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Sales and Marketing > Marketing Management > Designing Marketing Strategies > Product Positioning and Differentiation
Product Positioning and Differentiation Research

Expanding a Product Portfolio Without Cannibalizing an Established Brand 
Non-members: Click here to review a complimentary excerpt from "Expanding a Product Portfolio Without Cannibalizing an Established Brand" Study Overview Managing multiple products for the same indication is a complex balancing act for bio-pharmaceutical companies today—especially those that want to prevent one of their brands from gaining market share at the expense of another... (ID 5075)
Companies Profiled: Abbott, Alcon, Amgen, Baxter International, more ...
Price: $3900.00   Free Excerpt Available
The Many Faces of HIV Advocacy: A Case Study of Advocacy Initiatives in the HIV/ AIDS Therapeutic Area 
Non-members: Click here to review a complimentary excerpt from "The Many Faces of HIV Advocacy: A Case Study of Advocacy Initiatives in the HIV/ AIDS Therapeutic Area" STUDY OVERVIEW Patient advocacy is an effective way to create a well-informed marketplace... (ID 5074)
Companies Profiled: Gilead Sciences, Abbott, Merck, GlaxoSmithKline
Price: $1200.00   Free Excerpt Available
Avastin Case Study: Using Medical Education To Inform Physicians 
Non-members: Click here to review a complimentary excerpt from "Avastin Case Study: Using Medical Education to Inform Physicians" STUDY OVERVIEW Approved in 2004 for colorectal cancer, Avastin was quickly embraced by the oncology community and went on to become a blockbuster in its first full year on the market in 2005... (ID 5063)
Companies Profiled: Genentech, Roche
Price: $2200.00   Free Excerpt Available
Erbitux Case Study: Using Congresses to Educate the Oncology Community 
Non-members: Click here to review a complimentary excerpt from "Erbitux Case Study: Using Congresses to Educate the Oncology Community" STUDY OVERVIEW Cetuximab – marketed as “Erbitux” – won its initial US approval in 2004 and by 2006 became a blockbuster oncology product... (ID 5060)
Companies Profiled: Bristol-Myers Squibb, Eli Lilly and Company, Merck Serono, ImClone Systems Inc.
Price: $1500.00   Free Excerpt Available
Innovations in Patient-Focused Initiatives: Case Studies in Reaching, Engaging and Supporting Patients 
Non-members: Click here to review a complimentary excerpt from "Innovations in Patient-Focused Initiatives: Case Studies in Reaching, Engaging, and Supporting Patients" STUDY OVERVIEW With so much riding on the consumers’ acceptance of a product, it is only logical when designing marketing strategies to have in place initiatives that focus on the unfulfilled needs of the population... (ID 5058)
Companies Profiled: Acorda Therapeutics, Sanofi-aventis, Amgen, Bayer, more ...
Price: $4575.00   Free Excerpt Available
Flomax Case Study:Evolving Disease State Awareness to Succeed with New Method of Action 
Non-Members: To download a complimentary excerpt of this study, please click here... (ID 5004)
Companies Profiled: Boehringer Ingelheim
Price: $3495.00   Free Excerpt Available
Scientific Publications Strategy: Managing Reputation, Clinical Trial Results and Commercial Relevance 
Non-members: For a complimentary excerpt of this research, please click here... (ID 4928)
Companies Profiled: Pfizer, Eli Lilly, Abbott, Shire, more ...
Price: $3695.00   Free Excerpt Available
Building Pharmaceutical Blockbusters in a Crowded Market 
Non-members: Click here to sign-up for a complimentary tour of "Building Pharmaceutical Blockbusters in a Crowded Market" Study Overview The continued existence of any pharmaceutical company depends on their ability to market successfully new products and turn them into blockbuster successes... (ID 4891)
Companies Profiled: AstraZeneca, Sanofi-aventis, Schering-Plough, Merck, more ...
Price: $2334.00   Free Excerpt Available
Product Character & Position: Choosing Changes for New Growth 
Non-members: Click here to sign-up for a complimentary tour of "Product Character & Position: Choosing Changes for New Growth" Study Overview Most companies eventually must face the daunting task of re-launching a pharmaceutical product... (ID 4771)
Companies Profiled: Bayer Healthcare, UCB Pharma, Schering-Plough, Roche, more ...
Price: $1124.00
Benchmarks for Excellence in Specialty Pharmaceutical Product Marketing 
