Hi, thanks for your question. I have provided links to information in
the following areas (in order). Market research on areas of expansion
within the pharm industry, case studies on particular market expansion
efforts (both successful and failed) and links to current events on
the drug market front. I hope this suits your needs. Please let me
know if you need me to clarify this answer in any way.
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Market Research:
U.S. Ethical Drug Market: Strategies for Sustained Growth
Pub Time: 2004/04
http://www.the-infoshop.com/study/bc18870_ethical_drug.html
"This report describes and discusses the strategies for sustained
growth and market expansion that are being employed by participants in
the U.S. prescription (ethical) drug market as the market faces
various challenges."
Marketing, Product Differentiation, and Competition in the Market for
Antiulcer Drugs
December 18, 2000
http://hbswk.hbs.edu/item.jhtml?id=1850&t=marketing
"The pharmaceutical industry commands a significant and growing
position in the United States economy. Ethical pharmaceutical sales by
research-based pharmaceutical companies in the United States are
estimated to be $149.1 billion in 2000, up from $58.3 billion in 1990"
"Three aspects of the pharmaceutical industry make it ideally suited
for studying the role of marketing in product differentiation. First,
pharmaceutical firms spend an unusually large percentage of their
revenues promoting their products. Promotion-to-sales ratios for
prescription drugs, including the antiulcer drugs studied here,
typically range from 10 to 20 percent of sales, making them among the
most heavily promoted of all manufactured goods [Leffler 1981]. This
stands in sharp contrast to advertising in the median manufacturing
industry, which devotes less than 1 percent of its sales revenues to
advertising [Scherer and Ross 1990]. Second, pharmaceutical companies
mostly concentrate their marketing efforts in a single form of
marketing, visits to doctors' offices, which typically represent some
70 to 80 percent of industry marketing expenditures [Hurwitz and Caves
1988, Berndt, Bui, Lucking-Reiley and Urban 1997], and simplifies the
analysis. Finally, drugs characteristics are essentially fixed,
determined by the chemical properties of the particular molecule that
constitutes the drug. Since changing the dosage, frequency, or other
physical characteristics of a drug requires Food and Drug
Administration (FDA) approval, this further limits the ability of
pharmaceutical companies to compete against each other strategically
by changing the characteristics of their products. The FDA also
strictly regulates the advertising and promotion of prescription
drugs. 1"
Implementing a successful global communications programme
http://www.pmlive.com/index.cfm?showArticle=1&ArticleID=3043
<<Gary Hendler, oncology director at Aventis comments: ?Every pharma
company wants to build strong brands like Coca-Cola, whose brand
equity was valued at $70bn in 2003. Brand equity results from how well
customer expectations are fulfilled and pharma companies are starting
to adapt their marketing practices to increase the perceived value of
their products on a global level.?>>
Advanced Drug Delivery: Technologies, Applications, and Markets
http://www.marketresearch.com/product/display.asp?ProductID=824552
Molecular Diagnostics: Technological Advances Fueling Market Expansion
Oct 2003, Pages: 240
http://www.researchandmarkets.com/reportinfo.asp?cat_id=59&report_id=38987
Volume 18, Issue 5, 2000)
Strategic Marketing in Emerging Markets
http://www.asia-pacific.com/mip.htm
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Case Studies:
Bristol-Myers Squibb: SMART-IDEA
http://www.accenture.com/xd/xd.asp?it=enweb&xd=industries\hls\pharma\case\pharma_bristol.xml
Outlook Journal: Case Study
http://www.accenture.com/xd/xd.asp?it=enweb&xd=ideas\outlook\1.99\over_currentc1.xml
Medicines Control Agency: eCommerce
http://www.accenture.com/xd/xd.asp?it=enweb&xd=industries\hls\pharma\case\pharma_mca.xml
This article argues that Evista and Zocor were the victims of poor
marketing campaigns early on:
Dynamic Pharmaceutical Product Marketing (DPPM)
http://www.mckinsey.de/_downloads/knowmatters/health/value_dynamic_marketing.pdf
Internationalization of a leading Pharmaceutical Relationship Management product
http://www.cognizant.com/industries/pharma/pharma_casestudies_internationalization.htm
Business Intelligence Solution for a Leading Pharmaceutical Company
http://www.cognizant.com/industries/pharma/pharma_casestudies_bis.htm
Strategic Perspectives 2002: Impact of the cancer generics market
09-Aug-2002
http://www.datamonitor.com/~cff7ac2bc7ca4a23b3ce0f5544c4ffb8~/products/free/Report/DMHC1793/020dmhc1793.htm
"Generics manufacturers must evolve to take advantage of the growing
cancer market, through investment in facilities and expertise enabling
genericization of biological therapies and other innovative
treatments."
AsiaAPharm Group Ltd Launches IPO Of 105 Million Shares At S$0.28 Per Share
http://www.listedcompany.com/ir/asiapharm/newsroom/newsroom.cgi?action=view_news&id=1&&news_cat=News%20Release
<<AsiaPharm focuses on the research, development, production and sale
of natural drugs and chemical drugs with new formulations used in the
fields of orthopaedics, neurology, gastroenterology and hepatology.
Said Mr Liu Dianbo, Executive Chairman of AsiaPharm: "This IPO marks a
new milestone in our corporate history and signifies that we are
embarking onto a new phase of growth. We believe our listing will
raise our corporate profile and pave the way for our future expansion
plans. We have established ourselves as one of the leading specialty
pharmaceutical groups in the PRC and we plan to capitalise on the
growing specialty pharmaceutical market by expanding our distribution
network in the PRC.">>
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News:
Orchid to sell oral formulations in US
http://newstodaynet.com/27may/bu1.htm
Rx Marketers To Fill Scripts For TV News Content, Branded Content
By Michael Shields
Thursday, May 27, 2004
http://www.mediapost.com/dtls_dsp_news.cfm?newsID=252960
King Pharmaceuticals to Establish Sales and Marketing Operations in New Jersey
Thursday May 27, 4:30 pm ET
http://biz.yahoo.com/prnews/040527/clth079_1.html
IMPAX Receives Final FDA Approval for Generic Version of Zyban;
Seventh ANDA Approval in 2004
http://home.businesswire.com/portal/site/google/index.jsp?ndmViewId=news_view&newsId=20040527005627&newsLang=en
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Additional Information:
Journal of Pharmaceutical Marketing & Management
http://www.haworthpressinc.com/web/JPMM/
Marketing Code
http://www.ifpma.org/News/news_market.aspx
PMRG
http://www.pmrg.org/
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Google Search Strategy:
pharmaceutical "market expansion"
://www.google.com/search?q=pharmaceutical+%22market+expansion%22&hl=en&lr=&ie=UTF-8&start=20&sa=N
pharmaceutical marketing "case studies"
://www.google.com/search?q=pharmaceutical+marketing+%22case+studies%22&hl=en&lr=&ie=UTF-8&start=10&sa=N
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I hope this helps. Please let me know if you need any clarification of my response.
Regards,
Anthony (adiloren-ga) |
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