT analysis?	49	(1)
Why do you need a SWOT analysis?	49	(1)
How to build a SWOT analysis	50	(11)
Product Strategy	61	(10)
Introduction	61	(1)
Definition of terms used	61	(2)
Generating the strategic options	63	(4)
Selecting a Strategy	67	(4)
Sales Forecasting and Strategy	71	(16)
Introduction	71	(1)
Why forecasting is important	72	(1)
The market forecast	73	(2)
The product forecast	75	(3)
Sanity checking the sales forecast	78	(2)
The quarterly review	80	(1)
Expenditure forecasting	81	(2)
Sales forecasting methods -- an overview	83	(4)
Strategy Implementation	87	(6)
Introduction	87	(1)
Critical success factors	87	(2)
Setting marketing objectives	89	(1)
The tactical plan	90	(1)
The role of the product manager	91	(2)
Communications and its Role in Strategy Implementation	93	(20)
The promotional mix	94	(1)
Deciding on the creating strategy	94	(5)
The communications process	99	(2)
Integrating the other elements in th marketing mix marketing mix with promotion	101	(2)
The role of the external agency	103	(2)
Communications agencies' perspectives of the pharmaceutical industry	105	(8)
Marketing Research	113	(12)
Thee marketing research process	113	(1)
Types of research	114	(5)
The use of an external agency	119	(1)
The market research' Perspective of the pharmaceutical industry	120	(5)
Implementation and Control	125	(8)
Introduction	125	(1)
Product profit-and-loss statement (P.&L.)	126	(1)
Summary of key objectives/actions	126	(1)
Performance feedback	126	(7)
Writing the Plan	133	(4)
The importance of writing in business	133	(1)
Prepare before you write	133	(1)
Basic formats	134	(1)
Words, sentences, paragraphs, facts and tables	134	(1)
A checklist for effective writing	135	(1)
A template for the marketing plan	136	(1)
Glossary of Marketing Terms	137	(6)
Index	143