Pharmaceutical Marketing: Principles, Environment, and Practice / Edition 1

by Eugene Mick Kolassa, James Greg Perkins, Bruce R Siecker

Overview

Explore the nuts and bolts of marketing pharmaceuticals today!

Written by leading authorities in the field, Pharmaceutical Marketing: Principles, Environment, and Practice is the fifth in Dr. Mickey Smith's series of books on the subject which began in the 1960s. In this extraordinary book, he and his co-authors examine the principles of marketing pharmaceuticals, describe the environmental factors that affect their application, and show how these principles can be applied in response to those factors in practice.

From the history and development of marketing pharmaceuticals to channel systems, legal requirements, budgeting, and product placement, this essential volume is a comprehensive text that will help students prepare for successful careers in this expanding field.

From editor Mickey Smith: "Looking back on 40 years of experience, I’ve recently begun saying that most of the things I knew about pharmaceutical marketing over the years that made me so smart are not true anymore. But the fact is that the principles of marketing are as true as they were when they appeared in my first book (published in 1968). What has changed, and had to change, was the way the principles are applied.

"This book is based on the premise that marketing follows certain principles and that pharmaceutical marketing is affected by a variety of environmental influences which lead to a rich array of marketing practices. These practices are presented to demonstrate how the successful application of marketing principles—with appropriate adaptation to environmental forces—can lead to success in the marketplace. Failures are also presented."

This well-referenced book explores and explains the principles and practical application of vital elements of pharmaceutical marketing, including:

• product pricing—with sections on trends, competition, reimbursement programs, public policy, and more
• research and development—including strategies relating to new products, product scope, positioning and repositioning, product elimination, diversification, and a fascinating case study about Ibuprofen
• promotion—rational and nonrational appeals, advertising prescription drugs to consumers, strategic choices among media types, budgeting, and more
• place factors, channel systems, physical distribution, and specialists
• and much more!

Ideal for anyone entering or studying the pharmaceutical industry, Pharmaceutical Marketing: Principles, Environment, and Practice is a one-stop source of reliable knowledge that you’ll refer to again and again! In the editor's words, "Good marketing leads to good medicine. Exceptions exist, but when the system works, bad marketing never succeeds for long—and neither does bad medicine."

Product Details

ISBN-13:	9780789015839
Publisher:	Taylor & Francis
Publication date:	03/01/2002
Edition description:	New Edition
Pages:	392
Product dimensions:	5.81(w) x 8.25(h) x (d)

About the Author

Eugene Mick Kolassa, James Greg Perkins, Bruce R Siecker

Table of Contents

Preface, Section I: Introduction, Chapter 1. General Principles, The Evolution of Marketing, The Development of Pharmaceutical Marketing, The Social Functions of Marketing, The Right Product, The Right Quantity, The Right Place, The Right Price, The Right Time, Spreading the Word, Marketing Management, The Social Position of Pharmaceutical Marketing, Chapter 2. General Environment, Introduction, Patients and Customers: The Inner Circles, The Outer Ring: The Aggregate Environment, The Middle Ring, Conclusion, Chapter 3. General Practices, Introduction, Who Are We? Who Are Those Other People? What Can We Do About Them?, What Business Are We In? How Does This Guide Us?, Internal Review—Another Look at the Corporate Navel, Section II: Product, Chapter 4. Principles of Product Research and Development, Product Scope Strategy, New Product Strategy, Product Positioning Strategy, Product Repositioning Strategy, Product Elimination Strategy, Diversification Strategy, Ibuprofen—From Drug to Drug Products: A Case, Chapter 5. Responsiveness of the Pharmaceutical Industry to Its External Environment, High-Value Molecule Selection, Clinical (Drug) Development and Launch Project Management Skills, R & D Life Cycle Management Postapproval, Mergers, Conclusion, Chapter 6. Product Research and Development Practices, Orphan Drug Act, Expedited Drug Approval, Prescription Drug User Fee Act of 1992 (PDUFA), FDA Modernization Act of 1997 (FDAMA), Conclusion, Section III: Price, Chapter 7. Pharmaceutical Pricing Principles,

Editorial Reviews

4 Stars! from Doody

Reviewer: JoAnn Stubbings, R.Ph., MHCA (University of Illinois at Chicago College of Pharmacy)
Description: This book integrates basic marketing concepts with the uniqueness of the pharmaceutical marketplace in an easy-to-follow, highly readable format. This is an updated edition of a similar book published in 1998.
Purpose: The purpose is to introduce the reader to the highly complex and unique pharmaceutical environment and to provide an understanding of how pharmaceutical marketing principles are applied in response to the environment. This book fills a tremendous void for people who may understand the pharmaceutical environment but not marketing principles, or vice versa. The book accomplishes its objectives through its structure, many insights, and case examples.
Audience: According to the editor, the book is written for "those with an academic background in business but with little knowledge of the pharmaceutical field and those with an academic background in pharmacy but with little or no formal training in marketing." The editor includes students and practitioners in the potential audience and the book does, in fact, have broad application to all these groups. It would also have application both as a primer for pharmacy students and as an advanced book for graduate students in pharmacy administration or business administration programs. The authors are widely recognized as the most experienced and credible authorities in pharmaceutical marketing.
Features: The book is well organized in its approach to the pharmaceutical environment and marketing principles as they apply to the environment. The first section provides a comprehensive assessment and analysis of the environment and provides the foundation for the principles that follow. The subsequent sections follow the basic marketing format of the four Ps (product, price, place, and promotion). The best feature of the book is the ample supply of insights and case examples that provide a rich and unparalleled understanding of pharmaceutical marketing. Additionally, the book is highly readable and offers something of interest for readers at all experience levels.
Assessment: This book is without comparison. It reflects the authors' lifetime experiences in merging basic marketing principles with the pharmaceutical environment. It goes beyond the facts, figures, and technical aspects of marketing to provide a rich understanding of this market that can't be easily gleaned from other sources. Upon reading this book, the student will understand the basic premise of pharmaceutical marketing, as noted by the editor, that "good pharmaceutical marketing is good medicine." This book replaces the previous edition because it is more current and is well organized. It will be an important addition to the curriculum of colleges of pharmacy and colleges of business administration, as well as the libraries of pharmacists, employees of pharmaceutical companies, and all those with an interest in pharmaceuticals.

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