| |
Home »
Shop » The Pharm
Yard » Demonstrating the value of medicines
Demonstrating the value of medicines
Demonstrating the value of medicines
Reprinted from the Medical Marketing Manual
Patrick Hopkinson, Paul Trueman and Francois Schubert describe the fundamental
changes in the pharmaceutical market that are driving the need for companies to
demonstrate the value of new medicines.
This is a reprint of Chapter 18 from the
Medical Marketing Manual which is edited by Paul Higham and Peter D
Stonier. The unique format of the Manual means that individual chapters are
updated whenever necessary.
The Manual has been written by senior
medical and marketing executives in the pharmaceutical and allied service
industries as a guide to the commercial development of medicines, particularly
the interaction between the research, development, medical and marketing
functions.
The Editors have used their wealth of experience and
knowledge in both the medical research and marketing spheres to provide a
unique publication, which in 18 chapters and 5 Supplements covers all important
aspects of the subject.
PREFACE to the Medical Marketing
Manual
by Paul Higham and Peter D Stonier
The pharmaceutical
industry is changing rapidly. Gone are the days where the products of Research
and Development were exposed somewhat reluctantly by their scientific champions
to the palette of marketing activity some 1-2 years before launch. Now, it is
essential that there is communication and co-operation between researchers,
clinical development experts and marketers. This collaboration must be
co-ordinated from the point of invention to patent expiry and beyond, to ensure
that long-term investment leads to tangible patient benefits so creating
competitive edge, payor acceptance and ultimately increasing shareholder
value.
There is a need to demonstrate value for money for new medicines
and in many countries market access is critical to the ultimate success of
failure of scientific innovation. To satisfy these demands, traditional
marketing methods are being supplemented by the new technologies of the
internet and e-commerce, by pharmacoeconomics and by well developed
reimbursement and pricing strategies.
The Medical Marketing
Manual addresses all these rapidly changing and complex issues. Each
chapter is written by an acknowledged expert and gives an up-to-date and
authoritative perspective on the key issues facing the industry.
Demonstrating the value of medicines
Disclaimer
Net Media Marketing
excludes any warranty, express or implied, as to the quality, accuracy,
timeliness, completeness or fitness for a particular purpose of this briefing.
OnePharm Internet will not be liable for any claims, penalties, losses,
damages, costs, or expenses arising from the use of or inability to use this
briefing or from any unauthorised access to or alteration of the Briefing.
OnePharm Internet makes no warranty that the contents of this briefing are
compatible with all computer systems and browsers.
All jobs & Vacancies,
Pharmaceutical
sales jobs,
Healthcare
sales jobs,
Laboratory
sales jobs,
Veterinary
sales jobs,
Dental
sales jobs,
Trainee
medical sales jobs,
Nurse
Advisor jobs,
Sales
Management jobs,
Marketing
jobs,
Senior
Management jobs,
Regulatory
& Clinical jobs, Order British National
Formulary, Order British
Pharmacopoeia, Pharmaceutical Industry
books
|
