Titlebook: Digital Strategies in the Pharmaceutical Industry; Leonard Lerer,Mike Piper Book 2003 Palgrave Macmillan, a division of Macmillan Publishe

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https://doi.org/10.1007/978-1-4899-1002-8similar to those of many other industries. Companies purchase raw materials for bulk synthesis of active and inactive ingredients, thereafter drugs are formulated and packaged into various delivery mechanisms (solutions for injection, inhalers and pills of various types). Despite this similarity wit

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Thomas H. Maugh II,Jean L. Marx drugs and an easily manageable global market. Creating the demand for a new drug remains a relatively straightforward, although increasingly difficult, process of marketing to physicians (and more and more to consumers) through a range of channels, but has mainly been driven by a sales force that m

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Thomas H. Maugh II,Jean L. Marxcians and pharmaceutical companies increasingly use the terms ‘patient’ and ‘healthcare consumer’ interchangeably, conceding that the end-users in the health value chain are indeed concerned with quality, cost and access to care and information. Healthcare consumers, as compared to passive patients,

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Ivan Ortiz-Monasterio,David Lobell the more acute. The management of patent expiration, new product introductions, price scrutiny and mandated formularies become all the more urgent when the Internet permits changes in the market environment at almost the blink of an eye. Similarly, as communication with stakeholders through digital

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Digital strategies in health service delivery professionals and patient groups speak (often prematurely) of the role of digital technology in disseminating evidence-based treatment guidelines, speeding up medical care delivery and reducing dangerous errors.

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