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Global Issues in Pharmaceutical Marketing 1st edition by Lea Prevel Katsanis ISBN 0415895324 978-0415895323

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ISBN 10: 0415895324
ISBN 13: 978-0415895323
Author: Lea Prevel Katsanis

Global Issues in Pharmaceutical Marketing presents a balanced, research-based perspective combined with a practical outlook on the current issues faced by the ethical, biotech, and generic segments of the pharmaceutical industry. It integrates an analytical approach with a global view to examine such issues as market access, digital marketing, emerging markets, branding, and more. The book covers not only the North American and Western European markets, but focuses on non-Western markets, such as Latin America and Asia. Each chapter is written as an individual essay about a given issue, and where relevant, original cases are provided to illustrate how these issues are currently managed by the global industry.

Global Issues in Pharmaceutical Marketing 1st Table of contents:

  1. Half Title
  2. Pharmaceutical Industry Structure and its Effect on Marketing Performance and Product Innovation
  3. Pharmaceutical Industry Structure
  4. Big Pharma: The Ethical Pharmaceutical Sector
  5. The Biotechnology Sector
  6. The Generic Sector
  7. The Rationale for Mergers and Acquisitions
  8. The Effects of M&As on Product Innovation
  9. The Effects of M&As on Market Performance and Marketing Strategy
  10. The Effects of M&As on Physicians and Consumers
  11. The Effects of M&As on Financial Returns
  12. Licensing and Strategic Alliances
  13. Asset Swaps, Carve-Outs, and Spin-Offs
  14. M&As and Tax Inversions: Two Case Studies
  15. Valeant/Allergan
  16. Pfizer/AstraZeneca
  17. Implications and Conclusions
  18. References
  19. The Environmental Forces that Influence Industry Stakeholders and Shape their Interactions
  20. External Environmental Forces
  21. Economic Factors
  22. Technological Factors
  23. Social and Demographic Factors
  24. Political, Legal, and Regulatory Factors
  25. The Industry’s Stakeholders and their Interactions
  26. Patient Access to Health Care Professionals and their Interactions
  27. Patient Self-Assessment
  28. Patient Consultation with Physicians
  29. Patient Interaction with Pharmacists
  30. Post-Consultation Patient Decision Making
  31. Patient/Payer Interaction
  32. Patient Adherence
  33. Implications and Conclusions
  34. References
  35. Global Health Care Systems and Market Access Variations on a Theme
  36. Global Health Care Systems
  37. Specific Health Care Systems
  38. Europe
  39. Scandinavia
  40. Commonwealth Countries (Canada, Australia, and New Zealand)
  41. Japan
  42. Russia
  43. China
  44. India
  45. Brazil
  46. The United States
  47. Private Health Care Services
  48. Global Citizen Satisfaction with their Health Care
  49. Pricing Regulation and Drug Reimbursement Policies
  50. Price Cap Regulation
  51. China—An Example of Government Bidding
  52. Canada—An In-Depth Examination of Drug Reimbursement
  53. The Price of Sovaldi—Case Study
  54. Access to Essential Drugs
  55. Implications and Conclusions
  56. References
  57. The Structure of the Global Marketing Organization and its Effect on Market Performance
  58. Types of Marketing Organizations in the Pharmaceutical Industry
  59. Brand Management Team Structure
  60. The Effects of Team Structure on Marketing Performance
  61. Brand Manager Profile and Responsibilities
  62. Brand Manager Tasks
  63. Required Skill Sets for Brand Managers
  64. Differences between Pharmaceutical and FMCG Brand Managers
  65. The Performance Evaluation of Brand Managers
  66. The Importance of Brand Manager Training
  67. The Professional Sales Representative
  68. A Historical Perspective of the Sales Organization
  69. The Sales Representative Profile and Responsibilities
  70. The Changing Role of the Sales Representative
  71. The Importance of Sales Training
  72. Academic Detailing and Other HCPs in Pharmaceutical Sales
  73. Closed Loop Marketing and Multichannel Marketing—The Interface between Marketing and Sales
  74. Implications and Conclusions
  75. References
  76. Global Pharmaceutical Branding Moving from Blockbuster to Niche Strategies
  77. A Historical View of Pharmaceutical Branding
  78. The Reality of Global Branding
  79. Pharmaceutical Brand Personalities
  80. Different Approaches to Branding
  81. Corporate Branding
  82. Disease Branding
  83. Franchise Branding
  84. Niche Branding
  85. Brand Extensions
  86. Value Added or Beyond the Pill Strategies and Patient Centricity
