Research Catalog

Title

Pharmaceutical product branding strategies : simulating patient flow and portfolio dynamics / Mark Paich, Corey Peck, Jason Valant.

Author

Paich, Mark.

Publication

New York : Informa Healthcare, [2009], ©2009.

Items in the Library & Off-site

Holdings

Details

Additional Authors

• Peck, Corey.
• Valant, Jason.
• Paich, Mark.

Description

viii, 295 pages : illustrations; 24 cm

Subjects

• Drug Industry > economics
• Brand name products > Mathematical models
• Drugs > Marketing
• Models, Economic
• Pharmaceutical industry > Mathematical models
• Marketing > methods

Note

• Rev. ed. of: Pharmaceutical product strategy. c2005.

Bibliography (note)

• Includes bibliographical references and index.

Contents

1. Traditional Approaches to Brand Planning: The Disconnect Between Product Strategies and Commercial Evaluations -- 2. Dynamic Modeling Approach to Brand Planning: Operationally Understanding Key Marketplace Dynamics -- 3. The Dynamic Modeling Language -- 4. Patient Flow Sector of the Standard Template Dynamic Model -- 5. Extensions of the Standard Template -- 6. Data for the Standard Template Dynamic Model -- 7. Specific Models of Patient Flow Dynamics -- 8. Dynamic Models of Doctor Adoption of Newly Released Pharmaceuticals -- 9. Agent-Based Modeling Approach -- 10. Treatment Attractiveness of Pharmaceutical Products -- 11. Integrating the Three Sectors of the Standard Template Dynamic Model -- 12. Strategy Testing Using Integrated Standard Template Model -- 13. Dynamic Modeling of First-Mover Advantage and Network Effects -- 14. Dynamic Modeling of New Marketplaces: Techniques for Dealing with Uncertainty -- 13. Integrating Standard Template Dynamic Models Across Indications -- 16. Dynamic Modeling of Pharmaceutical Pipeline Portfolio Issues.

ISBN

• 9781420087703 (hardcover : alk. paper)
• 1420087703 (hardcover : alk. paper)

LCCN

• 2008048873
• 99933336194

OCLC

• ocn271597896
• 271597896
• SCSB-9034995

Owning Institutions

Columbia University Libraries