Brand Planning for the Pharmaceutical Industry

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Gower Publishing, Ltd., 2004 - Business & Economics - 160 pages
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Written by John Lidstone and Janice MacLennan, the second edition of Marketing Planning for the Pharmaceutical Industry became accepted as the bible for the industry. In this new companion book Janice MacLennan picks up two of the themes touched on in Marketing Planning - market segmentation and branding, and the inter-relationship between these two - and with this book makes them key topics for discussion. Brand Planning for the Pharmaceutical Industry begins by exploring what branding is and why it is of importance, particularly to the pharmaceutical sector. The book then goes on to show how branding can be integrated into the early stages of the commercialization process for new products, both in theory and in the 'real' world. The book provides a step-by-step guide to brand planning, using market segmentation as the starting point. The book is split into two parts, the first dealing comprehensively with brand planning for products yet to get to the market, with the second part applying the same process to products that are already on the market. Both parts are extremely pragmatic, full of pertinent examples and insights from the pharmaceutical industry, and are directly applicable to your own brand planning. Brand Planning for the Pharmaceutical Industry concludes by confronting the problems that organizations are likely to have in actually making brand planning an integral part of their work and presents strategies for dealing with them.
 

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Contents

Generic vs Branded
4
This Hook
7
Elderly Patient Severely Impaired with Osteoporosis
12
External Analysis the Starting Point
19
1a Patient Plow Diagram for Someone with Persistent Asthma
20
The Internal Analysis the Next Step
32
Joining Lt the Thinking
43
Formulating the Strategy
53
1a Patient Flow Diagram for Someone with Persistent Asthma
90
Reviewing the Brand Situation
99
1a SWOT Before the Strategic Review
100
Setting New Brand Objectives
111
mittio
117
Reviewing thk Sales Forecast
126
Building mi Brand Through Effective Communication
133
Monitoring and Controlling the Implementation oi the Brand Plan
143

Developing the Brand Strategy
62
CoMIM ITINC the Plan
78
Reviewing the Market Sizk Value and Competitor Dy namics
89
Dont avoid segmenting and targeting
151
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About the author (2004)

Janice MacLennan is Managing Director of St Clair Consulting Ltd, a leading marketing consultancy for the pharmaceutical industry. She is considered a pioneer amongst her peers for the creation of SCRxIBE pharmaceutical strategic marketing planning software.

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