Promotional Activities Research
Expanding a Product Portfolio Without Cannibalizing an Established Brand
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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
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Exubera Case Study: Misjudging the Market
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Non-members: To download a complimentary excerpt of this study, please click here
STUDY OVERVIEW
This case study reviews the failed strategy and tactics utilized by Pfizer for the launch of its inhaled insulin product Exubera for diabetes... (ID 5005)
Companies Profiled: Pfizer
Price: $2995.00 Free Excerpt Available
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Benchmarks for Excellence in Specialty Pharmaceutical Product Marketing
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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
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Positioning and Pricing for Brand Success
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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
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Trademark Branding Decisions: Setting a Strategy
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Trademark strategy no longer refers just to setting the course for developing, launching and marketing a single product... (ID 4303)
Industries Profiled: Consulting, Manufacturing, Pharmaceutical, Financial Services
Price: $839.95
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Thought Leader Development for Global Pharmaceutical Launches
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A pharmaceutical company’s relationship with key thought leaders is vital to the success of a new product because thought leaders communicate opinions and recommendations that are often the deciding factor in influencing a physician to prescribe a new drug... (ID 4569)
Companies Profiled: Sanofi-aventis, Merck, Eli Lilly, GlaxoSmithKline , more ...
Price: $768.95
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