Pharmaceutical Product Strategy Using Dynamic Modeling for Effective Brand Planning

A basic business modeling book can give you technical information on applying business models and a basic marketing book can give you an understanding of branding, but neither of them comprehensively covers the issues singular to the pharmaceutical industry. As the first integrated text of its kind, Pharmaceutical Product Strategy: Using Dynamic Modeling for Effective Brand Planning details a cutting-edge approach to the challenges involved in product launches, the brand planning process, and the modeling of patient, physician, and prescription behavior that are vital for product success. The book discusses the application of Dynamic Modeling (DM) principles to issues of epidemiology, competitive landscape definitions, compliance/persistence, and revenue generation in the context of patient flows or movements. The authors then examine the structure and dynamics surrounding doctor adoption of pharmaceutical products, including concepts of diffusion, segmentation, quantification, and ultimate calibration of such models based on published data sources and collectible market-level data. Issues surrounding the components and evaluation of product utility are next addressed, including concepts of conjoint analysis and various discrete choice models. They explore the integration of the three basic analysis platforms-patient dynamics, physician adoption/prescribing behavior, and treatment attractiveness-into a unified market model in the context of cross-functional coordination and data utilization. They discuss the goals and outputs of such a model as part of the brand planning process, as well as depict a rigorous process for testing, calibration, and validation of model results. This is a book about new ideas-new approaches to strategy development in and commercial evaluation of pharmaceutical marketplaces, new structural representatives of dynamic concepts, and new software tools that assist in model development and analysis. The authors make the case for using the DM process to effectively address the complexities facing pharmaceutical firms by integrating and leveraging the wealth of data on marketplace behavior that is available today. All innovations, by definition, replace existing paradigms: this book takes you easily through the progression from older traditions to new, more powerful analytic frameworks.Peck, Corey is the author of 'Pharmaceutical Product Strategy Using Dynamic Modeling for Effective Brand Planning', published 2004 under ISBN 9780849327292 and ISBN 0849327296.