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Books > Business & Economics > Economics
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Successfully Marketing Clinical Trial Results - Winning in the Healthcare Business (Paperback)
Loot Price: R1,296
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Successfully Marketing Clinical Trial Results - Winning in the Healthcare Business (Paperback)
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In the US alone, pharmaceutical companies spend around $7 billion a
year on clinical trials for drugs; all this in a global market
where increasing competition and pressure on healthcare financing
are both impacting on margins and profitability. One solution for
pharmaceutical companies lies within the clinical trials
themselves. If only you can communicate the trial findings to the
right people, in the right way, you can benefit from this huge
investment and add significant value to your product range and your
brand. Successfully Marketing Clinical Trials Results is a
comprehensive guide for every marketing professional faced with the
challenge of using marketing to convert scientific data into sales.
The book offers you practical knowledge on how to use medical
research data to maximise the revenue from your products. There are
sections explaining how to: identify your market and devise your
strategy; develop your content and translate data into a message
that has impact; use language, layout and illustrations to best
effect; communicate internally as well as externally; make best use
of the resources available; align your sales force and the external
agencies with whom you work; lead the people in the project team;
co-operate with the medical researchers, external experts and the
press. In this book are answers for everything from how to handle
class-effect questions to developing a shared brand vocabulary.
There are plenty of vivid examples and real-life applications to
reinforce the ideas. Cases studies illustrate solutions to
problems; checklists and tips will help to implement the
suggestions and recommendations. Gunter Umbach has distilled the
essence both of 25 years' experience in the healthcare market and
of his highly successful seminar series on marketing clinical
trials into the professional advice given in this book. The text is
accompanied by a CD ROM containing detailed Powerpoint slides
supporting e
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