1. Pharmaceutical Product Branding Strategies : Simulating Patient Flow and Portfolio Dynamics
- Author
-
Mark Paich, Corey Peck, Jason Valant, Mark Paich, Corey Peck, and Jason Valant
- Subjects
- Drugs--Marketing, Brand name products--Mathematical models, Pharmaceutical industry--Mathematical models, Drug Industry--economics, Marketing--methods, Models, Economic
- Abstract
This updated Second Edition details how marketers, forecasters, and brand planners can achieve optimal success by building internally consistent simulation models to project future behavior of patients, physicians, and R&D processes. By introducing the reader to the complexities facing many pharmaceutical firms, specifically issues around cross-functional coordination and knowledge integration, this guide provides a framework for dynamic modeling of interest to several pharmaceutical markets, including epidemiology, market definitions, compliance/persistency, and revenue generation in the context of patient flows or movements.
- Published
- 2009