Marketing a drug isn't like marketing a television set, a mountain bike, or a pair of shoes. And yet, despite the wealth of education, literature, and other resources available to marketers of consumer goods, finding information specific to marketing pharmaceutical products has been nearly impossible. Pharmaceutical Marketing fills this gap. Designed as a practical marketing guide specific to the pharmaceutical industry, this book applies current marketing concepts and tools to the real-world intricacies of marketing a heavily regulated product whose success is determined not by the actual end-user, but by various industry stakeholders, including prescribing physicians, regulators, and health insurance and managed care organizations.

Dimitris Dogramatzis, PhD, is regional vice president of Serono International Group

Preface	p. xi
The Author	p. xvii
The Pharmaceutical Market	p. 1
The Healthcare Environment	p. 3
Health Care	p. 4
Overview of a Healthcare System	p. 4
Healthcare Reform	p. 7
Healthcare Regulation	p. 9
Major International Regulatory Bodies	p. 10
Need for Harmonization	p. 17
Further Reading	p. 18
The Pharmaceutical Industry Environment	p. 23
Pharmaceutical Industry Overview	p. 23
Associated Industries	p. 25
Environmental Forces	p. 26
Major Stakeholders	p. 27
Further Reading	p. 39
The Pharmaceutical Marketing Environment	p. 43
The Concept of Marketing: Products Satisfy Needs	p. 43
Marketing Management	p. 46
Pharmaceutical vs. Consumer Markets	p. 47
Ethical Considerations of Pharmaceutical Marketing	p. 47
The Marketing Mix	p. 49
Pharmaceutical Marketing Environment	p. 54
Product Management	p. 55
Further Reading	p. 59
Marketing Strategy	p. 61
What Is Marketing Strategy?	p. 63
Case Studies	p. 65
From Worldwide Vision to Local Tactics	p. 67
Definition of Marketing Strategy	p. 67
Strategic Planning	p. 69
Strategy vs. Tactics	p. 70
Further Reading	p. 71
Marketing Research	p. 73
Risks of Research	p. 74
Information Needs	p. 74
Marketing Information System	p. 75
Pharmaceutical Marketing Research Subjects	p. 76
Process and Methodology	p. 78
Primary and Secondary Data Sources	p. 80
Qualitative and Quantitative Methods of Research	p. 82
Further Reading	p. 86
Market Segmentation	p. 89
Market Definition	p. 89
The Concept of Market Segmentation	p. 92
Segmentation Methods	p. 92
Situational Analysis	p. 103
Types of Situational Analysis	p. 103
Situational Analysis Techniques	p. 104
Resource Analysis	p. 104
SWOT Analysis	p. 107
Performance Analysis	p. 109
Deriving the Key Success Factors	p. 109
Competitor Analysis	p. 109
Industry Attractiveness Analysis	p. 118
Definition of Industry's KSFs	p. 118
Competitive Intelligence	p. 119
Further Reading	p. 122
Positioning, Targeting, Profiling	p. 125
The Essence of Pharmaceutical Product Strategy	p. 126
Targeting	p. 126
Positioning	p. 127
Branding	p. 133
Profiling	p. 134
Further Reading	p. 135
New Product Development	p. 137
What Is a New Product?	p. 138
Pharmaceutical R&D Statistics	p. 139
Drug Discovery Methods	p. 140
The Role of Innovation	p. 141
The New Drug Development Process	p. 143
R&D Strategies	p. 150
R&D Benchmarking	p. 153
Importance of Time-to-Market	p. 154
Further Reading	p. 155
Product Life Cycle and Portfolio Management	p. 159
Patent Protection	p. 160
Conception and Product Development	p. 161
Introduction Phase	p. 162
Growth Phase	p. 164
Maturity Phase	p. 165
Decline Phase	p. 165
Product Withdrawal	p. 165
The Diffusion and Adoption Processes	p. 166
Strategies for Modifying Existing Products	p. 166
The Regulatory Life Cycle	p. 167
Portfolio Management	p. 167
Further Reading	p. 184
Competitive Strategies	p. 187
What Is a Competitive Strategy?	p. 187
Competitive Market Structures	p. 189
