About uthors the A - link.springer.com978-1-4614-7801-0/1.pdfAnother one is in clinical phase II....
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737 M. Ding et al. (eds.), Innovation and Marketing in the Pharmaceutical Industry, International Series in Quantitative Marketing 20, DOI 10.1007/978-1-4614-7801-0, © Springer Science+Business Media New York 2014 About the Authors Sönke Albers is Professor of Marketing and Innovation and Dean of Research at Kühne Logistics University in Hamburg, Germany. Up to 2010, he served more than 20 years as Professor of Innovation, New Media, and Marketing at Christian- Albrechts-University at Kiel, Germany. He holds a Ph.D. in Operations Research from University of Hamburg. He is Fellow of the European Marketing Academy and served as President of the German Academic Association for Business Research which comprises nearly all 1800 business professors in Germany, Austria, and Switzerland. His research interests are lying in the areas of marketing planning and sales management. He is author of about 150 articles in international and German journals such as Marketing Science, Journal of Marketing Research, and International Journal of Research in Marketing and published over 10 books. He is editor-in-chief and department editor Marketing of BuR—Business Research and on the editorial boards of the International Journal of Research in Marketing and other journals. He works with pharmaceutical companies on deployment issues and budgeting. For his work with Bayer he won the ISMS-MSI Practice Prize Competition in 2010. Reinhard Angelmar (“Vaccine Marketing”) is Emeritus Professor of Marketing and the Salmon and Rameau Fellow of Healthcare Management, Emeritus, at INSEAD, Fontainebleau. He received his M.B.A. and Ph.D. from Northwestern University. His articles have appeared in the Journal of Marketing Research, Journal of Industrial Economics, Journal of Marketing, and others. With a long- standing interest in pharmaceuticals, he has worked with companies such as Abbott, Amgen, AstraZeneca, Bristol-Myers Squibb, Johnson & Johnson, Novartis, Novo Nordisk, Pfizer, Roche, Sanofi Pasteur, and Takeda. He has also carried out assign- ments as an expert in litigations between pharmaceutical companies. Ulrich A.K. Betz is Director, Head of the department Innovation and Entrepreneurship Incubator at Merck Serono, a division of Merck KGaA. In this function he is responsible for global innovation management at Merck Serono. For example, he designed and implemented a Merck wide innovation initiative with global idea sourcing and enablement in an entrepreneurial context and an
Transcript of About uthors the A - link.springer.com978-1-4614-7801-0/1.pdfAnother one is in clinical phase II....
737M. Ding et al. (eds.), Innovation and Marketing in the Pharmaceutical Industry, International Series in Quantitative Marketing 20, DOI 10.1007/978-1-4614-7801-0, © Springer Science+Business Media New York 2014
About the Authors
Sönke Albers is Professor of Marketing and Innovation and Dean of Research at Kühne Logistics University in Hamburg, Germany. Up to 2010, he served more than 20 years as Professor of Innovation, New Media, and Marketing at Christian-Albrechts- University at Kiel, Germany. He holds a Ph.D. in Operations Research from University of Hamburg. He is Fellow of the European Marketing Academy and served as President of the German Academic Association for Business Research which comprises nearly all 1800 business professors in Germany, Austria, and Switzerland. His research interests are lying in the areas of marketing planning and sales management. He is author of about 150 articles in international and German journals such as Marketing Science, Journal of Marketing Research, and International Journal of Research in Marketing and published over 10 books. He is editor-in-chief and department editor Marketing of BuR—Business Research and on the editorial boards of the International Journal of Research in Marketing and other journals. He works with pharmaceutical companies on deployment issues and budgeting. For his work with Bayer he won the ISMS-MSI Practice Prize Competition in 2010.
Reinhard Angelmar (“Vaccine Marketing”) is Emeritus Professor of Marketing and the Salmon and Rameau Fellow of Healthcare Management, Emeritus, at INSEAD, Fontainebleau. He received his M.B.A. and Ph.D. from Northwestern University. His articles have appeared in the Journal of Marketing Research , Journal of Industrial Economics , Journal of Marketing , and others. With a long-standing interest in pharmaceuticals, he has worked with companies such as Abbott, Amgen, AstraZeneca, Bristol-Myers Squibb, Johnson & Johnson, Novartis, Novo Nordisk, Pfi zer, Roche, Sanofi Pasteur, and Takeda. He has also carried out assign-ments as an expert in litigations between pharmaceutical companies.
Ulrich A.K. Betz is Director, Head of the department Innovation and Entrepreneurship Incubator at Merck Serono, a division of Merck KGaA. In this function he is responsible for global innovation management at Merck Serono. For example, he designed and implemented a Merck wide innovation initiative with global idea sourcing and enablement in an entrepreneurial context and an
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innovation incubator under direct board governance, initiated the Merck Serono Innovation Cup and started a comprehensive open innovation and crowd sourcing platform.
Before taking over this responsibility he was leading the department Strategic Innovation and Research Portfolio Management in Merck Serono Discovery Research. In this function he was responsible for portfolio management, alliance management, and scouting and business development in discovery and was coordi-nating various senior management committees.
Dr. Betz joined Merck in June 2005 as the Global Operations Manager for the Executive VP Preclinical R&D. In this function he was responsible for the global annual budgeting at Preclinical R&D Merck Pharma Ethicals. During post-merger integration he coordinated the design of the new drug discovery process and mile-stone criteria after the acquisition of Serono.
Prior to joining Merck, he worked 7 years for Bayer AG in various scientifi c and managerial positions in Pharma Research, including as the strategic assistant of the global Head of Pharma R&D at Bayer HealthCare. He designed and implemented the Pharma Research Europe Science & Technology Award and closed biotech part-nering deals to identify new drug targets. One of the drug discovery projects which Dr. Betz has initiated in the area of anti-infectives has moved forward to clinical phase III. Another one is in clinical phase II.
Dr. Betz received his Ph.D. in functional genomics and immunology from the University of Cologne and his diploma in biochemistry and physiological chemistry from the University of Tübingen.
Dr. Betz is author and coauthor of more than 70 publications (e.g., Cell, Nature Medicine) and patents. He is married and has three children.
Tulikaa Bhatia was an assistant professor at Rutgers University at the time of writing this book chapter. She has since then joined the industry and is working on putting her ideas into practice. Dr. Bhatia has more than 10 years of pharmaceutical experience, both in industry and academia, on core business issues to identify and capture top-line growth opportunities. She is the author of several publications in top peer-reviewed journals such as Journal of Marketing Research and the International Journal of Research in Marketing . Dr. Bhatia’s areas of expertise are physician decision making, identifying and measuring peer-to-peer network infl u-ence, and sales promotion effectiveness. Dr. Bhatia received her Doctorate in Marketing from Kellogg School of Management, Northwestern University. She has a degree in Computer engineering from Birla Institute of Technology, Mesra, and an M.B.A. from Indian Institute of Management Calcutta.
Lauren G. Block is the Lippert Professor of Marketing at the Zicklin School of Business, Baruch College. She received her Ph.D. in marketing from Columbia University and her M.B.A. from Emory University. Prior to Baruch, Dr. Block was on the faculty of New York University’s Stern School of Business. Dr. Block’s work is primarily in areas of health-persuasion, health-goal achievement, and food well- being. Her research examines how integrated communications can be most effec-tively utilized to change consumer health-related attitudes and behavior. Current research focuses on how best to use marketing tools, like food labeling and product
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packaging, to facilitate healthier lifestyle decisions. Her work in these areas has been published in our fi eld’s major journals, such as Journal of Public Policy & Marketing , Journal of Marketing Research , Journal of Consumer Research , Journal of Consumer Psychology , and American Journal of Public Health . Dr. Block is a current Associate Editor for the Journal of Public Policy & Marketing , and the Journal of Consumer Research . She also serves on the Ad Council Research Committee. Dr. Block teaches doctoral level, M.B.A., and undergraduate courses in Marketing Management and Consumer Behavior. She has been the Marketing core faculty in Baruch’s distinguished Baruch/Mt. Sinai Graduate M.B.A. program in Health Care Administration since 2003. She was the recipient of the 2008 Richard W. Pollay Prize for Intellectual Excellence of Research on Marketing in the Public Interest.
Nuno Camacho is Assistant Professor of Marketing at the Erasmus School of Economics, Erasmus University Rotterdam (the Netherlands). His research interests include behavioral modeling (i.e., building econometric models to study individual and joint consumer decision processes) and behavioral economics applied to mar-keting. In terms of substantive focus, he has been working on topics in pharmaceuti-cal and health marketing and in several projects in the life sciences industry. He has worked on topics related to the adoption of new therapies (e.g., modeling the diffu-sion of AstraZeneca’s Symbicort in the Netherlands, and its competition with GlaxoSmithKline’s Seretide/Advair), patient adherence to doctors’ advice across 17 different countries and several therapeutic areas, and patients’ propensity to request drugs by brand name (also in different countries). He has also been involved—for instance, through case writing and preparation of case-based sessions—with mana-gerial challenges faced by many companies within the life sciences industry (such as AstraZeneca, Bayer, Biocon, Elli Lilly, Genomic Health, Genzyme, Medicines Company, Merck Serono, Parexel, PatientsLikeMe, and Sanofi -Aventis).
