A comprehensive guide to optimizing the lifecycle management of
pharmaceutical brands
The mounting challenges posed by cost containment policies and
the prevalence of generic alternatives make optimizing the
lifecycle management (LCM) of brand drugs essential for
pharmaceutical companies looking to maximize the value of their
products. Demonstrating how different measures can be combined to
create winning strategies, "Pharmaceutical Lifecycle Management:
Making the Most of Each and Every Brand "explores this increasingly
important field to help readers understand what they can--and
must--do to get the most out of their brands.
Offering a truly immersive introduction to LCM options for
pharmaceuticals, the book incorporates numerous real-life case
studies that demonstrate successful and failed lifecycle management
initiatives, explaining the key takeaway of each example. Filled
with practical information on the process of actually writing and
presenting an LCM plan, as well as how to link corporate,
portfolio, and individual brand strategies, the book also offers a
look ahead to predict which LCM strategies will continue to be
effective in the future.
While the development of new drugs designed to address unmet
patient needs remains the single most important goal of any
pharmaceutical company, effective LCM is invaluable for getting the
greatest possible value from existing brands. "Pharmaceutical
Lifecycle Management" walks you through the process step by step,
making it indispensable reading for pharmaceutical executives and
managers, as well as anyone working in the fields of drug research,
development, and regulation.
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