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Elements of Pharmaceutical Pricing (Paperback)
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Elements of Pharmaceutical Pricing (Paperback)
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Elements of Pharmaceutical Pricing shows account managers, product
managers, marketing researchers, and other practitioners in the
pharmaceutical industry how to improve your marketing and pricing
skills. By describing the process for reaching pricing decisions
and clarifying the environment of pharmaceutical marketing, this
book demystifies the area of pharmaceutical pricing and shows how
to use prices to capture the value of products instead of lowering
their value. Recent pharmaceutical pricing decisions have reflected
uninformed, emotional, and short-term thinking. Elements of
Pharmaceutical Pricing shows you how to avoid these kinds of
decisions, helping you refine your pricing skills and increase your
firm's profitability by: showing you how to determine the value of
a pharmaceutical product outlining a pricing philosophy that
addresses the politics and problems you'll encounter tracing the
pricing research process examining the role of price in the
decision to purchase, prescribe, or use pharmaceuticals addressing
the challenges facing the industry in the future As Dr. Kolassa
explains in the Foreword, Elements of Pharmaceutical Pricing aims
to "help create within [pharmaceutical] firms, and the industry,
something that has been long overdue--the ability to 'price on
purpose,'to make pricing decisions that are less emotional and more
informed. This volume does not contain all the answers, but I
believe it does pose many of the right questions, to help those
charged with pricing to make informed decisions, to understand the
likely implications of their pricing actions before taking them.
This information should lead to better, more profitable pricing in
the industry."
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