Pharmaceutical Product Branding Strategies : Simulating Patient Flow and Portfolio Dynamics book cover
2nd Edition

Pharmaceutical Product Branding Strategies
Simulating Patient Flow and Portfolio Dynamics




ISBN 9781420087703
Published March 2, 2009 by CRC Press
312 Pages 11 B/W Illustrations

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Book Description

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.

Features in the text include:

Table of Contents

Traditional Approaches to Brand Planning: The Disconnect Between Product Strategies and Commercial Evaluations. Dynamic Modeling Approach to Brand Planning: Operationally Understanding Key Marketplace Dynamics. The Dynamic Modeling Language. Patient Flow Sector of the Standard Template Dynamic Model. Extensions of the Standard Template. Data for the Standard Template Dynamic Model. Specific Models of Patient Flow Dynamics. Dynamic Models of Doctor Adoption of Newly Released Pharmaceuticals. Agent-Based Modeling Approach. Treatment Attractiveness of Pharmaceutical Products. Integrating the Three Sectors of the Standard Template Dynamic Model. Strategy Testing Using Integrated Standard Template Model. Dynamic Modeling of First-Mover Advantage and Network Effects. Dynamic Modeling of New Marketplaces: Techniques for Dealing with Uncertainty. Integrating Standard Template Dynamic Models Across Indications. Dynamic Modeling of Pharmaceutical Pipeline Portfolio Issues.

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Author(s)

Biography

MARK PAICH is one of the world’s experts on dynamic modeling methodology, both as an experienced analyst and instructor. He obtained his Ph.D. in System Dynamics from the Massachusetts Institute of Technology, Cambridge, Massachusetts, USA. Dr. Paich has published in Management Science, Interfaces, Sloan Management Review, and several book chapters. His work has been also featured in Business Dynamics, Fifth Discipline Field Book, and Surviving Transformation. Dr. Paich is Co-author of Informa Healthcare’s first edition of Pharmaceutical Product Strategy: Using Dynamic Modeling for Effective Brand Planning. Throughout his career, he has been CEO of Slaxer-Paich Marketing; Senior Professor of Economics at The Colorado College, Colorado Springs, Colorado, USA; Senior Specialist at McKinsey & Co.; and a principal in dynamic modeling consultancies. He has worked with over fifty Fortune 500 companies.

COREY PECK is Managing Director of Lexidyne, Colorado Springs, Colorado, USA. He is an expert in numerous model-building software packages and has extensive experience in model design, creation, analysis, and dissemination. He was Co-author of Informa Healthcare’s first edition of Pharmaceutical Product Strategy: Using Dynamic Modeling for Effective Brand Planning. Peck has worked as an independent contractor for McKinsey & Co., where he developed a variety of models, many of which resulted in direct publication or inclusion in other works. He has developed over 20 dynamic market models for various large US-based pharmaceutical and biotechnology firms in the areas of forecasting, strategy development, and clinical trial design for various compounds in a variety of indications.

JASON VALANT is a recognized industry leader in dynamic modeling and is Co-author of Informa Healthcare’s first edition of Pharmaceutical Product Strategy: Using Dynamic Modeling for Effective Brand Planning. He is an expert in numerous model-building software packages and is highly regarded for his model building, data analysis, and project dissemination skills. He has used his expertise with a number of top pharmaceutical and biotech companies and has been instrumental in developing data analysis techniques for examining longitudinal patient dynamics. Valant also specializes in the application of the dynamic modeling approach to issues of economic development and workforce planning; most recently using an agent based modeling approach.