Pharmaceutical Product Branding Strategies: Simulating Patient Flow and Portfolio Dynamics

2nd Edition

Mark Paich, Corey Peck, Jason Valant

CRC Press
Published March 2, 2009
Reference - 312 Pages - 11 B/W Illustrations
ISBN 9781420087703 - CAT# H8770

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Summary

This updated Second Edition details how marketers, forecasters, and brand planners can achieve optimal success by building internally consistent simulation models to project future behavior of patients, physicians, and R&D processes. By introducing the reader to the complexities facing many pharmaceutical firms, specifically issues around cross-functional coordination and knowledge integration, this guide provides a framework for dynamic modeling of interest to several pharmaceutical markets, including epidemiology, market definitions, compliance/persistency, and revenue generation in the context of patient flows or movements.

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