Mastering Strategic Marketing for Specialty Pharmaceuticals:A Hands-On Guide

Franck Radenne

in World Scientific Books from World Scientific Publishing Co. Pte. Ltd.

Abstract: In today's rapidly evolving pharmaceutical and biotech industries, effective marketing plays a crucial role in ensuring that the right drug reaches the right patient. This book offers a transformative journey into the heart of strategic marketing in the biopharmaceutical industry, with a special focus on specialty medicines. It provides a wealth of insights, concepts, frameworks, definitions, and examples that transcend industry boundaries, offering a roadmap for success to marketers in biopharmaceuticals, making it highly relevant for the MedTech sector as well.

Keywords: Strategic Marketing; Biotechnology; Pharmaceutical; Biopharmaceutical; Business; Industry; Strategic Analytics; Strategy; Education; Brand Planning; Positioning; PESTEL; SWOT; Segmentation; Journey; Forecasting; Launch Excellence; Pre-Launch Readiness; Life Cycle Management; Portfolio Management; Leverage And Pain Points; Prescriber; Market; Business Models; Commercialization; Sales; Communication; Omnichannel; KPIs; Metrics; Orphan; Specialty; Cell And Gene Therapies; Biologics; Mapping; BCG; Ansoff; Porter; Innovation; Risk; Mitigation; Market Research; FDA; Pricing; Promotion; Loss of Exclusivity; Patent; Value; Digital Health; Artificial Intelligence; Medtech; Medical Device; Healthcare Professional; Payer; Patient; Customer; Stakeholder; Adoption; Opinion Leader; Engagement; Deployment; Regulatory; Access; Insights; Job To Be Done; Maslow; Data; Performance (search for similar items in EconPapers)
JEL-codes: I11 I12 I15 M31 (search for similar items in EconPapers)
Date: 2025
ISBN: 9789819806362
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