Bookby Francoise Simon, Professor Emerita, Columbia University and Senior Faculty, Mount Sinai School of Medicine, New York, NY, Glen Giovannetti, EY Global Biotechnology Leader.
Summary: Featuring numerous case studies and state-of-the-art marketing models, this thorough resource provides a comprehensive overview of the new business context and marketing models for biotech companies. -- Edited summary from book.
Contents:
Foreword / by Philip Kotler
New models for networked innovation
Biotechnology as an innovation driver
Biotechnology financing strategies
Success through collaboration
New business and marketing models
Precision medicine
Precision marketing
Patient centricity strategies
Drug pricing in context
Strategic payer engagement
Winning in the global marketplace
Digital health strategies
Creating agility through data and analytics
Conclusion
Index.