Digital Strategies in the Pharmaceutical Industry


Book Description

This book is a comprehensive review of the current state of digital innovation, Internet activity and e-business in the life sciences arena and a practical guide for managers planning, developing and implementing e-strategies in the pharmaceutical industry. The authors provide numerous examples of innovative, best practice and lay the strategic foundation for using e-business across the pharmaceutical value chain from drug discovery to physician promotion to direct-to-consumer marketing.







Introduction to Digital Marketing in the Pharmaceutical Industry


Book Description

In the pharmaceutical industry, digital is still too often used as "another media" in a marketing campaign. The measure of performance is limited to the number of visits on a web site and the calculation of the return on investment remains a taboo. It is time to stop behaving like amateurs. Digital marketing should never be exclusively given to a junior employee who proudly added "comfortable with digital tools" to his resume simply because he managed the Facebook page of his student association! It is time for product managers to stop blindly trusting expensive communication agencies when they propose flashy technologies and buzzwords to create trendy tools to meet the marketers' - but not the customers' - expectations! It is time for marketing directors and general managers to challenge a multichannel campaign in its entirety: objective, strategy, tactics, cost per contact, and finally return on investment! Digital marketing is not about adding another tool to a marketing campaign. It will transform and structure classic marketing activities by placing the patient and the doctor, instead of the product, at the core of marketing behavior. It will pave the way for improving the customer's experience. While the pharmaceutical companies are still mainly competing through saturated digital channels, digital marketing is one of the best opportunities to differentiate from its competitors. This guide is based on 20 years of experience in digital marketing in the pharmaceutical industry at both global and local levels, in mature and emerging markets. It aims at providing the basic and necessary concrete methods to design, follow, and assess a multichannel campaign. By reading this book, you will land on the right side of the digital fracture and join those who will create the marketing of tomorrow in the pharmaceutical industry.




Emergence of Pharmaceutical Industry Growth with Industrial IoT Approach


Book Description

Emergence of Pharmaceutical Industry Growth with Industrial IoT Approach uses an innovative approach to explore how the Internet of Things (IoT) and big data can improve approaches, create efficiencies and make discoveries. Rapid growth of the IoT has encouraged many companies in the manufacturing sector to make use of this technology to unlock its potential. Pharmaceutical manufacturing companies are no exception to this, as IoT has the potential to revolutionize aspects of the pharmaceutical manufacturing process, from drug discovery to manufacturing. Using clear, concise language and real world case studies, this book discusses systems level from both a human-factors point-of-view and the perspective of networking, databases, privacy and anti-spoofing. The wide variety of topics presented offers readers multiple perspectives on a how to integrate the Internet of Things into pharmaceutical manufacturing. - Covers efficiency improvements of pharmaceutical manufacturing through IoT/Big Data approaches - Explores cutting-edge technologies through sensor enabled environment in the pharmaceutical industry - Discusses the systems level from both a human-factors point-of-view and the perspective of networking, databases, privacy and anti-spoofing




Handbook of Research on Social Impacts of E-payment and Blockchain Technology


Book Description

"This book provides broad research and applied coverage of subjects relating to the social impact of e-payment and blockchain in various industries and countries establishing a forum for the exchange of research ideas and practices,"--




Innovation and Marketing in the Pharmaceutical Industry


Book Description

The pharmaceutical industry is one of today’s most dynamic and complex industries, involving commercialization of cutting-edge scientific research, a huge web of stakeholders (from investors to doctors), multi-stage supply chains, fierce competition in the race to market, and a challenging regulatory environment. The stakes are high, with each new product raising the prospect of spectacular success—or failure. Worldwide revenues are approaching $1 trillion; in the U.S. alone, marketing for pharmaceutical products is, itself, a multi-billion dollar industry. In this volume, the editors showcase contributions from experts around the world to capture the state of the art in research, analysis, and practice, and covering the full spectrum of topics relating to innovation and marketing, including R&D, promotion, pricing, branding, competitive strategy, and portfolio management. Chapters include such features as: · An extensive literature review, including coverage of research from fields other than marketing · an overview of how practitioners have addressed the topic · introduction of relevant analytical tools, such as statistics and ethnographic studies · suggestions for further research by scholars and students The result is a comprehensive, state-of-the-art resource that will be of interest to researchers, policymakers, and practitioners, alike.




