Global Issues In Pharmaceutical Marketing
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Global Issues In Pharmaceutical Marketing
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Author : Lea Prevel Katsanis
language : en
Publisher: Routledge
Release Date : 2015-07-16
Global Issues In Pharmaceutical Marketing written by Lea Prevel Katsanis and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-07-16 with Business & Economics categories.
Global Issues in Pharmaceutical Marketing presents a balanced, research-based perspective combined with a practical outlook on the current issues faced by the ethical, biotech, and generic segments of the pharmaceutical industry. It integrates an analytical approach with a global view to examine such issues as market access, digital marketing, emerging markets, branding, and more. The book covers not only the North American and Western European markets, but focuses on non-Western markets, such as Latin America and Asia. Each chapter is written as an individual essay about a given issue, and where relevant, original cases are provided to illustrate how these issues are currently managed by the global industry. This book offers a thoughtful and thorough description of the industry’s current situation and integrates the latest scholarly and industry research from different disciplines in one place for convenient reference. It may be used in the following ways: To stimulate class discussions and inspire new streams of research for academics and graduate students; To introduce the industry to those interested in a career, to orient new industry hires, or to provide experienced practitioners with current research that will enhance their knowledge; To provide an understanding of the industry for those in the healthcare sector, such as physicians, pharmacists, as well as medical and pharmacy students; and To present recent and relevant research for those in government, public or private payers, and public policy environments to facilitate their decision making. This book will prove to be a useful resource and an important source of information for academics and their students, professionals, and policymakers around the world.
Pharmaceuticals Where S The Brand Logic
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Author : Giles David Moss
language : en
Publisher: CRC Press
Release Date : 2007-06-13
Pharmaceuticals Where S The Brand Logic written by Giles David Moss and has been published by CRC Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007-06-13 with Medical categories.
Insights and analysis that challenge current thought on consumer branding theory and strategy Pharmaceutical companies need to go beyond simply relying on strong sales forces and innovative research and development to succeed. Effective branding strategy is essential. Pharmaceuticals—Where’s the Brand Logic?: Branding Lessons and Strategy discusses in detail the application of current consumer branding theory to pharmaceutical marketing. This comprehensive book pulls information from fast moving consumer goods (FMCG) research and brand theory and applies it to the pharmaceutical world. It looks at branding on multiple levels within the pharmaceutical industry, including the industry brand, the corporate brand, the franchise brand, and the global and local product brand. Practical strategies are extensively explained and future challenges facing the pharmaceutical industry are explored, all geared to help any pharmaceutical professional to successfully market his or her brand. Pharmaceuticals—Where’s the Brand Logic?: Branding Lessons and Strategy may well become a daily reference for anyone in the industry, providing in a single volume a framework for the organization of a brand portfolio for any pharmaceutical company. This unique resource challenges traditional thought about the concept of branding in the pharmaceutical industry, examining several of the most difficult branding theory issues. This helpful guide provides several figures to fully explain data. Topics in Pharmaceuticals—Where’s the Brand Logic?: Branding Lessons and Strategy include: what is branding how is branding applied to the FMCG and pharmaceutical industries corporate brands—and how they can be leveraged franchise branding as a business strategy developing and sustaining pharmaceutical brands over time saving the credibility of the pharmaceutical industry changing the pharmaceutical business model to use branding as a strategic tool much, much more Pharmaceuticals—Where’s the Brand Logic?: Branding Lessons and Strategy provides the information and tools to help gain the competitive edge in a tough marketplace. This is an invaluable resource for anyone in the global pharmaceutical industry, including marketing personnel, senior management, general managers, strategy groups, and training departments.
Global Pharmaceuticals
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Author : Adriana Petryna
language : en
Publisher: Duke University Press
Release Date : 2006-03-15
Global Pharmaceuticals written by Adriana Petryna and has been published by Duke University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006-03-15 with Business & Economics categories.
DIVAnthropological study of the globalization of pharmaceuticals and its effects on local cultures, health, and economics./div
Global Pharmaceutical Policy
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Author : Zaheer-Ud-Din Babar
language : en
Publisher: Springer Nature
Release Date : 2020-06-15
Global Pharmaceutical Policy written by Zaheer-Ud-Din Babar and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-06-15 with Social Science categories.
Medicines are vital in improving patient health outcomes and pharmaceutical policy is a fundamental component of any health system. However, the global pharmaceutical policy is ever-evolving and data and quality ‘research-based information’ in this field are scarce. This book fills this gap and provides up-to-date empirical information and evidence-based synthesis. It focuses on pertinent key issues in global pharmaceutical policy including medicines safety, generic medicines, pharmaceutical supply chain, medicines financing, access and affordability of medicines, rational use of medicines, pharmacy health services research and access to vaccines and biological products. Featuring policy case studies from varied countries such as Mexico, Russia, China, Kyrgyzstan, and Pakistan, this book comprises a valuable and comprehensive resource for students, funders, policymakers, academics, and researchers interested in this field.