Tat Chan is an Associate Professor of Marketing at the Olin Business School, Washington University in St. Louis. He received a Ph.D. in Economics at Yale University in 2001. His research interests are in empirical modeling consumer choice and fi rm competition using econometric methodologies. He has conducted various research projects in the domain of pharmaceutical marketing, with topics on detailing, clinical trials, physician, and patient learning of the effectiveness and side effects of new drugs. Some of the research has been published in top journals such as Journal of Political Economy and Management Science.
James G. Conley serves on the faculty of the Kellogg School of Management and the McCormick School of Engineering at Northwestern University. He is a faculty contributor in the Kellogg Center for Research in Technology & Innovation and serves as a Faculty Fellow at the Segal Design Institute. Beyond academia, he served as an appointed member on the USA Department of Commerce Trademark Public Advisory Committee and is a Charter Fellow of the National Academy of Inventors. His research investigates the strategic use of intangible assets and intellectual prop-erties to build and sustain competitive advantage. This research is informed by the
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practice of inventing and licensing his portfolio of patents that have been litigated and licensed to many fortune 500 companies in the USA, Europe, and Asia. He has served as a consultant to fi rms such as Caterpillar, Sony, Eisai Ltd., Amsted Industries, Honda Motors Ltd., Black & Decker, Microsoft, Intuit, Stihl Inc., Elevance, Dupont, Samsung, and others.
Ramarao Desiraju is Professor of Marketing at the University of Central Florida (UCF). He received a B.Tech. in electronics engineering from the Indian Institute of Technology, Madras, and a Ph.D. in Marketing from the University of Florida.
He uses quantitative models and techniques to understand the optimality of alter-native marketing strategies; in the context of the pharmaceutical industry, his research has examined competitive interactions among manufacturers in the anti- depressant, anti-histamine, and anti-viral categories. Some of his work on the above issues has appeared in Marketing Science , Journal of Marketing , Management Science , Journal of Economics and Management Strategy , Production and Operations Management , International Journal of Research in Marketing , Journal of Retailing , and Marketing Letters .
Ramarao received the 1999 MSI/H Paul Root Award for the best paper in the Journal of Marketing , the 2003 William R. Davidson award for the best paper in the Journal of Retailing , and he is a co-winner of the 2002 “MSI Competition– Journal of Marketing Special Section: Linking Marketing to Financial Performance and Firm Value.” He serves on the editorial boards of the Journal of Retailing , Marketing Letters , and the Journal of Business - to - Business Marketing . He is a recipient of the 2009 Best Reviewer Award from the Journal of Retailing and in 2010 has been nominated for the university wide Award for Faculty Excellence in Mentoring Doctoral Students at UCF.
Min Ding is the Smeal Professor of Marketing and Innovation at Smeal College of Business, the Pennsylvania State University, and Advisory Professor of Marketing, School of Management, Fudan University. Min received his Ph.D. in Marketing (with a second concentration in Health Care System) from Wharton School of Business, University of Pennsylvania (2001), his Ph.D. in Molecular, Cellular, and Developmental Biology from the Ohio State University (1996), and his B.S. in Genetics and Genetic Engineering from Fudan University (1989).
His work endeavors to provide theories and tools that have signifi cant value to the practice of marketing, and more generally, economic development in human context. He enjoys working on problems where potential solutions require substan-tial creativity and major deviation from the received wisdom. Min received the Maynard Award in 2007, Davidson Award in 2012, and his work has also been voted as Paul Green Award fi nalists (2006 and 2008) and O’Dell Award fi nalist (2010). He has worked with many companies, including those in the pharmaceutical industry, and taught executive courses in the United States and China.
He is V.P. of membership for the INFORMS Society for Marketing Science (ISMS). He is the series editor of Springer’s Perspective on Sustainable Growth.
He is a diehard trekkie, and author of The Enlightened, a novel.
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Songting Dong is a Research Fellow and Senior Lecturer in Marketing at the Research School of Management, the Australian National University. He received his Bachelor’s and Doctor’s degree of Management (both with distinctions) from Tsinghua University. Part of his Ph.D. training was undertaken at the Smeal College of Business at the Pennsylvania State University.
His research interests include improving portfolio management in new product development, designing new methods to measure consumer preferences, decision rules, and loyalty, and fi nding insights in customer loyalty, satisfaction, and brand equity. His papers have appeared in or been accepted by journals such as Journal of Marketing Research, Journal of Product Innovation Management, and International Journal of Research in Marketing.
Xiaojing Dong is Assistant Professor at the Leavey School of Business at Santa Clara University. She currently teaches Principles of Marketing for the Undergraduates and Marketing Analytics for the MBA program.
Her research in Pharmaceutical Marketing has been focused on understanding individual physician’s decision making and how company’s Marketing activities could infl uence those decisions. Her projects have studied individual-level target-ing, cross-category effects of Marketing activities, effects of sampling, physician learning process, as well as comparative detailing visits. Her studies have been pub-lished at Journal of Marketing Research , Quantitative Marketing and Economics , and Marketing Letters .
She received her Ph.D. from Northwestern University where her dissertation received the Alden G. Clayton Doctoral Dissertation Proposal Award at the Marketing Science Institute. She earned an M.S. degree from Massachusetts Institute of Technology and a B.S. degree from Tsinghua University.
Glen M. Doniger is a research specialist at the Center for Medical Decision Making, Ono Academic College. Dr. Doniger is also director of scientifi c development for NeuroTrax Corp., a computerized cognitive assessment company. Dr. Doniger holds a Ph.D. in Experimental Psychology and an M.A. in Psychology from New York University and has served as a postdoctoral fellow at Princeton University. Dr. Doniger was awarded an NIMH predoctoral NRSA for seminal studies of object recognition from partial information and has published in the fi elds of medical deci-sion making, geriatrics, neurology, neuropsychology, and cognitive neuroscience.
Jehoshua (Josh) Eliashberg is the Sebastian S. Kresge Professor of Marketing and Professor of Operations and Information Management, at the Wharton School of the University of Pennsylvania. He also held visiting scholar positions at the Business Schools of The University of Chicago, Chulalongkorn University (Bangkok, Thailand), Penn State University, INSEAD (Fontainebleau, France), Erasmus University (Rotterdam, The Netherlands), Singapore Management University, Carnegie-Mellon University, The University of British Columbia, UCLA, Time Inc., and at the Operations Research Department at AT&T Bell Laboratories.
Professor Eliashberg received a B.Sc. in Electrical Engineering from the Technion-Israel Institute of Technology at Haifa, an M.B.A. from Tel-Aviv
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University, and a doctoral degree in Decision Sciences and Marketing from Indiana University. He also received an Honorary Masters from the University of Pennsylvania.
Professor Eliashberg’s research interests are in developing models and method-ologies to solve business problems. His research has focused on various issues including new product development and feasibility analysis, marketing/manufacturing/R&D interface, and competitive strategies. He has particular interest in the media and entertainment, pharmaceutical, and the hi-tech industries. He has authored numerous articles appearing in major journals such as: Decision Support Systems, European Journal of Operational Research, Group Decision and Negotiation, Interfaces, International Journal of Research in Marketing, Journal of Economic Psychology, Journal of Marketing, Journal of Marketing Research, Management Science, Manufacturing and Service Operations Management, Marketing Science, and Optimal Control Applications & Methods. His work in the entertainment industry has been the subject of articles appearing in BusinessWeek, The Christian Science Monitor, The Financial Post, Financial Times, Forbes, Fortune, Los Angeles Times, The Philadelphia Inquirer, The New York Times, Variety, Newsweek, The Wall Street Journal, The Washington Post.
He has co-edited the books, Handbooks in Operations Research and Management Science: Marketing (with G. L. Lilien) and Managing Business Interfaces: Marketing, Engineering, and Manufacturing Perspectives (with Amiya K. Chakravarty). Professor Eliashberg has held various editorial positions in leading professional journals including: the Marketing Departmental Editor in Management Science, an Editorial Board member for Marketing Science, the European Journal of Operational Research, Marketing Letter, and Senior Editor for Manufacturing and Service Operations Management. He is currently the Series Editor of Springer’s International Series in Quantitative Marketing and the Editor-in-Chief of Foundations and Trends in Marketing. He was elected a Fellow of the INFORMS Society for Marketing Science for his contributions to the fi eld in June 2010. His other professional services have included membership on the advisory boards of the National Science Foundation, the American Councils for International Education, and the academic liaison committee of the CMO Council.
Professor Eliashberg has been teaching the following courses at Wharton: Marketing Research; Models for Marketing Strategy; New Product Management; Design, Manufacturing, and Marketing Integration; and Analysis of the Media and Entertainment Industries. Prior to joining academia, he was employed for a number of years as an electronic engineer and marketing. He has participated extensively in various executive education programs. His executive education and consulting activities include AccentHealth, AstraZeneca, AT&T, Booz, Allen & Hamilton, Bell Atlantic, Campbell Soup, Cheil Communications, CTV Television Network (Canada), Domino’s Pizza, Franklin Mint, General Motors, Givaudan, HBO, IBM, Independence Blue Cross, Inmar, Janssen Pharmaceutica Inc., Johnson & Johnson, L G Electronics, Lucent Technologies, Multimedia Development Corp. (Malaysia), Pathe Cinema (Holland), Philip Morris, Pfi zer, The Siam Cement Group (Thailand), Sirius Satellite Radio, Warner Home Video, Weave Innovations Inc., Woodside Travel Trust, and Wyeth Pharmaceuticals.