  87. Generic Drugs, Branded Generics, and Authorized Generics
  88. Key Elements That Contribute to Brand Success: A Case Study
  89. Criticisms of Pharmaceutical Branding
  90. Implications and Conclusions
  91. References
  92. Traditional Industry Communication to Physicians Promotional and Informational Elements
  93. Physician Prescribing Characteristics
  94. An Overview of Physician Detailing
  95. The Effectiveness of Detailing as a Promotional Tool
  96. The Role of Sampling to Physicians
  97. The Effectiveness of Journal Advertising
  98. Continuing Medical Education—No Free Lunch
  99. Industry-Sponsored Clinical Trial Publications
  100. Gift Giving to Physicians
  101. Implications and Conclusions
  102. References
  103. Digital Communication to Physicians Closed Loop and Multichannel Marketing
  104. E-Detailing
  105. Closed Loop Marketing
  106. Multichannel Marketing
  107. Independent and Company-Sponsored E-Physician Websites
  108. Social Media
  109. mHealth and the Use of Apps
  110. Implications and Conclusions
  111. References
  112. Direct to Consumer Advertising Broadcast and Print Media
  113. DTCA Health Care Consumer Profiles
  114. Physician Views on DTCA
  115. An Overview of Recent DTCA Research
  116. The Effects of DTCA on Prescription Requests
  117. The Perceived Risk of DTCA by Consumers
  118. The DTCA Controversy: An Ongoing Debate
  119. The Use of DTCA in Other Countries
  120. Canada
  121. New Zealand
  122. Australia
  123. Japan
  124. Europe
  125. Implications and Conclusions
  126. References
  127. Additional Reading
  128. Public Policy and DTCA
  129. DTCA Effect on Rx Requests and Physician–Patient Relationship
  130. Consumer Attitude Toward DTCA
  131. Content Analysis of DTCA
  132. Risk and DTCA
  133. DTCA and Demographics
  134. Consumer Digital Communication Channels eDTCA 1.0, 2.0, and mHealth
  135. eDTCA 1.0 and the Health Care Consumer
  136. Consumer Trust in Online Health Information
  137. eDTCA 1.0: Direct to Consumer Websites
  138. Pharmaceutical Company Website Content
  139. eDTCA 2.0 and the Health Care Consumer
  140. Social Media—An Underutilized Digital Tool
  141. Social Media Platforms Used by Leading Pharmaceutical Companies
  142. The Use of Social Media in Europe
  143. Social Media and Adverse Reaction Reporting
  144. The Market for mHealth
  145. A Profile of the mHealth Consumer
  146. Examples of Pharmaceutical Consumer Apps
  147. The Availability of Health Care Apps Worldwide
  148. GlaxoSmithKline, Boehringer Ingelheim, and Novo Nordisk: Three Case Studies in Social Media
  149. GlaxoSmithKline
  150. Boehringer Ingelheim
  151. Novo Nordisk
  152. Company Similarities and Differences
  153. Implications and Conclusions
  154. References
  155. Industry Self-Regulation Finding the Balance
  156. Self-Regulation—The Debate
  157. Voluntary Codes of Conduct
  158. International Codes
  159. Regional Codes
  160. National Country Codes
  161. Code Enforcement and the Complaint Process
  162. Sanctions for Code Violations
  163. The Effectiveness of Self-Regulation
  164. Non-Governmental Activist Organizations
  165. Health Action International
  166. BEUC
  167. PharmFree
  168. No Free Lunch
  169. Healthy Skepticism
  170. Industry Transparency and Sunshine Laws
  171. Implications and Conclusions
  172. References
  173. Emerging Markets and OTC Markets Future Opportunities and Current Challenges
  174. Emerging Markets
  175. Pharmerging Markets
  176. China
  177. Brazil
  178. Russia
  179. India
  180. Successful Emerging Market Strategies: A Case Study
  181. Collaborating with Non-Traditional Partners
  182. Co-Inventing Custom Solutions
  183. Building Local Capacity
  184. The Global OTC Market
  185. Rx to OTC Switching
  186. OTC Market Data
  187. The BRIC Markets
  188. Europe
  189. The United States
  190. Implications and Conclusions
  191. References
  192. The Industry’s Declining Reputation A Prescription for Change
  193. Factors Associated with Reputational Damage
  194. Inward Looking and Resistant to Change
  195. Inexperienced Marketers with the Need for Training
  196. Lack of Accuracy and Balance
  197. The Use of Direct to Consumer Advertising
  198. If Legal, Then Appropriate
  199. Perception of High Prices
  200. Industry Relationships with Physicians
  201. Inaccurate Information from the Mass Media
  202. Political Agenda Setting in the Treatment of Disease
  203. Off-Label Marketing
  204. Why Change Is Needed
  205. Implementing Change: A Behavioral Framework
  206. Implications and Conclusions

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Tags: Lea Prevel Katsanis, Global Issues, Pharmaceutical Marketing