The Case Of Synthroid
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Author : Alice M. Tybout
language : en
Publisher:
Release Date : 2017
The Case Of Synthroid written by Alice M. Tybout and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017 with Branding (Marketing) categories.
The case tells the story of Synthroid from its development in 1958 as the first synthetic thyroxine molecule to its competition against generic equivalents in 2004. The case introduces students to the pharmaceutical industry, its practices, and some of the complexities of pricing and drug choice, with drug manufacturers, insurance companies, physicians, pharmacists, and patients all playing a role. It also provides a primer on hypothyroidism, its symptoms, and its treatment. Because Synthroid was developed and introduced before FDA regulations and drug standards of identity were fully established, it was difficult for competitors to get their drugs certified as identical to Synthroid. Through a series of efforts with physicians, especially endocrinologists, Synthroid's owners were able to maintain the perception for forty-six years that Synthroid was uniquely effective. In 2004, however, the FDA declared several competitive products to be bioequivalent to Synthroid, which posed a significant challenge to its owner, Abbott Laboratories. Students are challenged to consider options to maintain the drug's unit volume, revenue, and/or profit in these difficult circumstances. The case is written in two parts. The (A) case provides background on the history of the drug, the pharmaceutical industry and its marketing practices, and hypothyroidism and its treatment, and it concludes in 2004 as Abbott's marketers face the impending challenge of defending the Synthroid business against generic competition. The (B) case describes what Abbott actually did to maintain its share in the United States and outlines its strategy in India, a market without patent protection for pharmaceuticals. After analyzing the case students should be able to: - Describe strategies that branded competitors can use to defend their business from lower-priced competition - Understand the basics of pharmaceutical marketing and pricing, including the global challenge of defending branded drugs against generic equivalents - Discuss ethical issues in the marketing of high-margin branded products that have lower-priced alternatives, especially in the healthcare industry.
Pharma Marketing Management
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Author : Muralidhar Rao
language : en
Publisher:
Release Date : 2023-03-13
Pharma Marketing Management written by Muralidhar Rao and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-03-13 with Reference categories.
This book is written strictly as Per PCI syllabus.This comprehensive book provides an in-depth analysis of marketing practices in the pharmaceutical industry. The book covers a wide range of topics, including market segmentation, branding, product management, promotion, pricing, and distribution channels. It also examines emerging concepts in marketing, such as rural marketing, consumerism, industrial marketing, and global marketing, and their implications for the pharmaceutical industry. The book is written in an accessible style and is intended for students, practitioners, and researchers in the pharmaceutical industry, as well as those in related fields such as healthcare, biotechnology, and marketing. It offers practical insights and case studies that illustrate key concepts and strategies, as well as challenges facing the industry, such as regulatory issues and the rise of generic drugs. Marketing in the Pharmaceutical Industry is an essential resource for anyone seeking to understand the complex and dynamic world of pharmaceutical marketing. Whether you are a marketing professional, a healthcare provider, or a policymaker, this book provides a valuable perspective on the challenges and opportunities facing the industry today.
Countering The Problem Of Falsified And Substandard Drugs
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Author : Institute of Medicine
language : en
Publisher: National Academies Press
Release Date : 2013-06-20
Countering The Problem Of Falsified And Substandard Drugs written by Institute of Medicine and has been published by National Academies Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-06-20 with Medical categories.
The adulteration and fraudulent manufacture of medicines is an old problem, vastly aggravated by modern manufacturing and trade. In the last decade, impotent antimicrobial drugs have compromised the treatment of many deadly diseases in poor countries. More recently, negligent production at a Massachusetts compounding pharmacy sickened hundreds of Americans. While the national drugs regulatory authority (hereafter, the regulatory authority) is responsible for the safety of a country's drug supply, no single country can entirely guarantee this today. The once common use of the term counterfeit to describe any drug that is not what it claims to be is at the heart of the argument. In a narrow, legal sense a counterfeit drug is one that infringes on a registered trademark. The lay meaning is much broader, including any drug made with intentional deceit. Some generic drug companies and civil society groups object to calling bad medicines counterfeit, seeing it as the deliberate conflation of public health and intellectual property concerns. Countering the Problem of Falsified and Substandard Drugs accepts the narrow meaning of counterfeit, and, because the nuances of trademark infringement must be dealt with by courts, case by case, the report does not discuss the problem of counterfeit medicines.