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Marc Fischer (Ph.D., University of Mannheim) holds the Chair for Marketing and Market Research at the University of Cologne. He has been working with pharma-ceutical companies for almost 20 years. His expertise includes the measurement and management of marketing performance, brand management, and the optimization of the marketing mix. His articles have appeared in Journal of Marketing Research , Marketing Science , Quantitative Marketing and Economics , Interfaces , and other academic journals. He won the 2009–2010 ISMS-MSI Practice Prize with a work on optimizing the allocation of marketing expenditures at Bayer. He was fi nalist for the 2010 Franz Edelman Award competition on achievements in operations research.
Dr. Fischer is member of the scientifi c advisory board of the Center for Brand Management and Marketing (ZMM) in Hamburg. In 2010, he joined the Marketing Accountability Standards Board (MASB) in Chicago where he serves at the advi-sory council. He was executive director of a German-speaking business study pro-gram at the State University of Management at Moscow and served as executive director of the Center for Market Research at the Institute for Market and Economic Research in Passau.
Michael Gerards is Director “Innovation Management” in the Chemicals division “Performance Materials” at Merck KGaA, Darmstadt, Germany.
He was responsible for setting up a cross-divisional (Pharma & Chemicals) global corporate idea management process with interdisciplinary and internation-ally oriented business development teams. Within an incubator framework the teams were encouraged to transform their entrepreneurial energy into the development of novel products and applications. Collaboration platforms, marketplaces, Bootcamp concepts, and business model innovation played a signifi cant role in the process.
As a member of the Merck Millipore Technology Council and the Innovation Steering Committee of the Merck Group, Michael Gerards looks back on 20 years of experience in R&D, innovation, and business development. He was responsible for strategic projects in the specialty chemicals business, for instance, on the fi eld of renew-able energy, printable electronics, and nanotechnology R&D cooperation in Asia.
Arun Gopalakrishnan is a doctoral student in marketing at the Wharton School of the University of Pennsylvania. He received a Bachelor of Engineering degree in Electrical and Electronic Engineering from the University of Auckland and a Master of Business Administration degree from the Pennsylvania State University.
Arun has worked for Motorola Labs in Research and Development, building robust speech recognition technologies for hand-held devices, and for E.I. du Pont de Nemours and Company as a marketing manager responsible for global marketing strategy, new product development, and pricing for various polymer product lines.
His research interests include customer response modeling, hierarchical Bayesian models, consumer dynamic decision making, and how fi rms organize for innovation.
Sachin Gupta is the Henrietta Johnson Louis Professor of Management and Professor of Marketing at the Samuel Curtis Johnson Graduate School of Management at Cornell University. He received his Ph.D. from Cornell as well. His previous papers have been honored with the O’Dell Award and the Paul Green
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Award of the American Marketing Association, and he is also the recipient of sev-eral teaching awards. He is on the editorial boards of the Journal of Marketing Research and Marketing Science .
Yaniv Hanoch is an associate professor at the School of Psychology, University of Plymouth, UK. His research interests include decision making and risk taking. In particular, he is interested in examining older adults’ consumer decision making and risk taking behavior in various domains. His work has examined older adults’ health insurance decisions (Medicare Part D). In a second strand of research, Dr. Hanoch has been investigating parents’ decisions regarding administrating over-the- counter medication to their children. Dr. Hanoch has close to 50 publications in a wide range of journals, in such disciplines as economics, philosophy, public health, and psychology.
Veronika Ilyuk is a Ph.D. student in Marketing at the Zicklin School of Business, Baruch College. She received her Bachelor’s degree in International Marketing from Baruch College and was selected Valedictorian of her graduating class. Her research interests include consumer behavior—specifi cally the effects of contextual factors on product inference formation and subsequent decision making, product experiences (e.g., effi cacy judgments), and reliance on heuristics—within a health context (Pharmaceutical and Food & Beverage industries). Her current projects study consumers’ intuitive beliefs about product effi cacy duration and the effects of product packaging on effi cacy expectations and consumption experiences. Veronika’s interest in this domain stems from her background in Marketing/Psychology at Baruch College and experience studying European Business Strategy in Copenhagen, Denmark and Brussels, Belgium. She received the Mills- Tennenbaum Award for the Fall 2011–Spring 2012 semesters and the John A. Elliott Teaching Award in Fall 2012. She teaches undergraduate Introduction to Business and M.B.A. Marketing Management in the Health Care Administration Program at Baruch College.
Caglar Irmak is Assistant Professor of Marketing at the Moore School of Business, University of South Carolina. His research investigates how consumers make infer-ences about effectiveness and healthfulness of products and how motivation and expectations shape these inferences and subsequent consumption experiences. In a second line of research, he focuses on corporate social responsibility and pro-social behavior. His research has appeared in the Journal of Marketing , Journal of Consumer Research , Journal of Marketing Research , Marketing Letters, and Journal of Macromarketing .
Caglar received his Ph.D. in Marketing at Baruch College, City University of New York, where he taught several courses including marketing strategy and new product development to undergraduates as well as executives in Baruch’s interna-tional programs in Taiwan and Hong Kong. He currently teaches Consumer Behavior and Marketing Practicum, a project-based class, to undergraduates at the Moore School of Business, University of South Carolina.
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Dipak C. Jain is Dean of INSEAD, the international business school with cam-puses in Fontainebleau (France), Singapore, and Abu Dhabi. He is also the INSEAD Chaired Professor of Marketing. Before joining INSEAD, he was Dean of Northwestern University's Kellogg School of Management from 2001 to 2009 where he also served as the Sandy and Morton Goldman Professor in Entrepreneurial Studies and a Professor of Marketing. Beyond academia, he serves as a member of the board of directors of Deere & Company (USA), Northern Trust Corporation (USA), and Reliance Industries (India). He has served as a director at United Airlines (USA), Peoples Energy (USA), and Hartmarx Corporation (USA). He has served as a consultant to Microsoft, Novartis, American Express, Sony, Nissan, Motorola, Eli Lilly, Phillips, and Hyatt International.
Rama K. Jayanti is Professor of Marketing at Cleveland State University and is a Fulbright Scholar scheduled to teach and research at Indian Institute of Management, Bangalore, in India during spring of 2013. Her research focuses on pharmaceutical marketing, sustainability, consumer learning in online communities, customer satis-faction, and advertising opportunities in networked communities. Her research has been published in Journal of Consumer Research, Journal of the Academy of Marketing Science, Journal of Advertising Research, and Journal of Public Policy & Marketing. Her recent research on virtual health communities was featured in Crain’s Cleveland Business and in Medill’s News of Chicago (A newsletter of Medill’s School of Medicine, Northwestern University). She has received the pres-tigious McGraw Hill Steven J. Shaw Best Paper Award at the Society for Marketing Advances Conference in 2006. Dr. Jayanti serves on the Editorial Review Board of Journal of Advertising Research, Journal of Services Marketing, Journal of Marketing Theory and Practice and is an ad hoc reviewer for Journal of Consumer Psychology and Journal of the Academy of Marketing Science. Dr. Jayanti teaches doctoral, MBA, and undergraduate courses in Consumer Psychology, Marketing Strategy, Sustainability, and Advertising and Promotion Management. She is actively involved with several non-profi t groups such as Playhouse Square and Habitat for Humanity and is an ardent champion of sustainability initiatives at the business college and the university.
Eelco Kappe is an Assistant Professor of Marketing at Pennsylvania State University. He received his Ph.D. in marketing from the Erasmus University Rotterdam in The Netherlands. His research centers around three themes: dynamic sales response modeling, pharmaceutical marketing, sports marketing, and market-ing in the presence of negative events. His work includes studies on measuring sales force effectiveness, the impact of clinical studies, and the evaluation of specifi c pharmaceutical lifecycle extension strategies.
Ceren Kolsarici is an Assistant Professor in Queen’s School of Business in Canada. Before joining Queen’s University as a faculty member, Dr. Kolsarici earned her Ph.D. in Marketing (2009) from McGill University. She also holds an MBA (2004) from Bilkent University and a B.Sc. in Industrial Engineering (2002) from Middle East Technical University. In 2008, she was distinguished as the American Marketing
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Association-Sheth Consortium Fellow. She was also nominated for national (SSHRC) and provincial (ADESAQ) doctoral dissertation awards by McGill University at the faculty level.
Specializing in advertising, diffusion of new products, and pharmaceutical mar-keting, Ceren develops new models and methods to improve managerial decisions and marketing applications in practice, by helping managers better understand how marketing affects performance. Her work in the pharmaceutical industry encom-passes several critical areas including understanding the impact of governmental regulations on strategic planning and effectiveness of DTC advertising, diffusion of highly anticipated blockbuster drugs, the role of physician and patient-directed advertising on the adoption of prescription pharmaceuticals. In addition to pharma-ceutical marketing, Ceren works on the design and evaluation of integrated market-ing communications campaigns, media selection and scheduling, marketing budgeting, and development of advertising creative strategies.
