Written by John Lidstone and Janice MacLennan, the second edition of Marketing Planning for the Pharmaceutical Industry became accepted as the bible for the industry. In this new companion book Janice MacLennan picks up two of the themes touched on in Marketing Planning - market segmentation and branding, and the inter-relationship between these two - and with this book makes them key topics for discussion. Brand Planning for the Pharmaceutical Industry begins by exploring what branding is and why it is of importance, particularly to the pharmaceutical sector. The book then goes on to show how branding can be integrated into the early stages of the commercialization process for new products, both in theory and in the 'real' world. The book provides a step-by-step guide to brand planning, using market segmentation as the starting point. The book is split into two parts, the first dealing comprehensively with brand planning for products yet to get to the market, with the second part applying the same process to products that are already on the market. Both parts are extremely pragmatic, full of pertinent examples and insights from the pharmaceutical industry, and are directly applicable to your own brand planning. Brand Planning for the Pharmaceutical Industry concludes by confronting the problems that organizations are likely to have in actually making brand planning an integral part of their work and presents strategies for dealing with them.
Table of Contents
Contents: Introduction. Part I Developing a Brand Plan for a New Product: Market segmentation; External analysis - the starting point; The internal analysis - the next step; Joining-up the thinking; Formulating the strategy; Developing the brand strategy; Completing the plan. Part II Planning for an In-Line Brand: Reviewing the market size, value and competitor dynamics; Reviewing the brand situation; Setting new brand objectives; Planning for implementation; Reviewing the sales forecast; Building the brand through effective communication; Monitoring and controlling the implementation of the brand plan; Conclusion; Index.
Janice MacLennan is Managing Director of St Clair Consulting Ltd, a leading marketing consultancy for the pharmaceutical industry. She is considered a pioneer amongst her peers for the creation of SCRxIBE pharmaceutical strategic marketing planning software.
'In today's fast-moving healthcare market with the most complex customer structure ever only pharmaceutical companies with a sound, cohesive and well-structured strategic brand planning process will be able to deliver superior value to all stakeholders. This book, that practically illustrates the professional approach of all key elements of a strategic planning cycle including special aspects in a pre-launch phase specifically tailored to the pharmaceutical industry, will be of fundamental importance to all marketing executives who strive to optimise strategic resource allocation and to outpace competition.' Manfred M. Heinzer, Director Hospital/Specialty Care, Roche Pharma Germany 'Janice MacLennan introduces brand strategy as the key to reaching the customer heart and mind for pharmaceutical products. In addition to conceptually integrating branding into the strategic planning process, Brand Planning for the Pharmaceutical Industry provides a step-by-step approach to applying that process to the work of brand managers and market researchers. It is that direct application which will enable brand teams to learn, develop, and ultimately, achieve the brand position.' Jennifer Conn, Director, Employee and Leadership Development, Pharmaceutical Products Division, Abbott Laboratories 'This is an impressive book and the first to tackle one of the most important and difficult questions facing every pharmaceutical marketing executive: how to create and sustain a branded product? A copy should be on every marketer's desk as an essential guide and source of reference.' Journal of Medical Marketing Vol 15, 1 2005 The book provides a step-by-step guide to brand planning, using market segmentation as the starting point.' Pharmaceutcial Marketing, January 2005