Pharmaceutical product branding strategies : simulating patient flow and portfolio dynamics /
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| Author / Creator: | Paich, Mark. |
|---|---|
| Edition: | 2nd ed. |
| Imprint: | New York : Informa Healthcare, c2009. |
| Description: | viii, 295 p. : ill. ; 24 cm. |
| Language: | English |
| Subject: | |
| Format: | Print Book |
| URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/7684296 |
Table of Contents:
- Preface
- Acknowledgments
- 1. Traditional Approaches to Brand Planning: The Disconnect Between Product Strategies and Commercial Evaluations
- 2. Dynamic Modeling Approach to Brand Planning: Operationally Understanding Key Marketplace Dynamics
- 3. The Dynamic Modeling Language
- 4. Patient Flow Sector of the Standard Template Dynamic Model
- 5. Extensions of the Standard Template
- 6. Data for the Standard Template Dynamic Model
- 7. Specific Models of Patient Flow Dynamics
- 8. Dynamic Models of Doctor Adoption of Newly Released Pharmaceuticals
- 9. Agent-Based Modeling Approach
- 10. Treatment Attractiveness of Pharmaceutical Products
- 11. Integrating the Three Sectors of the Standard Template Model
- 12. Strategy Testing Using Integrated Standard Template Model
- 13. Dynamic Modeling of First-Mover Advantage and Network Effects
- 14. Dynamic Modeling of New Marketplaces: Techniques for Dealing with Uncertainty
- 15. Integrating Standard Template Dynamic Models Across Indications
- 16. Dynamic Modeling of Pharmaceutical Pipeline Portfolio Issues
- Glossary
- Index