Based on a survey of 28 pharmaceutical organizations, this 30-slide presentation identifies how specialty pharmaceutical product marketers effectively allocate their program resources among various marketing activities and budget categories... (ID 4566)
Companies Profiled: Abbott, Stiefel, Allergan, Altus Biologics, more ...
Price: $1500.00
Developing Global Trademarks: Benchmarking Strategy & Process 
Based on a survey and executive interviews with 13 market leaders, this 40-slide study identifies differences in strategies and processes used to develop global trademarks... (ID 4557)
Companies Profiled: 3M Pharmaceuticals, Sanofi-aventis, Endo Pharmaceuticals, Genzyme, more ...
Price: $995.95
Global Branding: Achieving Consistent Brand Identity & Messaging 
This 25-page document focuses on the latest thinking of several pharmaceutical and consumer product companies on the most effective methods of governing consistent brand identities... (ID 4517)
Companies Profiled: AMD, Sanofi-aventis, BASF India Ltd, Standard & Poor's, more ...
Price: $834.95
Case Studies of Pharmaceutical Megabrands 
This 38-page document includes 16 case studies on the success of various pharmaceutical products that have been launched in the last few years... (ID 4516)
Companies Profiled: GlaxoSmithKline , Sanofi-aventis, Eli Lilly, Ortho Biotech, more ...
Price: $299.95
Enhancing Brand Performance Through Sales & Marketing Excellence 
Leading pharmaceutical companies have developed strategies over the last several years on how to distinguish their brands in highly competitive therapeutic markets... (ID 4485)
Companies Profiled: Merck, Bristol-Myers Squibb, CWC, Abbott, more ...
Price: $2416.00
Sepsis Patient Flow Analysis - Decision Points in Managing Hospital Infections 
This 19-page document investigates the key decision points and decision makers in patient progression through hospitals... (ID 4452)
Companies Profiled: Yale-New Haven Hospital, University of Pennsylvania Medical Center, University of Pittsburgh Medical Center, Cooper Health System, more ...
Price: $839.95
Admitting and Diagnosing Sepsis Patients - Arrival, Triage, and Emergency Department Assessment 
This 11-page document is based upon expert knowledge gathered from triage nurses and Emergency Department physicians at benchmarked medical centers... (ID 4451)
Companies Profiled: Yale-New Haven Hospital, University of Pennsylvania Medical Center, University of Pittsburgh Medical Center, Cooper Health System, more ...
Price: $574.95
Designing Clinical Trials to Enable Successful Communication of Results 
This 9-page document includes best practices and supporting graphics related to designing clinical trials with the successful communication of results in mind... (ID 4429)
Companies Profiled: Abbott Laboratories, Sanofi-aventis, AstraZeneca, Bristol-Myers Squibb, more ...
Price: $824.95
Positioning and Pricing for Brand Success 
STUDY OVERVIEW This 16-page document, geared to pharmaceutical marketing and brand team executives, examines how best practice companies make trademark and branding decisions about pricing, positioning and promotion... (ID 4305)
Companies Profiled: AstraZeneca; Bristol-Myers Squibb; Pfizer; Sanofi-aventis; Novartis; Merck; GSK
Price: $839.95
Align Wholesaling Systems with Corporate Strategy, Standardize Product Offerings, and Increase Process Efficiency to Maximize Partnership and Alliance Benefits 
Align Systems with Wholesaling Strategy Align wholesaling operations along marketing and logistical lines to increase competitiveness... (ID 3712)
Companies Profiled: blinded benchmarking partners
Price: $9.95
Wholesaling Strategy: Segmenting Customers 
Manage & Coordinate Brands Capitalize on market demand to streamline marketing costs. The first key step in designing a wholesale strategy is to assess the state of the market... (ID 3711)
Companies Profiled: partners
Price: $9.95
Wholesaling Strategy: Creating a Focused Strategic Plan 
Identify core wholesaling competencies to develop a focused strategic plan. LG&E has clearly articulated a set of strategies which drive the performance of its wholesale Energy Marketing group... (ID 3708)
Companies Profiled: LG&E
Price: $9.95
Highlighting Corporate Innovation on the Web 
Spotlight success of new and innovative products to emphasize return on investment for research and development expense... (ID 3605)
Companies Profiled: Pfizer
Price: $9.95

 


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