People who purchased this also purchased...

• An overview of CME/CPD credit systems around the world
• Brand momentum: The measure of great pharmaceutical brands
• Building a Blockbuster: Moving Towards a New Service Model
• Closed-Loop Marketing: A New Role for eDetailing
• Conference marketing: events, exhibitions and sponsorship

Further Product Information

This is a reprint of Supplement 5 from the Medical Marketing Manual which is edited by Paul Higham and Peter D Stonier. The unique format of the Manual means that individual chapters are updated whenever necessary.

The Manual has been written by senior medical and marketing executives in the pharmaceutical and allied service industries as a guide to the commercial development of medicines, particularly the interaction between the research, development, medical and marketing functions.

The Editors have used their wealth of experience and knowledge in both the medical research and marketing spheres to provide a unique publication, which in 18 chapters and 5 Supplements covers all important aspects of the subject.

SPECIAL OFFER Customers of ThePharmYard may purchase the complete, printed Medical Marketing Manual at a 10% discount price of £135 (regular price £150). Contact: sales@euromed.uk.com quoting the invoice number from ThePharmYard.

PREFACE to the Medical Marketing Manual
by Paul Higham and Peter D Stonier

The pharmaceutical industry is changing rapidly. Gone are the days where the products of Research and Development were exposed somewhat reluctantly by their scientific champions to the palette of marketing activity some 1-2 years before launch. Now, it is essential that there is communication and co-operation between researchers, clinical development experts and marketers. This collaboration must be co-ordinated from the point of invention to patent expiry and beyond, to ensure that long-term investment leads to tangible patient benefits so creating competitive edge, payor acceptance and ultimately increasing shareholder value.

There is a need to demonstrate value for money for new medicines and in many countries market access is critical to the ultimate success of failure of scientific innovation. To satisfy these demands, traditional marketing methods are being supplemented by the new technologies of the internet and e-commerce, by pharmacoeconomics and by well developed reimbursement and pricing strategies.

The Medical Marketing Manual addresses all these rapidly changing and complex issues. Each chapter is written by an acknowledged expert and gives an up-to-date and authoritative perspective on the key issues facing the industry.