Competitive Forces	p. 190
Generic Competitive Strategies According to Weapon Used	p. 191
Generic Competitive Strategies According to Industry Position	p. 191
Generic Competitive Strategies According to Industry's Life Cycle Stage	p. 198
Market Signaling	p. 198
Ethical Pharmaceuticals vs. Generics	p. 200
Ethical vs. Generic Industry	p. 200
Market Erosion by Generics	p. 202
Drivers of Generic Growth	p. 203
Generics Strategies	p. 204
Antigeneric Strategies	p. 204
Further Reading	p. 206
Distribution Strategy	p. 209
Overview of Pharmaceutical Distribution	p. 211
Ethical Distribution Channel Members and Exchanges	p. 212
Ethical Distribution Channel Functions	p. 214
OTC Distribution	p. 216
Web Distribution	p. 218
Further Reading	p. 218
Distribution Strategy	p. 221
Key Channel Decisions	p. 221
Extent of Distribution	p. 222
Selecting a Distributor	p. 223
Logistics Functions	p. 224
Reverse Distribution of Expired Quantities	p. 227
Distribution-Associated Costs	p. 227
Parallel Exports	p. 228
Further Reading	p. 229
Pricing Strategy	p. 231
Pricing Concepts	p. 233
Elements of Price	p. 234
Multiple Pharmaceutical Product Prices in a Single Market	p. 237
Pharmaceutical Drug Financing	p. 237
Government Price Control	p. 238
Reimbursement	p. 238
Pharmacoeconomics	p. 241
Further Reading	p. 242
Pricing Strategy	p. 245
Price-Quality Strategy	p. 246
Setting a Price Objective	p. 247
Assessing Customer Demand	p. 248
Price Elasticity of Demand	p. 249
Knowing Your Costs	p. 252
Setting Pricing Policies	p. 253
Setting the Price Range	p. 254
Adjusting Product Prices within the Pharmaceutical Supply Chain	p. 258
Further Reading	p. 258
Communication Strategy	p. 261
Integrated Communications	p. 263
The Process of Communication	p. 264
The Prescribing Decision	p. 265
The Pyramid of Influence	p. 269
Communication Strategy	p. 269
Promotional Mix	p. 270
Promotional Planning	p. 272
Further Reading	p. 272
Personal Selling	p. 273
Personal Selling Tasks and Activities	p. 274
Selling Styles	p. 276
The Structured Sales Interview	p. 277
Sales Force Management	p. 278
Key Account Management	p. 283
Marketing to Sales Interaction	p. 285
Future Management Trends	p. 286
Further Reading	p. 286
Advertising	p. 289
Idiosyncrasies of Pharmaceutical Advertising	p. 290
Pharmaceutical Promotion Is Regulated	p. 290
Pharmaceutical Advertising Channels and Activities	p. 291
Advertising Planning and Development	p. 295
Further Reading	p. 299
Public Relations (PR) and Sales Promotion	p. 301
What Are Public Relations?	p. 302
Pharmaceutical PR Initiatives	p. 303
The PR Process	p. 305
Crisis Management	p. 307
Measuring the Effectiveness of PR	p. 307
Interaction with PR Agencies	p. 307
Sales Promotion	p. 308
Further Reading	p. 310
The Internet	p. 311
Pharmaceutical Industry and the Web	p. 312
Marketing Pharmaceuticals on the Web	p. 314
Developing an Interesting Web Site	p. 315
Evaluating the Effectiveness of the Web	p. 317
Drug Dispensing via the Web	p. 317
Further Reading	p. 318
Forecasting, Planning, and Evaluating	p. 319
Forecasting and Planning	p. 321
The Importance of Forecasting	p. 321
Forecasting Stages	p. 322
Forecasting Types	p. 324
Different Forecasting Scenarios	p. 324
Forecasting Methods	p. 324
Market Trends Analysis	p. 327
Forecast Evaluation Methods	p. 329
Core Planning Concepts	p. 329
Further Reading	p. 333
Evaluating Marketing Performance	p. 335
The Marketing Audit Process	p. 336
The Marketing Audit Tools	p. 339
Further Reading	p. 350
References and Appendices	p. 351
References	p. 353
Glossary	p. 357
Core Concepts on the Web	p. 361
Index	p. 369
Table of Contents provided by Rittenhouse. All Rights Reserved.

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