Ceren’s work has been published in prestigious journals such as Journal of Marketing Research and International Journal of Research in Marketing. She has presented her research at UC Davis, Northwestern University, Erasmus University, Tilburg University, as well as national and international conferences in Australia, Belgium, the USA, the Netherlands, Germany, and Turkey.
Thomas Kramer is Associate Professor of Marketing at the Darla Moore School of Business, the University of South Carolina. He received his Ph.D. degree from Stanford University and his M.B.A. and Bachelor’s degree from Baruch College, CUNY. His research interests focus on examining factors that infl uence preference construction and subsequent decision-making, including irrational consumer beliefs, biases, and heuristics. His research appeared in top marketing and decision- making journals, including Journal of Consumer Research , Journal of Marketing Research , Marketing Science , Journal of Consumer Psychology , and Organizational Behavior and Human Decision Processes .
He has taught undergraduate, M.B.A., Ph.D., and executive-level courses in Marketing Management, Marketing Research Consumer Behavior, and International Marketing.
Vardit Landsman is an Assistant Professor of Marketing at the Recanati Business School, Tel- Aviv University (Israel), and the Erasmus School of Economics, Erasmus University Rotterdam (The Netherlands). Her work involves the study of dynamics in consumers’ and fi rms’ choices in multifaceted market situations, using econometric models and advanced estimation approaches. In particular, she studies choice processes within new markets and the study of marketing issues in the con-text of life sciences. Her work appeared in journals such as Marketing Science , Management Science , and the Journal of Marketing and the Quantitative Marketing and Economics . She also won several research grants.
Robert Latimer is a doctoral candidate in marketing at the Stern School of Business, New York University. Robert received his B.Sc. in psychology at the University of Alberta (2008). His research examines how consumers process, remember, and judge unusual or bizarre information and experiences.
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Peter S.H. Leefl ang (“Modeling the Effects of Promotional Efforts on Aggregate Pharmaceutical Demand: What we Know and Challenges for the Future”) is the Frank M. Bass Distinguished Professor of Marketing at the University of Groningen. He studied econometrics in Rotterdam, obtaining both his M.A., in 1970, and his Ph.D., in 1974, at the Netherlands School of Economics. During 1970–1975, he was assistant Professor at the Interfaculty for Graduate Studies in Management at Rotterdam/Delft. In the period 1997–2001, he was Dean of the Department of Economics and Deputy-Vice Chancellor of the University of Groningen.
He has authored or coauthored 20 books including “Mathematical Models in Marketing” (Stenfert Kroese, Leiden, 1974) with Philippe A. Naert, “Building implementable Marketing Models” (Martinus Nijhoff, The Hague/Boston, 1987) and with Dick Wittink, Michel Wedel, and Philippe Naert “Building Models for Marketing Decisions” (2000).
Other examples of his published work can be found, inter alia, in Applied Economics , The Journal of Marketing , The Journal of Marketing Research , The International Journal of Research in Marketing , Management Science , Marketing Science , Quantitative Marketing and Economics , The Journal of Economic Psychology , The International Journal of Forecasting and the Journal of Econometrics .
In 1978–1979 he was President and from 1981to1990 Vice-President of the European Marketing Academy.
In 1990 and 2003 he was Visiting Professor of Marketing at the University of California at Los Angeles (Anderson Graduate School of Management). He has also taught Ph.D. courses in Alicante, Helsinki, Vienna, Innsbruck, and St. Gallen.
In 1999 he became a member of the Royal Netherlands Academy of Arts and Sciences.
From 2004 to 2010 he was affi liated with the Johann Wolfgang Goethe Universität at Frankfurt am Main.
From 2010 onwards he occupies the BAT-chair in Marketing at LUISS Guido Carli and he is affi liated as Research Professor to Aston Business School (UK).
Jiaoyang (Krista) Li is a Ph.D. student in Marketing at the Mays Business School of Texas A&M University. Prior to joining the Ph.D. program, Jiaoyang was the Manager of Analytical Consulting at Symphony Marketing Solutions. Jiaoyang has over 7 years of experience working with companies in the pharmaceutical industry.
Michael Li is a vice president of Applied Science at Pascal Metrics, a Patient Safety Organization, specializing in predictive modeling and data mining on EMR data to reduce adverse events and readmission. Previously, he had worked at ImpactRx as a senior director of Custom Solutions and director of Advanced Analytics, and at IMS Health as senior statistician and a principal methodologist. He developed method-ologies, models and methods, approaches, and processes at both ImpactRx and IMS Health using various commercial data assets and clients’ data. His past pharmaceu-tical practice areas include competitive promotion evaluation, message effective-ness, segmentation and targeting, sales force optimization, call planning, sample
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strategy, territory alignment, compensation, sales force effectiveness and quality, SFA data mining, marketing mix, digital channel effectiveness, product forecasting, new product launch planning, pricing and co-pay, ATU, managed care strategy, etc. He received his doctoral degree in Economics from the University of Rochester.
Qiang Liu is an assistant professor of marketing at the Krannert School of Management at Purdue University, where he teaches marketing management and digital marketing strategies. He received his Ph.D. in Management from Cornell University in 2008. He also received his B.A. in Economics from China Center for Economic Research at Peking University, and his M.A. in statistics from the University of California at Berkeley. His research interests include marketing of prescription drugs, competitive strategies, and new product entry in pharmaceutical industry. His papers have appeared in the International Journal of Research in Marketing and Journal of Product Innovation Management .
Murali K. Mantrala is Sam M. Walton Distinguished Professor of Marketing at the University of Missouri, Columbia (MU). Previously, he was J.C. Penney Associate Professor at the University of Florida, Gainesville (1995–1998) and then Manager at ZS Associates, Evanston, Illinois (1999–2003). At ZS, Murali worked on multiple sales and marketing research projects for pharma clients such as Eli Lilly and Novartis. Earlier in his career, Murali was a sales manager at Sandoz Pharmaceuticals, Mumbai, India, managing a 17-member sales force engaged in detailing to physicians and hospitals across the state of Tamil Nadu. Murali holds a Ph.D. in Marketing from Northwestern University; MBAs from the University of Minnesota, Minneapolis, and Indian Institute of Management, Calcutta; and a B.S. (Honors) in Physics from University of Delhi, India. His research on topics such as sales resource allocation & compensation design, pharmaceutical marketing, and retail pricing strategies has appeared in leading academic journals such as Journal of Marketing Research (JMR), Journal of Marketing (JM), Marketing Science (MKS), and Marketing Letters. Two of his papers in JMR were fi nalists for the O’Dell Award and another in MKS won the Bass Award. Murali is an Associate Editor of Journal of Retailing, and serves on the editorial boards of JM and Journal of Personal Selling and Sales Management. He was a co-chair of the 43rd AMA Sheth Foundation Doctoral Consortium at MU in 2008 and the biannual Enhancing Sales Force Productivity Conferences in 2006, 2008, and 2010. Murali has been an invited keynote speaker at the Pharmaceutical Management Science Association (PMSA). In 2010, he received the Humboldt Research Award from the Alexander Humboldt Foundation in Germany for lifetime research contributions.
Talya Miron-Shatz is the founding director of the Center for Medical Decision Making, Ono Academic College, and CEO of CureMyWay, a start-up company that combines patient decision making with digital health.
She received her bachelor’s, master’s and doctoral degrees in psychology from the Hebrew University and was a postdoctoral research fellow with Nobel Laureate Daniel Kahneman at Princeton University. Dr. Miron-Shatz taught consumer behav-ior to undergraduates and MBAs at the Wharton School of the University of
About the Authors
749
Pennsylvania. Her research examines how patients and healthcare professionals understand and convey risk information and factors affecting adherence to warnings and to medication. Her work is published in books— Better doctors , better patients , better decisions: Envisioning healthcare 2020 . Cambridge: MIT Press; Evidence Based Patient Choice , 2nd ed. Oxford: Oxford University Press—and in such jour-nals as Health Psychology , Journal of Health Communication , Emotion , and Psychological Science . Translating her academic research into practice, she chairs the business track and leads the start-up panel at the Medicine 2.0 conference, leads NYC’s Pharma 2.0 meetings as part of NYC’s Health 2.0 meetup, consults pharma-ceutical companies and related agencies, and writes about medical decision making for Psychology Today .
Pierre A. Morgon is the Vice President, Franchise & Global Marketing Strategy, and member of the Executive Committee at Sanofi Pasteur (the vaccine division of Sanofi ). He is also the nonexecutive director to the Board of Theradiag (formerly BioMedical Diagnostics) in March 2012, a company focusing on in vitro diagnos-tics in auto-immunity, infectious diseases, and allergy.
He holds a Doctorate of Pharmacy from Lyon University, France, a Masters in Business Law from the Lyon Law School, and a MBA from ESSEC, France. He is also an alumnus of INSEAD, IMD, and MCE executive programs.
Pierre Morgon has over 25 years of experience with blockbuster products in diverse markets (primary care, specialty care, hospital, vaccines, and biotechnol-ogy), geographies (US, Europe, Japan, China, India, Emerging Markets), and organizations.
His experiences include marketing and operations positions at ICI-Pharma as Product Manager, then at Synthelabo (a division of L’Oreal) as International Group Product Manager and International Marketing Director, and then at Aventis Pasteur as Vice President Marketing. Then he has been leading operations in diversifi ed contexts, fi rst at Yamanouchi Pharma France as General Manager, at BMS France as Vice President, Hospital Operations, at Schering-Plough as Director of the Primary Care business unit in France, and at BioAlliance Pharma as Chief Operating Offi cer and Member of the Management Board.
