The Handbook Of Marketing Strategy For Life Science Companies

The proposed book is follows in the same steps as the first book in the series, The Handbook of Market Research for Life Sciences. While the first book focused on the techniques and methodologies to collect the market data you need to evaluate your market as well as presentation models for your data, the second volume will focus more on the commercialization elements of marketing. As such, this book will be covering a wide range of topics directly tied to marketing management such as marketing and commercialization strategies, consumers’ behaviors, marketing metrics, pricing techniques and strategies as well as marketing communications (public relations, advertising, and more). The objective of this book is to focus exclusively on the marketing aspects for life sciences, providing entrepreneurs with a toolkit of tools they can use throughout the marketing process, from market planning to commercialization. The overall objective is for them to gain an understanding on the marketing function, ask the right question, and be able to tackle simple to complex topics.

As innovation moves from the lab to the market, a new research phase begins for the entrepreneur: the market research phase. Inspired by a new technology that can change the world, critical questions need to be addressed. Is there a market for my innovation? Who are my clients? What do they need? Is my innovation filling that gap in the market? Who are my competitors? How are they approaching the market? If these questions are unaswered, entrepreneurs meet potential investors or partners with only a basic understanding of their market. The objective of this book is to fill this gap. It is a practical manual that gives entrepreneurs real-world advice and tools to build a solid market model. The book provides tips, models and tools entrepreneurs can use to collect, interpret and present their market and integrate it into their business plan. What the entrepreneur learns in this book will help him throughout his journey. After going over the market research process, he will learn how to design and use a number of market research tools, and how to adapt them in a life science context. From building a web survey to preparing interviews to doing your own secondary research, this handbook will help him gain a comprehensive understanding of how to perform his own market research activities and how to analyze his data. Finally, a number of frameworks (such as the TAM-SAM-SOM as well as the KANO Model) are described so that he can efficiently share what he has learned, using models that simply yet effectively shares findings.

The proposed book is follows in the same steps as the first book in the series, The Handbook of Market Research for Life Sciences. While the first book focused on the techniques and methodologies to collect the market data you need to evaluate your market as well as presentation models for your data, the second volume will focus more on the commercialization elements of marketing. As such, this book will be covering a wide range of topics directly tied to marketing management such as marketing and commercialization strategies, consumers’ behaviors, marketing metrics, pricing techniques and strategies as well as marketing communications (public relations, advertising, and more). The objective of this book is to focus exclusively on the marketing aspects for life sciences, providing entrepreneurs with a toolkit of tools they can use throughout the marketing process, from market planning to commercialization. The overall objective is for them to gain an understanding on the marketing function, ask the right question, and be able to tackle simple to complex topics.

A thorough update to a best-selling text emphasizing how marketing solves a wide range of health care problems There has been an unmet need for a health care marketing text that focuses on solving real-world health care problems. The all new second edition of Strategic Marketing for Health Care Organizations meets this need by using an innovative approach supported by the authors' deep academic, health management, and medical experience. Kotler, Stevens, and Shalowitz begin by establishing a foundation of marketing management principles. A stepwise approach is used to guide readers through the application of these marketing concepts to a physician marketing plan. The value of using environmental analysis to detect health care market opportunities and threats then follows. Readers are shown how secondary and primary marketing research is used to analyze environmental forces affecting a wide range of health care market participants. The heart of the book demonstrates how health management problems are solved using marketing tools and the latest available market data and information. Since the health care market is broad, heterogenous, and interconnected, it is important to have a comprehensive perspective. Individual chapters cover marketing for consumers, physicians, hospitals, health tech companies, biopharma companies, and social cause marketing – with strategies in this last chapter very relevant to the Covid-19 pandemic. Each chapter gives readers the opportunity to improve marketing problem-solving skills through discussion questions, case studies, and exercises.

Entrepreneurs in life sciences face a unique set of challenges when raising funds. These encompass fundamental issues like navigating R&D risks and crafting a robust commercialization strategy, extending to more challenging hurdles like adeptly handling intellectual property issues, overseeing the regulatory development and approval processes, as well as coordinating extended and expensive phases of research and development. The authors present this book in two parts. In the first part, the focus is on getting ready to meet potential partners and investors and includes topics such as identifying the information organizations and start-ups need, collecting and collating that information, and building a compelling story. The second part provides a deep dive into the investor's perspective, offering insights into how proposals are evaluated, along with an exclusive glimpse into the due diligence journey. Additionally, the book reveals "Eight Classic Mistakes Life Science Entrepreneurs Make", offering valuable insights and lessons gained from the authors’ experiences. Although the book is divided into two parts, it maintains an interconnected approach. Both authors contribute insights based on their professional and personal experiences, offering feedback and perspectives throughout the book. Philippe provides his investor’s perspective on the preparation steps, while Jean-François shares his insights as an experienced entrepreneur, coach, and mentor. This collaborative approach enhances the depth and practicality of the guidance provided. Discover the art of preparing a compelling pitch, igniting excitement, and embarking on your path to fundraising success!

Reflecting the fascinating and dramatic changes in pharmacy, pharmaceutical education, and the pharmaceutical industry in recent years, this authoritative volume focuses on the practice of marketing both prescription and nonprescription medications. In a dozen comprehensive chapters, author Mickey Smith highlights the economic social, and

Featuring numerous case studies and state-of-the-art marketing models, this thorough resource provides a comprehensive overview of the new business context and marketing models for biotech companies. --