Glocal Pharma
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Author : Ericka Johnson
language : en
Publisher: Routledge
Release Date : 2016-05-12
Glocal Pharma written by Ericka Johnson and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-05-12 with Social Science categories.
The Open Access version of this book, available at http://www.tandfebooks.com, has been made available under a Creative Commons Attribution-Non Commercial-No Derivatives 3.0 license. An exploration of how global pharmaceutical products are localized - of what happens when they become ‘glocal’ - this book examines the tensions that exist between a global pharmaceutical market and the locally bounded discourses and regulations encountered as markets are created for new drugs in particular contexts. Employing the case study of the emergence, representation and regulation of Viagra in the Swedish market, Glocal Pharma offers analyses of commercial material, medical discourses and legal documents to show how a Swedish, Viagra-consuming subject has been constructed in relation to the drug and how Viagra is imagined in relation to the Swedish man. Engaging with debates about pharmaceuticalization, the authors consider the ways in which new identities are created around drugs, the redefinition of health problems as sites of pharmaceutical treatment and changes in practices of governance to reflect the entrance of pharmaceuticals to the market. With attention to ‘local’ contexts, it reveals elements in the nexus of pharmaceutcalization that are receptive to cultural elements as new products become embedded in local markets. An empirically informed study of the the ways in which the presence of a drug can alter the concept of a disease and its treatment, understandings of who suffers from it and how to cure it - both locally and internationally - this book will appeal to scholars of sociology and science and technology studies with interests in globalization, pharmaceuticals, gender and the sociology of medicine.
New Techniques For Brand Management In The Healthcare Sector
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Author : Borges, Ana Pinto
language : en
Publisher: IGI Global
Release Date : 2021-01-29
New Techniques For Brand Management In The Healthcare Sector written by Borges, Ana Pinto and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-01-29 with Business & Economics categories.
Irrespective of the legal sphere and type of care (primary, secondary, and continuing), providers must ensure that users receive quality healthcare through the efficient use of resources, responsiveness, affordability, and the equal treatment of patients. Management and marketing have been playing an important role in this sector with the importance of branding growing in the healthcare market. The chance for brand in healthcare is determined by the challenges to increase and improve consumer choice. That's something to which providers and health systems, in general, have not been familiarized. New Techniques for Brand Management in the Healthcare Sector is a critical research publication that explores the diffusion of new marketing knowledge, tendencies, and qualitative and quantitative methods for brand management in the private, public, and social health sectors and examines the movement from healthcare as a priceless commodity to one that can be, and is, commodified. Highlighting topics such as e-health, medical tourism, and brand management, this publication is essential for hospital directors, marketers, advertisers, promotion coordinators, brand managers, product specialists, academicians, healthcare professionals, brand strategists, policymakers, researchers, and students.
The Price Of Global Health
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Author : Ed Schoonveld
language : en
Publisher: Routledge
Release Date : 2016-02-24
The Price Of Global Health written by Ed Schoonveld and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-02-24 with Business & Economics categories.
Public debate on the rising cost of new biotechnology drug treatments has intensified over the last few years as healthcare budget pressures have mounted under a strained economy. Meanwhile, the demand for new, effective medical and drug treatments continues to rise as unhealthy lifestyles cause further increases in diabetes and cardiovascular disease. Global drug pricing is one of the most hotly debated yet least understood aspects of the pharmaceutical industry. How should drug prices be set and what does it mean for patients? Why do governments increasingly get involved, and what is its impact on the global competitive environment? How can a life-saving industry have a poorer image than gun and tobacco industries, whose products are associated with death? Ed Schoonveld explains how pharmaceutical prices are determined in a complex global payer environment and what factors influence the process. His insights will help a wide range of audiences, from healthcare industry professionals to policy makers and the broader public, to gain a better understanding of this highly complex and emotionally charged field. The Price of Global Health is recognized as a valued and unique reference book that covers a complete array of topics related to global pharmaceutical pricing. It contains an in-depth but straightforward exploration of the pharmaceutical pricing strategy process, its underlying market access, general business and ethical considerations, and its implications for payers, physicians and patients. It is a much-needed and invaluable resource for anybody interested or involved in, or affected by, the development, funding and use of prescription drugs. In particular, it is of critical importance to pharmaceutical company executives and other leaders and professionals in commercialization and drug development, including marketing, business development, market access and pricing, clinical development, drug discovery, regulatory affairs, health outcomes, market research and public affairs. The second edition includes new chapters on payer value story development, oncology, orphan drugs and payer negotiations. Furthermore, many country chapters have been substantially updated to reflect changes in the healthcare systems, including the Affordable Care Act in the US, AMNOG in Germany, medico-economic requirements in France and many other country-specific changes. Lastly, almost every chapter has been updated with new examples and illustrations.