Chakravarthi Narasimhan is the Philip L. Siteman Professor of Marketing in the Olin Business School at Washington University. His current research interests are in strategic value of information, incorporating non-microeconomic foundations in strategic models, understanding the impact of promotions on brands, examining interaction of multiple marketing strategies, and supply chain contracts, especially supply chain strategies under uncertainty. He has published in Marketing Science , Management Science , Journal of Marketing Research , Journal of Marketing , Journal of Business , Journal of Econometrics , and Harvard Business Review among others. He is an Area Editor of Marketing Science and is an associate editor of Quantitative Marketing and Economics .
Ernst C. Osinga (“Modeling the Effects of Promotional Efforts on Aggregate Pharmaceutical Demand: What we Know and Challenges for the Future”) is Assistant Professor of Marketing at Tilburg University, the Netherlands.
About the Authors
750
He earned a Ph.D. (cum laude) from the University of Groningen. His research interests are in the development of dynamic models in the areas of pharmaceutical marketing, the marketing–fi nance interface, and (online) retailing. His research has been published in the Journal of Marketing and Journal of Marketing Research . He received a Veni research grant from the Netherlands Organisation for Scientifi c Research (NWO) for studying patients’ and physicians’ reactions to the introduc-tion of generic and over-the-counter drugs.
Elina Petrova , Assistant Professor at Washington State University, conducts research on innovation and entrepreneurship, marketing of prescription and nonpre-scription drugs, and household purchase behavior. She has a Ph.D. in Industrial Administration (Marketing) from Carnegie Mellon University, a Master’s degree in Interdisciplinary Mathematics from the University of Warwick, UK, and a Master’s degree in Electronic Engineering from the Technical University in Sofi a, Bulgaria. She has also spent 4 years as a manager of two small international companies, get-ting the experience and the inside perspective of complex business decision-making from the trenches.
Her multi-track background and avid interests in technology and business alike, along with her training in both exact and applied sciences, motivate her to do research on issues spanning diverse knowledge domains. Her papers on consumer learning and valuation of OTC drugs and on promotion of prescription drugs, pub-lished in Marketing Science and Journal of Marketing , were among the fi rst in their respective areas. This work, combined with Dr. Petrova’s current focus on innova-tion, prompted her to focus her review for this volume on the complex and multifac-eted process of drug discovery and development. In her chapter on innovation in the pharmaceutical industry she presents a systematic overview of the existing knowl-edge on this topic from a business and academic perspective.
Innovation in the pharmaceutical industry is intrinsically linked to scientifi c breakthroughs, cutting edge technology, painstaking research, and evolving organi-zational modes. Discovering and developing new drugs is a rather unique process: rooted in complex inter-organizational arrangements and codependencies, heavily infl uenced by externalities, and operating under stringent regulations. Yet, as a research area it remains relatively underexplored despite its vast practical impor-tance. Integrating analytical frameworks and research methodologies from various business disciplines can assist in identifying systematic dependencies and key pat-terns of impact. Modeling the interplay between rather involved strategic decisions and fi rm performance can lead to more profound and holistic understanding of the complex mechanisms related to innovation in the pharmaceutical industry. Future research in this domain would not only provide for a fascinating array of interdisci-plinary work but may also pinpoint new pathways for optimization of the innovation process that are applicable to other industries, too.
Priya Raghubir joined New York University Stern School of Business as a Professor of Marketing and Mary C. Jacoby Faculty Fellow in July 2008.
Prior to joining NYU Stern, Professor Raghubir was a professor at the Haas School of Business, University of California at Berkeley. She also taught at the
About the Authors
751
Hong Kong University of Science and Technology. She has taught undergraduate, M.B.A., Ph.D., and executive education courses in China, France, India, and the USA.
Professor Raghubir’s teaching interests are in the areas of marketing research, consumer behavior, and marketing strategy, and her research interests are in the areas of consumer psychology, including survey methods, psychological aspects of prices and money; risk perceptions; and visual information processing. She has pub-lished more than 40 articles in such journals as the Journal of Marketing Research , Journal of Consumer Research , Journal of Consumer Psychology , and Marketing Science . She is on the editorial boards of six journals, and has delivered more than 100 presentations of her research at major universities, symposia, and conferences around the world.
Additionally, Professor Raghubir has consulted with Acufocus, Adobe, BioRad, Boston Scientifi c, Daimler-Chrysler, Google, PayCycle, University of California at San Francisco, and the Centre for Executive Development at the Haas School of Business. She has also worked in the fi nancial industry with Jardine Fleming and Citibank in Hong Kong and India.
Professor Raghubir received her undergraduate degree in Economics from St. Stephen’s College, Delhi University; her M.B.A. from the Indian Institute of Management, Ahmedabad, and her Ph.D. in Marketing from New York University.
Enar Ruiz-Conde (“Modeling the Effects of Promotional Efforts on Aggregate Pharmaceutical Demand: What we Know and Challenges for the Future”) is an associate professor in the Department of Marketing at the Faculty of Economics and Business Administration at University of Alicante (Spain). She received a Ph.D. in economics from the University of Groningen and an M.Sc. in international trade from the University of Alicante.
Her research interests include innovation diffusion models, marketing variables, pharma marketing, and educational innovation. Her research has appeared in such journals as European Journal of Innovation Management , Higher Education , Journal für Betriebswirtschaft and Marketing ZFP - Journal of Research and Management .
Venkatesh (Venky) Shankar is Professor of Marketing and Coleman Chair in Marketing and Director of Research at the Center for Retailing Studies, Mays Business School, Texas A&M University. His areas of specialization include Digital Business, Competitive Strategy, International Marketing, Innovation, New Product Management, Pricing, Retailing, Branding, and Mobile Marketing. Shankar has a Ph.D. in marketing from the Kellogg Graduate School of Management, Northwestern University and has corporate experience in the areas of marketing and international business development. He has worked in diverse countries.
He has been recognized as one of the top ten experts on innovation management worldwide. Shankar has won awards from such sources as the American Marketing Association ( AMA ) and the Marketing Science Institute ( MSI ). He has published in academic journals such as the Journal of Marketing Research , Management Science , Marketing Science , Strategic Management Journal , Journal of Marketing , Journal
About the Authors
752
of Public Policy and Marketing , Journal of Retailing , Harvard Business Review , and Sloan Management Review , and in business periodicals such as Wall Street Journal and Financial Times . He is a winner of the 2012 Vijay Mahajan Award for Lifetime Contributions to Marketing Strategy, 2006 Robert Clarke Award for the Outstanding Direct and Interactive Marketing Educator, 2001 IBM Faculty Partnership Award, the 1999 Paul Green Award for the Best Article in Journal of Marketing Research , the 2000 Don Lehmann Award for the Best Dissertation-based Article in an AMA journal, and the Sheth Award for the best paper in the Journal of Academy of Marketing Science . The Shankar - Spiegel Award from the Direct Marketing Educational Foundation is named in his honor. He is ex-President of the Marketing Strategy SIG, AMA and serves on the Chief Marketing Offi cers (CMO) council and Business-to-Business (B2B) Leadership Board. He was a Faculty Fellow of the 1999, 2000, 2003, 2004, 2005, 2007, 2008, 2009, 2010, 2012, and 2013 Doctoral Consortia, and the 2001 e-Commerce Consortium of the AMA. He is Editor Emeritus of the Journal of Interactive Marketing and is an Academic Trustee of the MSI . He is also an ex-associate editor of Management Science and is on the editorial boards of Journal of Marketing , Journal of Marketing Research , Marketing Science , International Journal of Research in Marketing , and Journal of Retailing . He has been a keynote speaker in several conferences and has delivered over 230 presentations in countries ranging from Australia to the Netherlands. He is a three-time winner of the Krowe Award for Teaching and has taught Marketing Management, Digital Business Strategy, Competitive Marketing Strategy, and International Marketing. He was a visiting scholar at the Sloan School of Management, MIT. He has also been a visiting faculty at INSEAD, Singapore Management University, SDA Bocconi, the Chinese European International Business School at Shanghai, and the Indian School of Business. He is co-editor of the Handbook of Marketing Strategy and the author of Shopper Marketing .
Shankar has consulting or executive training experience with organizations such as Allstate, Cap Gemini Ernst & Young, Colgate Palmolive, GlaxoSmithKline, Hewlett Packard, HSBC, IBM, Intel, Lockheed Martin, Lucent Technologies, Marriott International, Medtronic, Northrop Grumman, PepsiCo, Philips, and Volvo. He has made several appearances on CNN, C-SPAN, and Voice of America. He has been on many advisory boards, including IBM’s e-Business Conference Advisory Committee, European e-Business Center, ESSEC, France, and Ingenium Corporation. He has served as an expert witness in legal cases.
