Synopsis
Focusing on cross-functional coordination and knowledge integration, Pharmaceutical Product Strategy: Using Dynamic Modeling for Effective Brand Planning introduces many of the complexities facing many pharmaceutical firms. The book examines issues surrounding utilization of information, consistency of assumptions, and the need for processes that integrate various functional areas. It also discusses why the dynamic modeling process is an effective way to address these problems in a systematic and accessible way. An appendix covers more technical points of dynamic model analysis including agent-based approaches and mathematics of continuous formulations, and details for choice models and conjoint analysis.
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About the Author
MARK PAICH is one of the world’s experts on dynamic modeling methodology, both as an experienced analyst and instructor. He obtained his Ph.D. in System Dynamics from the Massachusetts Institute of Technology, Cambridge, Massachusetts, USA. Dr. Paich has published in Management Science, Interfaces, Sloan Management Review, and several book chapters. His work has been also featured in Business Dynamics, Fifth Discipline Field Book, and Surviving Transformation. Dr. Paich is Co-author of Informa Healthcare’s first edition of Pharmaceutical Product Strategy: Using Dynamic Modeling for Effective Brand Planning. Throughout his career, he has been CEO of Slaxer-Paich Marketing; Senior Professor of Economics at The Colorado College, Colorado Springs, Colorado, USA; Senior Specialist at McKinsey & Co.; and a principal in dynamic modeling consultancies. He has worked with over fifty Fortune 500 companies.
COREY PECK is Managing Director of Lexidyne, Colorado Springs, Colorado, USA. He is an expert in numerous model-building software packages and has extensive experience in model design, creation, analysis, and dissemination. He was Co-author of Informa Healthcare’s first edition of Pharmaceutical Product Strategy: Using Dynamic Modeling for Effective Brand Planning. Peck has worked as an independent contractor for McKinsey & Co., where he developed a variety of models, many of which resulted in direct publication or inclusion in other works. He has developed over 20 dynamic market models for various large US-based pharmaceutical and biotechnology firms in the areas of forecasting, strategy development, and clinical trial design for various compounds in a variety of indications.
JASON VALANT is a recognized industry leader in dynamic modeling and is Co-author of Informa Healthcare’s first edition of Pharmaceutical Product Strategy: Using Dynamic Modeling for Effective Brand Planning. He is an expert in numerous model-building software packages and is highly regarded for his model building, data analysis, and project dissemination skills. He has used his expertise with a number of top pharmaceutical and biotech companies and has been instrumental in developing data analysis techniques for examining longitudinal patient dynamics. Valant also specializes in the application of the dynamic modeling approach to issues of economic development and workforce planning; most recently using an agent based modeling approach.
Synopsis
A basic business modeling book can give you technical information on applying business models and a basic marketing book can give you an understanding of branding, but neither of them comprehensively covers the issues singular to the pharmaceutical industry. As the first integrated text of its kind, Pharmaceutical Product Strategy: Using Dynamic Modeling for Effective Brand Planning details a cutting-edge approach to the challenges involved in product launches, the brand planning process, and the modeling of patient, physician, and prescription behavior that are vital for product success. The book discusses the application of Dynamic Modeling (DM) principles to issues of epidemiology, competitive landscape definitions, compliance/persistence, and revenue generation in the context of patient flows or movements. The authors then examine the structure and dynamics surrounding doctor adoption of pharmaceutical products, including concepts of diffusion, segmentation, quantification, and ultimate calibration of such models based on published data sources and collectible market-level data.
Issues surrounding the components and evaluation of product utility are next addressed, including concepts of conjoint analysis and various discrete choice models. They explore the integration of the three basic analysis platforms-patient dynamics, physician adoption/prescribing behavior, and treatment attractiveness-into a unified market model in the context of cross-functional coordination and data utilization. They discuss the goals and outputs of such a model as part of the brand planning process, as well as depict a rigorous process for testing, calibration, and validation of model results. This is a book about new ideas-new approaches to strategy development in and commercial evaluation of pharmaceutical marketplaces, new structural representatives of dynamic concepts, and new software tools that assist in model development and analysis. The authors make the case for using the DM process to effectively address the complexities facing pharmaceutical firms by integrating and leveraging the wealth of data on marketplace behavior that is available today.All innovations, by definition, replace existing paradigms: this book takes you easily through the progression from older traditions to new, more powerful analytic frameworks."About this title" may belong to another edition of this title.
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