Innovation and Marketing in the Pharmaceutical Industry,Emerging Practices, Research, and Policies

The pharmaceutical industry is one of today’s most dynamic and complex industries, involving commercialization of cutting-edge scientific research, a huge web of stakeholders (from investors to doctors), multi-stage supply chains, fierce competition in the race to market, and a challenging regulatory environment.  The stakes are high, with each new product raising the prospect of spectacular success—or failure.  Worldwide revenues are approaching $1 trillion; in the U.S. alone, marketing for pharmaceutical products is, itself, a multi-billion dollar industry.  In this volume, the editors showcase contributions from experts around the world to capture the state of the art in research, analysis, and practice, and covering the full spectrum of topics relating to innovation and marketing, including R&D, promotion, pricing, branding, competitive strategy, and portfolio management.  Chapters include such features as:

·         An extensive  literature review, including coverage of research from fields other than marketing

·         an overview of how practitioners have addressed the topic

·         introduction of relevant analytical tools, such as statistics and ethnographic studies

·         suggestions for further research by scholars and students

The result is a comprehensive, state-of-the-art resource that will be of interest to researchers, policymakers, and practitioners, alike.

Table of contents (24 chapters)

·         The Pharmaceutical Industry: Specificity, Challenges, and What You Can Learn from this Book

Ding, Min (et al.)

Pages 1-18

·         Innovation in the Pharmaceutical Industry: The Process of Drug Discovery and Development

Petrova, Elina

Pages 19-81

·         Portfolio Management in New Drug Development

Ding, Min (et al.)

Pages 83-118

·         Grassroots Innovation: A Promising Innovation Paradigm for Pharmaceutical Companies

Betz, Ulrich A. K. (et al.)

Pages 119-148

·         New Challenges in Alliance Portfolio Management

Wuyts, Stefan

Pages 149-170

·         Evaluating the Impact of Treatment Effectiveness and Side Effects in Prescribing Choices

Chan, Tat (et al.)

Pages 171-187

·         The Successful Launch and Diffusion of New Therapies

Landsman, Vardit (et al.)

Pages 189-223

·         Pharmaceutical Lifecycle Extension Strategies

Kappe, Eelco

Pages 225-254

·         Patent Expiry and Pharmaceutical Market Opportunities at the Nexus of Pricing and Innovation Policy

Jain, Dipak C. (et al.)

Pages 255-285

·         Risk Assessment: The Consumer as an Intuitive Statistician

Raghubir, Priya (et al.)

Pages 287-313

·         Efficacy Expectations and Adherence: Evidence of Consumer Biases and Heuristics in Pharmaceutical Marketing

Ilyuk, Veronika (et al.)

Pages 315-344

·         Factors Affecting Adherence to Governmental Health Warnings and the Case of Over-the-Counter Cough and Cold Medications (OTC-CCM) in Children Under Two

Miron-Shatz, Talya (et al.)

Pages 345-363

·         Vaccine Marketing

Angelmar, Reinhard (et al.)

Pages 365-423

·         Patient Empowerment: Consequences for Pharmaceutical Marketing and for the Patient–Physician Relationship

Camacho, Nuno

Pages 425-455

·         Leveraging Peer-to-Peer Networks in Pharmaceutical Marketing

Bhatia, Tulikaa

Pages 457-475

·         Leveraging Social Media in the Pharmaceutical Industry

Shankar, Venkatesh (et al.)

Pages 477-505

·         Understanding Sample Usage and Sampling as a Promotion Tool: State of Industry Practice and Current Research

Dong, Xiaojing (et al.)

Pages 507-530

·         Pharmaceutical Detailing Elasticities: A Meta-Analysis

Sridhar, Shrihari (et al.)

Pages 531-556

·         Marketing Spending Models

Fischer, Marc (et al.)

Pages 557-589

·         Modeling the Effects of Promotional Efforts on Aggregate Pharmaceutical Demand: What We Know and Challenges for the Future

Wieringa, Jaap E. (et al.)

Pages 591-628

·         Direct-to-Consumer Advertising of Pharmaceuticals: An Integrative Review

Liu, Qiang (et al.)

Pages 629-649

·         How DTCA Influences Prescription Pharmaceutical Markets

Vakratsas, Demetrios (et al.)

Pages 651-672

·         Spillovers and Other Externalities in Pharmaceutical Marketing

Desiraju, Ramarao (et al.)

Pages 673-700

·         Closing the Marketing Strategy-Tactics Gap: An Institutional Theory Analysis of Pharmaceutical Value Chain

Singh, Jagdip (et al.)

Pages 701-735