Jagdip Singh is AT&T Professor of Marketing at the Case Western Reserve University in Cleveland, Ohio. Dr Singh holds a Ph.D. in Marketing from the Texas Tech University (1985) and a Bachelor in Technology (Electrical Engineering) from Indian Institute of Technology, Delhi (1975). Dr. Singh has edited a book for the Legend in Marketing series titled, “Marketing Theory: Philosophy of Science Foundations of Marketing,” and published in peer-reviewed journals including Journal of Marketing, Journal of Marketing Research, Academy of Management Journal, Academy of Management Review, Management Science, Journal of Consumer Research, Psychological Assessment, Journal of the Academy of
About the Authors
753
Marketing Science, Journal of the American Medical Association, Medical Care, Journal of International Business Studies, and the Journal of Retailing. Dr Singh has participated in seminars at leading international business schools in France, Germany, Hong Kong, India, Netherlands, Norway, and Sweden. Dr Singh is an active industry consultant with expertise in building organizational capabilities at the frontlines for interfacing with customers.
Hari Sridhar is an Assistant Professor of Marketing at Pennsylvania State University. He received his Ph.D. in marketing from University of Missouri. His research involves the application of quantitative modeling techniques to marketing strategy issues. Specifi cally, he builds models that help quantify the effectiveness of the marketing-communication instruments (e.g., advertising, sales force, invest-ments), and investigates how to optimize the budget and allocation of the marketing- mix over managerially relevant planning horizons. His research has been published in the Journal of Marketing Research, Journal of Marketing, Journal of Interactive Marketing, and Marketing Letters among others. His research has been featured in outlets such as National Public Radio (NPR), Reuters Inc., Marketing News, and Newspaper Association of America. His research has been funded by grants received from the Marketing Science Institute (MSI).
Philip Stern (“Modeling the Effects of Promotional Efforts on Aggregate Pharmaceutical Demand: What we Know and Challenges for the Future”) is Professor of Marketing at Loughborough University School of Business and Economics and Adjunct Professor at the Ehrenberg-Bass Institute at the University of South Australia.
He is currently conducting research into collaborative purchasing and charitable donation as well as his research into pharmaceutical marketing. His research has appeared in Management Science , Journal of the Academy of Marketing Science , International Journal of Research in Marketing , Marketing Letters , Long Range Planning , British Journal of Management , Omega , International Journal of Management Science .
He has consulted extensively with the Pharmaceutical Industry and has com-pleted assignments for Bristol Myers Squibb , GfK , Glaxo Smith Kline , Novartis , Lilly Industries , Napp Pharmaceuticals , Organon , and Merck .
Stefan Stremersch holds a chair in marketing and is the Desiderius Erasmus Distinguished Chair of Economics at the Erasmus School of Economics, Erasmus University Rotterdam (The Netherlands), and a professor of marketing at the IESE Business School, Universidad de Navarra (Spain). His current research interests are in innovation acceptance/diffusion, marketing of innovations, marketing of technol-ogy and life sciences, and international marketing. He has won several awards, such as the Harold H. Maynard Best Paper Award of the Journal of Marketing (2002), the J.C. Ruigrok Prize (2005) for the most productive young researcher in the social sciences in The Netherlands (only once in 4 years awarded to an economist), and the AMA Early Career Award in Marketing Strategy (2008). He also received the 2004 Research Prize at Erasmus University Rotterdam for outstanding research
About the Authors
754
performance, selected among all Erasmus faculty across all disciplines and schools. He is the scientifi c director of the Center for Healthcare Business at Erasmus University and the Erasmus Center for Marketing and Innovation.
Stefan has a wide experience on pharmaceutical marketing. On the academic front, he organized many special sessions on Pharmaceutical Marketing at confer-ences such as the Informs Marketing Science Conference and the European Marketing Academy, edited a special issue at IJRM on pharmaceutical marketing, and published a lead article on life sciences marketing in Journal of Marketing, which identifi ed the main areas within pharmaceutical marketing and the challenges that it poses to managers. Further, he published widely on topics such as biotech- pharma innovation alliances (in Journal of Marketing), pharmaceutical detailing (in Management Science), international pharmaceutical sales growth (in Marketing Science), international pharmaceutical launch (in IJRM), medical-decision making by doctors in the adoption of new drugs (in Marketing Science), and Direct-to- Consumer advertising and patient requests (in Marketing Science). On the practice front, he has been engaged with several pharmaceutical and biotech fi rms in execu-tive teaching, providing keynote speeches, setting up new innovation processes (e.g., wisdom of the crowds and grassroots innovation programs such as Merck KGaA’s Innospire process), consulting on marketing decisions, and implementation of new market research methods, around the globe (US, EMEA, LATAM, and APAC).
Thanh Van Tran is an Assistant Professor of Marketing at the University of Central Oklahoma. He earned his Ph.D. in Marketing from the University of Central Florida (Orlando, FL) in 2009, his M.A. in Marketing and Management from the University of Warsaw (Warsaw, Poland) in 1998, and his M.S. in Biotechnology from the University of Technology in Warsaw in 1997. His research interests include innova-tion and new product introduction, distribution channels, emerging online mecha-nisms/platforms, among others. He can be reached at [email protected].
Demetrios Vakratsas is Associate Professor of Marketing and Quebec Teaching Excellence Chair at the Desautels Faculty of Management at McGill University. His research focuses on advertising effectiveness, diffusion of innovations, pharmaceu-tical marketing and strategic market entry. His work has appeared in Marketing Science , Journal of Marketing , Journal of Marketing Research , Journal of Retailing , and Journal of Applied Econometrics and Research Policy among others. He serves on the editorial boards of the International Journal of Research in Marketing ( IJRM ) and Review of Marketing Science . He has won awards in recognition of his research and teaching contributions and has consulted extensively for fi rms in the advertising, media, and pharmaceutical industries.
Isabel Verniers is Professor Marketing at Gent University (Belgium). She is the academic director of the Sister Institute at Gent University of the Erasmus Center for Marketing and Innovation. She taught Marketing Strategy for the Life Sciences at Erasmus University Rotterdam (the Netherlands) for several years. During that period, she was awarded with the Marie Curie Individual Fellowship Grant
About the Authors
755
belonging to the European FP7 project of the European Commission. Her academic research focused on international launch of pharmaceuticals (in IJRM). She has also been engaged with pharmaceutical fi rms in measuring trust and value as well as in teaching best practices.
Jaap Wieringa (“Modeling the Effects of Promotional Efforts on Aggregate Pharmaceutical Demand: What we Know and Challenges for the Future”) is Professor of Research Methods in Business at the Department of Marketing at the University of Groningen and visiting professor at the University of Loughborough. He has an M.Sc. in Econometrics (1994), and a Ph.D. in Economics (1999) from the University of Groningen. During the years 1998–2000, he was employed as a senior consultant at the Institute for Business and Industrial Statistics (IBIS UvA BV), a consultancy fi rm embedded within the University of Amsterdam. For this company, he was involved in the implementation and training of quantitative quality improve-ment programs (mainly Statistical Process Control and Six Sigma) at, amongst oth-ers, DAF Trucks (a Paccar company), General Electric, Sarah Lee|DE, Hollandse Signaal Apparaten. In January 2001, he joined the Department of Marketing at the University of Groningen. He has supervised three Ph.D. theses as a co-promotor and is currently supervising four Ph.D. students.
His work in the fi eld of industrial statistics has been published in, amongst oth-ers, the Journal of Chemometrics and Quality and Reliability Engineering International. His publications in marketing include articles in Journal of Marketing, Journal of Marketing Research, International Journal of Research in Marketing, Journal of Product Innovation Management, Marketing Letters, Applied Economics, Journal of Service Research, and International Journal of Forecasting. The main focus of his current research is on pharmaceutical marketing, marketing model building, time series analysis, diffusion modeling, marketing analytics, and statisti-cal quality control. He is particularly interested in modeling dynamic phenomena in the pharmaceutical market.
Stefan Wuyts is an Associate Professor of Marketing at Koç University (Turkey) and Tilburg University (the Netherlands). At Koç University, he serves as the coor-dinator of the marketing area. In 2003, he obtained his Ph.D. from Erasmus University Rotterdam. In 2002, he was a visiting doctoral student at the University of Southern California. His doctoral dissertation on Partner Selection in Business Markets was awarded by the Dutch Royal Society for Political Economics with the KVS-Medal for best economic dissertation defended at a Dutch university in the years 2003 and 2004. His research on inter-organizational linkages and innovation has been published in several leading marketing and management journals, includ-ing Journal of Marketing, Journal of Marketing Research, International Journal of Research in Marketing, Journal of Organizational Behavior, and Journal of Management. Stefan serves on the Editorial Review Board of Journal of Marketing and as an Area Editor at the International Journal of Research in Marketing. In 2009, he received a prestigious 5-year grant from the Netherlands Organization for Scientifi c Research to continue his research on the pre-commercialization and com-mercialization stages of the innovation process. Stefan has taught Strategic
About the Authors
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Marketing Management, Innovation Management, Marketing Research, Research Methods in Business, Theoretical Foundations for Marketing Strategy, and a crash course for practitioners on New Media and Networks. He has shared his expertise with diverse companies, including ASML, FBTO, National Aerospace Laboratory of the Netherlands, Nexans, RESPOND, SAP, and Terra Gruppen.
