(6 reviews) Author: Tony Ellery ISBN : 9780470487532 New from $55.00 Format: PDFA 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.
- Hardcover: 412 pages
- Publisher: Wiley; 1 edition (June 5, 2012)
- Language: English
- ISBN-10: 0470487534
- ISBN-13: 978-0470487532
- Product Dimensions: 1 x 6.3 x 9.2 inches
- Shipping Weight: 1.6 pounds (View shipping rates and policies)
Pharmaceutical Lifecycle Management: Making the Most of Each and Every Brand PDF
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.
This book is remarkably engaging - not quite on the level of a good thriller, but surprisingly close. It achieves this feat by having a significant number of interesting anecdotes woven into the text. Crucially, it skirts around the problem of basing too many conclusions on a single anecdote by having good supporting evidence that is reasonably current. The book appears to date from Q1 2011, and contains a lot of tables that include 2010 as the final year. It was good to see a chapter on expected US Healthcare reform impact, even if it was very short (3 pages).
The book is divided up into lots of sub-sections, like most textbook-type volumes in this series. The first few sections set the stage. The book starts with an excellent discussion of the pharmaceutical business environment. It is succinct and highlights all the major issues in a very readable form, although it is a little too focused on the US and EU at the expense of Japan and other Asian markets. Next, there's an excellent introduction to patents, again very focused on the US but with mentions of situations in the EU and Japan. There is very little discussion of the patent situation (or lack thereof) in developing markets.
The next few sections delve more deeply into Lifecycle management (LCM). This starts with general strategies, which are somewhat obvious from the early part of the book and general knowledge. Then there is an exploration of personalized medicine (treatments for subsets of the population). The next few chapters discuss ways to extend the useful life of a drug (reformulation, new dosages, chemical modifications, etc). All in all a useful section to skim.
The next few sections after that get to strategic choices that you can make for a particular product.
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