Pharmaceutical Product Strategy: Using Dynamic Modeling for Effective Brand Planning

Borrowing time-tested Dynamic Modeling (DM) techniques from engineering, the authors illustrate the concept and resulting power of the DM methodology in pharmaceutical product development and brand management. The book examines issues surrounding utilization of information, consistency of assumptions, and the need for approaches that integrate the institutional knowledge of various functional areas as well as leverage the vast amount of secondary data available in the pharmaceutical industry. The authors detail how the DM approach facilitates the brand planning process in a systematic and accessible way. Issues of patient flow dynamics, physician adoption and prescribing patterns, as well as evaluation frameworks for specific treatment regimens are thoroughly examined. A later chapter details the extension of the DM framework to issues of pipeline portfolio management using agent-based modeling techniques and uncertainty formulations.