راهبردهای برندسازی محصولات دارویی: شبیه‌سازی جریان بیمار و پویایی سبد محصولات ۲۰۰۹
Pharmaceutical Product Branding Strategies: Simulating Patient Flow and Portfolio Dynamics 2009

1. Cover

2. Half Title

3. Title Page

4. Copyright Page

5. Preface

6. Acknowledgments

7. Table of Contents

1. Traditional Approaches to Brand Planning: The Disconnect Between Product Strategies and Commercial Evaluations

2. Dynamic Modeling Approach to Brand Planning: Operationally Understanding Key Marketplace Dynamics

3. The Dynamic Modeling Language

4. Patient Flow Sector of the Standard Template Dynamic Model

5. Extensions of the Standard Template

6. Data for the Standard Template Dynamic Model

7. Specific Models of Patient Flow Dynamics

8. Dynamic Models of Doctor Adoption of Newly Released Pharmaceuticals

9. Agent-Based Modeling Approach

10. Treatment Attractiveness of Pharmaceutical Products

11. Integrating the Three Sectors of the Standard Template Dynamic Model

12. Strategy Testing Using Integrated Standard Template Model

13. Dynamic Modeling of First-Mover Advantage and Network Effects

14. Dynamic Modeling of New Marketplaces: Techniques for Dealing with Uncertainty

15. Integrating Standard Template Dynamic Models Across Indications

16. Dynamic Modeling of Pharmaceutical Pipeline Portfolio Issues

24. Glossary

25. Index