Pharmaceutical Product Branding Strategies: Simulating Patient Flow and Portfolio Dynamics, Second Edition

This guide provides a framework for dynamic modeling to help marketers, forecasters, and brand planners achieve these objectives:

•predict behavior of patients, physicians, and R&D processes
•build a successful brand management strategy
•target a wider audience

This text discusses explains how dynamic modeling addresses issues faced by pharmaceutical firms. Dynamic modeling’s positive effects are supported by articles from business publications, literature reviews, definitions sections, and collectable market-level data.

Strategies discussed:

•cross-functional coordination and knowledge integration
•diffusion, segmentation, quantification, and ultimate calibration
•choice models, conjoint analysis, competitive sets, data collection/estimation, and market calibration
•three basic analysis platforms (patient dynamics, doctor adoption, treatment attractiveness)