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Pharmaceutical Product Branding Strategies: Simulating Patient Flow and Portfolio Dynamics
Paich, M.
2ª Edición Abril 2009
Inglés
368 pags
1100 gr
null x null x null cm
ISBN 9781420087703
Editorial Informa Health Care
LIBRO IMPRESO
-5%
220,66 €209,63 €IVA incluido
212,17 €201,57 €IVA no incluido
Recíbelo en un plazo de
2 - 3 semanas
•predict behavior of patients, physicians, and R&D processes
•build a successful brand management strategy
•target a wider audience
This text discusses explains how dynamic modeling addresses issues faced by pharmaceutical firms. Dynamic modeling’s positive effects are supported by articles from business publications, literature reviews, definitions sections, and collectable market-level data.
Strategies discussed:
•cross-functional coordination and knowledge integration
•diffusion, segmentation, quantification, and ultimate calibration
•choice models, conjoint analysis, competitive sets, data collection/estimation,
and market calibration
•three basic analysis platforms (patient dynamics, doctor adoption, treatment
attractiveness)
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