Ellery / Hansen Pharmaceutical Lifecycle Management

Making the Most of Each and Every Brand
1. Auflage 2012
ISBN: 978-1-118-26589-5
Verlag: John Wiley & Sons
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 412 Seiten, E-Book

A comprehensive guide to optimizing the lifecycle managementof pharmaceutical brands
The mounting challenges posed by cost containment policies andthe prevalence of generic alternatives make optimizing thelifecycle management (LCM) of brand drugs essential forpharmaceutical companies looking to maximize the value of theirproducts. Demonstrating how different measures can be combined tocreate winning strategies, Pharmaceutical Lifecycle Management:Making the Most of Each and Every Brand explores thisincreasingly important field to help readers understand what theycan--and must--do to get the most out of theirbrands.
Offering a truly immersive introduction to LCM options forpharmaceuticals, the book incorporates numerous real-life casestudies that demonstrate successful and failed lifecycle managementinitiatives, explaining the key takeaway of each example. Filledwith practical information on the process of actually writing andpresenting an LCM plan, as well as how to link corporate,portfolio, and individual brand strategies, the book also offers alook ahead to predict which LCM strategies will continue to beeffective in the future.
While the development of new drugs designed to address unmetpatient needs remains the single most important goal of anypharmaceutical company, effective LCM is invaluable for getting thegreatest possible value from existing brands. PharmaceuticalLifecycle Management walks you through the process step bystep, making it indispensable reading for pharmaceutical executivesand managers, as well as anyone working in the fields of drugresearch, development, and regulation.

Autoren/Hrsg.

Ellery, Tony

Hansen, Neal

Über Autor(innen)

TONY ELLERY is a consultant with Ellery Pharma Consulting. Until September 2008, he was the Head of Pharmaceutical Lifecycle Management in Portfolio Management at Novartis AG. Prior to this, he occupied positions of increasing seniority in research, development, and marketing at different companies, including Roche, Ciba Vision, and Novartis. Dr. Ellery has served as a member of the Ciba-Geigy Research Advisory Board and the Novartis Pharma Development Management Board. He is a popular speaker on lifecycle, project, and portfolio management.
NEAL HANSEN is the Managing Director of Healthcare Consulting within the Informa Group, encompassing Datamonitor Healthcare Consulting and Phasic Strategy. Previously, he was the European Head of Consulting within Wood Mackenzie's Life Sciences Practice. He works with many key players in the pharmaceutical industry to support effective decision making for brand and portfolio strategy and has chaired and spoken at numerous conferences in the field of lifecycle management and the changing nature of the generic drug industry.