Ying Xie , Ph.D., is associate professor of marketing at Naveen Jindal School of Management, University of Texas at Dallas. She received her doctoral degree from the Kellogg School of Management at Northwestern University and she had previ-ously taught at Rutgers University and Washington University in St. Louis. She has conducted various research projects in the domain of pharmaceutical marketing, with topics on comparative detailing, sampling, DTCA, social contagion, learning of the effectiveness and side effects of new drugs, and OTC drug launch. Some of her research on pharmaceutical marketing has appeared or is forthcoming in top marketing journals such as Marketing Science and Management Science.
About the Authors
757M. Ding et al. (eds.), Innovation and Marketing in the Pharmaceutical Industry, International Series in Quantitative Marketing 20, DOI 10.1007/978-1-4614-7801-0, © Springer Science+Business Media New York 2014
A Abbreviated new drug application (ANDA) ,
38, 231, 373 Abilify , 288, 480, 696 Active pharmaceutical ingredients (APIs) ,
84, 87 Adjustment costs , 59 Advisory Committee on Immunization
Practices (ACIP) , 371 Alcatel-Lucent Belgium , 123 Alliance portfolio management , 14
absorptive capacity , 153 academic perspective , 150, 166 industry and product market diversity , 155 managerial perspective , 150, 164–165 partner diversity , 154–155 principal dimensions of , 151–153 research questions , 166–167 technology diversity ( see Technological
diversity, alliance portfolios) ANDA. See Abbreviated new drug application
(ANDA) Anonymous patient level data (APLD) , 466 Approved Drug Products , 38 Assessment of Differences between Vioxx and
Naproxen to Ascertain Gastrointestinal Tolerability and Effectiveness (ADVANTAGE) , 715
AstraZeneca , 272–274, 276–278, 483–484 Auxiliary new drug application (ANDA) , 261
B Bass-type diffusion models , 193–195,
566–569 Bayer Aspirin , 265
Bayesian learning model , 182 Bayh-Dole Act of 1980 , 89 Bioelectronics , 3 2012 BioIT World Best Practice Award , 142 Biologic License Application (BLA) , 30 Biotechnology , 27, 161–162, 164 Blockbuster drugs , 3, 71, 100, 562, 662, 674 Boehringer Ingelheim , 57, 441, 445, 447, 559 Bristol-Myers Squibb (BMS) , 56, 172, 288, 446,
447, 480, 484, 562, 634, 674, 696 Bubble-chart analysis , 90
C Capital Asset Pricing Model (CAPM) , 98 Centers of Excellence for External Drug
Discovery (CEEDDs) , 90–91 Cisco Systems , 265 Cognitive evaluation theory (CET) , 127 Combinatorial chemistry , 27, 71 Community of Science (COS) , 156 Comprehensive compliance program (CCP) , 216 Conditional logit models , 566 Conjoint analysis
in developing and launching new products , 201–203
project valuation , 96 vaccines , 379
Consumer awareness stage
absolute vs. relative terms , 325 availability heuristic, judgment , 326 defi nition , 318–319 effi cacy expectations , 320 frequency vs. probability , 323–325 gain vs. loss frames , 323
Index
758
Consumer (cont.) heuristic cue , 321–322 neutral-mood condition , 323 over-the-counter , 319 perceived product performance and
quality , 328–329 perceived risks and perceived
benefi ts , 321 perceptual fl uency and familiarity
effects , 328 positive mood , 322–323 representativeness heuristic , 326–327 risk-as-feelings hypothesis , 322 self-positivity bias , 326–327 systematic processing biases , 321 verbal vs. numeric , 325 vividness and the simulation
heuristic , 327 health and well-being , 316 illness and medicine paradigms , 334–335 inter-attribute correlations , 331–332 market effi ciency , 333 medicinal non-adherence , 316 medicine side effects , 333–334 patient adherence and compliance , 317 perceptual properties , 332–333 poor product effi cacy , 317 product attractiveness , 330–331 risk assessment ( see Risk assessment) trial and adoption stage
factors , 320 medicinal effi cacy , 320 placebo and placebo-like effects ,
336–337 products’ time to onset , 337–338
Consumer Price Index (CPI) , 690 Continuing medical education (CME) ,
714, 716, 719 Contract research organizations (CRO) , 48, 181 Convention on Pharmaceutical Ingredients
(CPhI) , 142 CPI. See Consumer Price Index (CPI) Customer relations management (CRM) , 13 Customers, vaccine market , 374, 375
advocates and opponents , 395–396 anticipated regret , 382 attitude and belief segments , 379–381 consumer vaccination decision process ,
376–377 national medical societies , 387 NITAGs , 386–387 norms , 381–382 past vaccination behavior , 382 perceived and actual behavioral control , 382
perceived threat/risk , 378–379 physicians’ vaccination behavior
consumer-related concerns , 385 fi nancial concerns , 385–386 medical concerns , 384
private and public markets , 374, 376 private purchasers , 393–395 public purchasers , 389–393 roles , 374 WHO , 387–389
Customized drugs , 73
D Direct-to-consumer advertising (DTCA) ,
7, 17, 199, 268, 630, 674 brand and category sales , 657 brand specifi city , 658 Canada , 635 classical media , 561 constructive effects , 656–657 constructive/informative effect , 652 consumer-directed advertisements , 655 drug sales and prices , 652 DTCA-detailing interaction , 669 DTP
descriptive statistics , 665 meta-analysis , 660 model specifi cation , 665–668 promotional budget , 662, 663 sales and promotional expenditures ,
663, 664 sales evolution , 662
econometric analyses , 653 elasticities , 644–645 evidenced-based ads information , 659 fair balance requirement , 655 fi rm strategy , 652, 659 Health Canada , 655 help-seeking advertisements , 654 ImpactRx , 636 informational content , 658 me-too drugs , 33 NAMCS , 636 new drugs, launch and diffusion of , 208 New Zealand , 635 OECD country members , 654 PAAB , 655 patient requests, advertised drugs , 638 pharmaceutical fi rms , 644 physicians
cross-sectional survey , 641 patient visits , 637–638
product claim advertisements , 655
Index
759
product risk , 658 public policy , 652–653 reminder advertisements , 654–655, 658 research methods , 635–636 in USA
history , 630 patient safety , 633 promotional spending , 632–633 Web 2.0 technology , 632
welfare effects compliance and noncompliance ,
643–644 cost effectiveness , 642 health disparity , 641–642 market share stealing , 640–641 regulation , 642–643
worldwide regulations , 655–656 Direct-to-physician (DTP) advertising ,
17, 435–436 descriptive statistics , 665 meta-analysis , 660 model specifi cation , 665–668 promotional budget , 662, 663 sales and promotional expenditures ,
663, 664 sales evolution , 662
Discounted cash fl ow (DCF) analysis , 89, 93–94 Double-log response models , 566 Drug innovation process , 13, 22, 29
academic fi ndings and insights business viability and market
dominance , 65 investments in own R&D , 65–66 market entry, pent-up demand , 68–69 new drug, market diffusion of , 69 pioneer/late entrants, advantages , 67–68
between-molecule competition , 40–41 biotech fi rms , 46–48 blockbuster mentality , 45–46 branded generics , 38–39 clinical trials, phases of , 29–30 customized drugs , 73 databases , 77–78 drivers and decisions in , 74–75 drug discovery , 27–28 economics of , 24–25 evolution of , 25–26 FDA review , 30 follow-on drugs , 34–35 generic entry , 36–38 generics, infl ux of , 72–73 incremental drug innovations , 72 IND submission , 29 me-too drugs , 33–34
modes of collaboration , 53–59, 76 NDA/BLA submission , 30 patent protection and market exclusivity ,
31–32 post-market monitoring and phase 4 trials , 31 potential in small markets , 73 preclinical testing , 28 prediscovery , 27 productivity crisis , 70–72 pseudo-generics , 40 public sector institution, open science ,
48–49, 77 scale and scope effects in , 41–45 scaling-up for manufacturing , 30 strategic alliances
biotech fi rm , 62 diminishing marginal return , 63 experience effects , 63–64 large pharmaceutical fi rms , 61 network effects , 63–64 partner diversity , 63–64 partner selection process , 62–63 pharmaceutical industry , 60–61
trifecta model , 49–53 Drug Performance Units (DPUs) , 91 Drug Price Competition and Patent Term
Restoration Act , 231, 261 DTCA. See Direct-to-consumer advertising
(DTCA) Dual-market diffusion model , 69, 611, 617
E E-marketing , 559, 560 Emerging Business Opportunities program , 123 Entrepreneurial Boot Camp , 123 Erbitux , 437–438 Expected Delay Loss Index , 106 Extrinsic motivation , 126–127
F Follow-on drugs , 34–35, 67 Food and drug administration (FDA) , 7, 156,
230, 272, 426, 585 DTCA , 652 NDA , 261 NMEs , 84 OTC-CCM
marketing literature , 354 MHRA recommendations , 353 NPR survey , 355 parental experience , 357 warning effectiveness , 357–360
Index
760
G Game-theoretic model , 102 GAO. See Government Accountability Offi ce
(GAO) Generalized Bass Model , 69, 611 Generic business model , 584 Generic drugs , 9, 36–41, 205, 226, 231–239 Gittins index , 105, 106 GlaxoSmithKline (GSK)
