Pharmaceutical Marketing: Principles, Environment, and Practice

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· 제목 : Pharmaceutical Marketing: Principles, Environment, and Practice (Hardcover, Revised) (Principles, Environment, and Practice)
· 분류 : 외국도서 > 의학 > 약학
· ISBN : 9780789015822
· 쪽수 : 386쪽
· 출판일 : 2002-03-12

Preface
Section I: Introduction
Chapter 1. General Principles
The Evolution of Marketing
The Development of Pharmaceutical Marketing
The Social Functions of Marketing
The Right Product
The Right Quantity
The Right Place
The Right Price
The Right Time
Spreading the Word
Marketing Management
The Social Position of Pharmaceutical Marketing
Chapter 2. General Environment
Introduction
Patients and Customers: The Inner Circles
The Outer Ring: The Aggregate Environment
The Middle Ring
Conclusion
Chapter 3. General Practices
Introduction
Who Are We? Who Are Those Other People? What Can We Do About Them?
What Business Are We In? How Does This Guide Us?
Internal Review—Another Look at the Corporate Navel
Section II: Product
Chapter 4. Principles of Product Research and Development
Product Scope Strategy
New Product Strategy
Product Positioning Strategy
Product Repositioning Strategy
Product Elimination Strategy
Diversification Strategy
Ibuprofen—From Drug to Drug Products: A Case
Chapter 5. Responsiveness of the Pharmaceutical Industry to Its External Environment
High-Value Molecule Selection
Clinical (Drug) Development and Launch Project Management Skills
R & D Life Cycle Management Postapproval
Mergers
Conclusion
Chapter 6. Product Research and Development Practices
Orphan Drug Act
Expedited Drug Approval
Prescription Drug User Fee Act of 1992 (PDUFA)
FDA Modernization Act of 1997 (FDAMA)
Conclusion
Section III: Price
Chapter 7. Pharmaceutical Pricing Principles
Essential Factors in the Pricing Decision
Competition
Patient Characteristics
Value of Therapy
The Decision-Making Process
Disease Characteristics
The Reimbursement Environment
Company Needs
Company Abilities
Public Policy Considerations
Summary
Chapter 8. The Pharmaceutical Pricing Environment
New Product Pricing
Pharmaceutical Pricing and Public Policy
Pricing on Purpose
Chapter 9. Pharmaceutical Pricing in Practice
New Product Pricing Trends
The Need to Price on Purpose
Chapter 10. Principles of Place, Channel Systems, and Specialists
Introduction
Challenges of Managing Place
Channel Systems
Crucial Place Factors
Channel Specialists
Channel Relationships and Conflict
Channel Access
Physical Distribution
Chapter 11. Place Factors in the U.S. Drug Market: The Environment
Drug and Related Health Care Products
Use of Prescription Medications
Drug Product Imperatives
Physical and Fiscal Product Characteristics
Legal and Regulatory Requirements
Chapter 12. Place Applications in the U.S. Drug Market
Drug Supplies—Producers, Labelers, and Repackagers
Wholesale Distributors
Chain Warehouses
Pharmacies—The Patient-Pharmacist Interface
Return Specialists—Reverse Distributors, Reclamation Specialists, and Disposers
Clinics, Surgery Centers, Dialysis Centers, Laboratories, and Planned Parenthood
Pharmaceutical Sampling
Institutional (Hospital) Marketing
Wholesale Distribution
Section V: Promotion
Chapter 13. Principles
Introduction
Rational Appeals
Nonrational Appeals
To Whom Should Products Be Promoted?
A Special Case: Prescription Drug Advertising to Consumers
Where to Promote: Strategic Choices Among Media
Media Types
Media Selection Procedure
Deciding How Much to Spend
Conclusion
Chapter 14. Environments
Legal/Regulatory
Ethical/Cultural
Technical
Economic
Social
Competitive
Internal
Individual Patients/Consumers
The Human Medical Condition
Conclusion
Chapter 15. Practices
A Bit of History
Targets of Promotion
Messages
Life Cycle Considerations
Product Considerations
Blending the Promotional Mix
Budgets
Conclusion
Section VI: Conclusion
Chapter 16. Prospects: Linking Therapy to Patient Needs
Public Perceptions of Pharmaceutical Marketing
What Pharmaceutical Marketing Is and Does
What Drives Product Development?
Marketing Exerts Downward Pressure on the Price of Medicines
Cost Savings Through Efficient Distribution: A Key Element of Marketing
Communicating with Physicians: Linking Products to Patient Needs
Cost Savings Through Marketing Directly to Patients
Pharmaceutical Marketing Stimulates Demand: Good for the Health Care System
Appendix: Resources
Books
Periodicals
Notes
Index
Reference Notes Included