Rising levels of commercialization costs and declining R&D productivity levels have meant that pharmaceutical companies are seeking new ways of maximizing the commercial performance of their products throughout the product lifecycle.
Winning Pharmaceutical Brand Management: Maximizing brand value through best practice in brand development and product marketing is a new report from Business Insights in which 12 leading industry experts explore the process of managing a brand across the product lifecycle. Analysis and research techniques and marketing communication channels are evaluated, to ensure that you can successfully develop and track your brand and target promotion to a wider range of customer groups.
Use this report’s unique analysis of co-promotion activities, reimbursement and distribution models in specialty pharmaceuticals and franchise brand management to understand some of the core issues that are currently impacting the pharmaceutical brand management process.
Key reasons to read this report
- Gain in-depth knowledge of all aspects of brand management through perspectives taken directly from key opinion leaders in brand development, research and analysis, and marketing communication.
- Identify the responsibilities and resources required at each stage of the brand management process, ensuring that you implement these best practices into your current and future branding strategies.
- Evaluate alternative marketing strategies, such as new customer segmentation models, variable sales force structures and exploitation of the digital world, to improve dialogue, patient loyalty and ROI.
- Build sustainable value and combat the generic threat through implementing a franchise brand strategy to prioritize your portfolio around customer needs.
- Understand the ways in which Eli Lilly and ICOS were able to work.
together to successfully launch and position Cialis to compete against one of the world’s best knowm brands Viagra.
Report highlights
- With no established ‘best practices’ in brand management, those tasked with steering brands around the various hurdles and challenges presented by pharmaceutical markets must use all available learning and experience to help build the leading brands of the future.
- Increased discipline in the brand management process will be the best way to identify and exploit potential competitive advantages to ultimately maximize the commercial potential of the brand. In order to evaluate commercial strategies, brand managers increasingly define specific metrics to track the effectiveness of their strategies and make course corrections.
- One of the most fundamental aspects of marketing research is the contribution it makes to product branding. That is, to creating a unique brand identity that transcends the objective, clinical performance and pharmacology of that product.
- A variable sales force structure consists of a core internal team of highly trained sales representatives selectively augmented by highly motivated custom-built field forces. These custom teams will address everything from new product launches requiring additional temporary manpower to ongoing support for mature or declining products.
The report will be delivered as a PDF via e-mail. Orders must be paid in full before shipment. All sales are final; no returns or refunds are permitted with this product.
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