Pharmaceutical Product Branding Strategies


Book Description

This updated Second Edition details how marketers, forecasters, and brand planners can achieve optimal success by building internally consistent simulation models to project future behavior of patients, physicians, and R&D processes. By introducing the reader to the complexities facing many pharmaceutical firms, specifically issue




Moving Businesses Online and Embracing E-Commerce: Impact and Opportunities Caused by COVID-19


Book Description

The COVID-19 pandemic caused global shock to the entire economic system. As a result of the government restrictions, both production and distribution channels were interrupted. In this situation, however, it was possible to observe that some companies were able to adapt to these new conditions. The demand for the possibility of translating physical business into virtual increased. The COVID-19 restrictions showed that many entrepreneurs do not have enough knowledge about the available online tools and possibilities. Given that the digital transformation of business today often consists only of incorporating existing tools into existing processes, transition to e-commerce could be made easily and quickly. Moving Businesses Online and Embracing E-Commerce: Impact and Opportunities Caused by COVID-19 analyzes the impact of COVID-19-related restrictions on business models of enterprises affected most by these restrictions and examines transformational changes induced by the accelerated adoption of internet technologies and transition to e-commerce-based business models. Covering topics such as customer relationship management (CRM), small and medium enterprises (SMEs), and customer loyalty, this book serves as an essential resource for business owners, CEOs, managers, IT consultants, web developers, students, professors, entrepreneurs, researchers, industry professionals, and academicians.




RESULTS


Book Description

DISRUPTION CREATES OPPORTUNITY FOR THOSE WHO EMBRACE CHANGE. NEW WINNERS AND LOSERS WILL EMERGE. THIS BOOK WILL HELP YOU AND YOUR COMPANY THRIVE IN THE AGE OF DISRUPTION. The informational and technological revolutions have forever changed the practice of medicine. We analyze data in a flash and marketers deliver it with pinpoint accuracy at just the right moment. When patients put their trust in our brands and place their lives in our hands, marketers have to quickly analyze the data accessible to us so we can deliver the right information at the right time, all while navigating the complexities of industry regulations. Timely messaging through the patient journey provides marketers today with an unprecedented opportunity. We must capitalize on this opportunity in order to stay relevant and profitable in the changing landscape. Results shows you the biggest trends happening now so you can be heard above the noise, deliver meaningful value, and to build real brand loyalty to drive your pharmaceutical and healthcare marketing far into the future. This book is essential reading for developers, manufacturers, and marketers of pharmaceutical and healthcare companies as well as the agencies, partners, publishers, suppliers and other service providers that support them in their marketing efforts. Authors RJ Lewis, Scott Weintraub, Brad Sitler, Joanne McHugh, and Roger Zan each share key insights into the growing trends in healthcare that you need to understand in order to better market your products. Join them at the front line as they speak to over a dozen executives of global pharmaceutical manufacturing companies to hear the technology, regulation, and the ever-shifting marketing challenges they see in front of them that could spell big opportunities for your company.




Enterprise Architecture for Global Companies in a Digital IT Era


Book Description

This book investigates solutions incorporated by architecture boards in global enterprises to resolve issues and mitigate related architecture risks, while also proposing and implementing an adaptive integrated digital architecture framework (AIDAF) and related models and approaches/platforms, which can be applied in companies to promote IT strategies using cloud/mobile IT/digital IT. The book is divided into three main parts, the first of which (Chapters 1–2) addresses the background and motivation for AIDAF aligned with digital IT strategies. The second part (Chapter 3) provides an overview of strategic enterprise architecture (EA) frameworks for digital IT, elaborates on the essential elements of EA frameworks in the digital IT era, and advocates using AIDAF, models for architecture assessment/risk management, knowledge management on digital platforms. In turn, the third part (Chapters 4–7) demonstrates the application and benefits of AIDAF and related models, as shown in three case studies. “I found this book to be a very nice contribution to the EA community of practice. I can recommend this book as a textbook for digital IT strategists/practitioners, EA practitioners, students in universities and graduate schools.” (From the Foreword by Scott A. Bernard) “In this new age of the digital information society, it is necessary to advocate a new EA framework. This book provides state-of-the art knowledge and practices about EA frameworks beneficial for IT practitioners, IT strategists, CIO, IT architects, and even students. It serves as an introductory textbook for all who drive the information society in this era.”(From the Foreword by Jun Murai)




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