Pharmaceutical lifecycle management : making the most of each and every brand /

• Main Author: Ellery, Tony
• Other Authors: Hansen, Neal
• Format: eBook
• Language: English
• Published: Hoboken, N.J. : John Wiley & Sons, [2012]
• Subjects: Pharmaceutical industry > Economic aspects.; Drug approval > Economic aspects.; Drug Industry > economics.; Drug Approval > economics.; Economics, Pharmaceutical > legislation & jurisprudence.; Marketing > methods.; Pharmaceutical Preparations > economics.; BUSINESS & ECONOMICS > Industries > Service.; Pharmaceutical industry.; Electronic books.
• Item Description: Includes index.
• Physical Description: 1 online resource (xxii, 389 pages :) : illustrations
• ISBN: 9781118266793; 111826679X; 9781118266755; 1118266757; 9781118265895; 1118265890
• DOI: 10.1002/9781118266755

A comprehensive guide to optimizing the lifecycle management of pharmaceutical brandsThe 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.