advertising expenditures , 561 CEEDDs , 91 DTC advertising , 634 option-based collaborations , 158 product development portfolio of , 90–92 social media , 483 Spark network , 124 TAUs/DPUs , 91 vaccines , 368–370
Google , 123, 482 Government Accountability Offi ce (GAO) , 677 Grassroots innovation , 14, 142–143
active participation, people in ranks , 122 Bayer AG’s Triple-i , 123 Best Buy’s resilience program , 124 defi nition of , 124–125 entrepreneurial bootcamp program,
Alcatel-Lucent , 123 Google’s “brink of chaos” management
system , 123 GSK’s Spark network , 124 managerial autonomy , 122 Merck KGaA’s Innospire program ( see
Innospire program, Merck KGaA) research , 143–145 self-coordination , 122 self-determination theory
innate psychological needs , 127–128 intrinsic vs. extrinsic motivation ,
126–127 program design features , 125–126, 128 senior management support , 129–131
structured process , 124 TVA , 121–122 UBS’s Idea Exchange , 124 Whirlpool , 123
Gross national income (GNI) , 393 GSK. See GlaxoSmithKline (GSK)
H Harris survey of public trust , 705 Hatch-Waxman Act , 231–233, 238, 261 Healthcare Effectiveness Data and Information
Set (HEDIS) , 401–402
Health disparity , 641–642 Health maintenance organizations (HMOs) ,
226, 607, 697 Hidden Markov model , 523, 581 High-throughput screening , 27 Human papillomavirus (HPV) vaccines , 372
I ImpactRx , 515, 521–522, 636 Incentives , 111–112 Index of patient empowerment orientation
(IPEO) , 446–448 Innospire program, Merck KGaA
annual project budgets , 141 autonomy , 139 2012 BioIT World Best Practice Award , 142 competence-enhancing effects of , 139 CPhI 2012 Innovation Award , 142 goals , 132 improved innovation output , 140–141 non-selected ideas , 141 phases of
fi nal idea selection , 137 fi rst idea selection , 135 idea sourcing , 134–135 incubation and governance , 138 innovation bootcamp , 136–137 innovation marketplace , 135–136
relatedness and networking , 139–140 Innovation. See Pharmaceutical innovation Innovation Steering Committee , 138 Institutional theory analysis, pharmaceutical
marketing aspects of , 728–729 court documents, analysis of , 729–731 evidence-based strategy , 713–714 interdependencies , 709
expertise based interdependencies , 716–717
promotion based interdependencies , 717–718
logics of appropriateness , 706–707 consequences , 705–706, 710–711
market penetration strategy , 712–713 medical education strategy , 714–715 open systems framework
coevolutionary game theory , 727–728 comparative analysis , 720, 721 cosmetic changes , 728 foundational elements , 722–725 premises , 725–726 trust-value tradeoffs , 727
Index
761
pharmaceutical value chain confl icted logics , 707–708, 718–719 dominant logic , 704–705
physician–patient exchanges , 706–707 strategy-tactics gap , 703 study data and analytical approach ,
708–709 Integrated Promotional Services™ (IPS) , 520 Intercontinental Medical Statistics (IMS) , 156 Internal rate of return (IRR) , 86, 93 Intrinsic motivation , 126–127 Investigational New Drug (IND) , 29 IPEO. See Index of patient empowerment
orientation (IPEO)
J Johnson & Johnson (J&J) , 370, 446, 447, 483 Journal of the American Medical Association
(JAMA) , 434, 719
L Launch and diffusion decision chain,
new drugs , 14 branded drug prices , 206 categories , 192 CCP , 216 conjoint analysis , 201–203 consideration and choice models ,
200–201 cross-country spillovers , 217 different geographic markets , 191 diffusion models , 193–195 DTCA , 207 heavy artillery , 215 international launch timing and pricing ,
211–214 learning models , 199–200 market potential and speed, variance ,
208–211 methodological frameworks , 191, 192 post-adoption learning , 215 prescription count models , 197–199 price level , 204, 205, 217 risk factor , 204 sales models , 195–197 sample-dispensing behavior , 208 side effects and safety , 208
Lead compound , 27–28 Learning models , 192, 199–200 Learning theory , 157–158 Licensing , 55, 57, 89, 110–111 Linear-in-means model , 462
M Malaria vaccines , 374 Managed care organizations (MCO) ,
226, 533, 544 Management support, grassroots innovation , 131
organizational support , 130 resource allocation , 129 tangible incentive , 129–130 tolerance for failure , 130 visibility of involvement , 129
Marketing. See Pharmaceutical marketing Marketing budgets
dynamic optimization , 580–583 econometric models , 565 management surveys , 564 research , 584 static optimization , 578–580
Marketing spending models , 16–17 budgeting behavior
econometric models , 565 management surveys , 564
drug demand models , 566–570 competitive interaction , 572–574 drug quality , 571–572 product launch, marketing investment ,
574 responsiveness of , 570–571 return on investment , 575–577
e-marketing , 559 global advertising spenders in 2009 ,
561–562 optimal budgets
dynamic models , 580–583 static models , 578–580
pharmaceutical spending categories , 560–561 product launch, marketing investment , 562 research
allocation models , 585 budgeting behavior , 584 digital marketing , 584–585 model building , 584 pricing decisions , 586 product and spending decisions , 585
2005–2009 US marketing expenditures , 558, 559
Memorial Sloan-Kettering Cancer Center , 89 Me-too drugs , 33–34, 100, 205 Monte Carlo analysis , 94, 95
N Nanotechnology , 14, 151, 162, 164 National Ambulatory Medical Care Survey
(NAMCS) , 636
Index
762
National Institutes of Health (NIH) , 21, 89 National medical societies , 387 National technical advisory groups (NITAGs) ,
386–387, 401 NCATS. See New center for advancing
translational sciences (NCATS) NDA. See New drug application (NDA) Negative binomial distribution (NBD) ,
572, 579 Nerlove–Arrow exponential decay
model , 690 Net present value (NPV) , 61, 93–94,
137, 582 Networks
contagion , 473 existing literature
economics literature , 463 epidemiology , 462 sociology literature models , 462
managerial implications , 469–470 patient and product characteristics , 472 payor characteristics , 472 physician social networks , 460–462
BW model , 468–469 complex contagion , 471 datasets, research , 465–466 IVV model , 468 NMB , 467–468 opinion leaders , 464–465, 471–473 prescription decisions , 472
social infl uence , 473–474 structure , 458–460
Netzsch Fine Particle Technology , 162 New center for advancing translational
sciences (NCATS) , 114–115 New chemical entities (NCEs) , 56, 87 New drug application (NDA) , 30, 171–172,
231, 261 New molecular entities (NMEs) , 70, 84,
120, 676 Nexium , 11, 110, 199, 247, 275–277 NITAGs. See National Technical Advisory
Groups (NITAGs) NMEs. See New molecular entities (NMEs) Nonsteroidal anti-infl ammatory drugs
(NSAIDS) , 176, 523
O Offi ce of Alliance Management , 64 Open-science model , 48–49 Orphan Drug Act (ODA) , 258, 262 Orphan drugs , 32, 35
Over-the-counter cough and cold medication (OTC-CCM) , 15
awareness and warning understanding , 348 excessive deliberation , 352 FDA warning
marketing literature , 354 MHRA recommendations , 353 NPR survey , 355 parental experience , 357 warning effectiveness , 357–360
nudging vs. coercing , 351–352 one-sided vs. two-sided arguments , 350 present bias , 352 preventive/promotional regulatory focus ,
350–351 safe experience, risk-causing agent , 347–348 trust , 347 vividness warning , 348–349
P Patent and Trademark Act , 60 Patent expiry
ANDA , 261 AstraZeneca , 272–274, 276–278 Eli Lilly , 278–279 fi rm benefi ts , 265 generic product, market entry , 275–276 ground rules , 271–272 Hatch Waxman Act , 261 longitudinal marketing mix variables , 281 media promotion , 274–275 new drug application , 261 Nexium , 272–274 observations and guidance, managers ,
280–281 pharmaceutical competition , 257–263 pharmaceutical marketing mix models
cost-based competition (sandwich approach) , 266–267
drug pricing , 266 DTC advertising , 268, 271 duopoly period , 266 H
2 receptor antagonist market , 267
monopoly period , 266 R&D , 267–268 tablet shape/color , 268–270 value transference , 268
Prilosec , 272–274 Prozac , 278–279 rents/margins , 264 trademark awareness , 264 value transference , 264
Index
763
worldwide sales profi ts , 256 Zyprexa , 278–279
Patient empowerment , 15 blockbuster model , 426 demographic and lifestyle changes , 429–430 IPEO , 446–447 joint decision-making process , 428 limitations , 450–451 macro-trends , 428 marketing
DTCA , 435 global pharmaceutical market , 435 sales reps , 435 stock returns/systematic risk , 436 therapy launch, patient role in
( see Therapy launch) therapy promotion, patient role in
( see Therapy promotion) modernization and self-expression , 429 patient–physician relationship , 433–434 patient welfare , 428 pharmaceutical companies , 445–446 regulatory changes , 432–433, 449 Takeda , 447 technological evolution , 430–432 traditional model , 427 white-coat model , 426
Patient orientation , 451 Patient Protection and Affordable Care
Act of 2010 , 32 PBMs. See Pharmacy benefi t managers
(PBMs) PDMA. See Prescription Drug Market
Act (PDMA) Pearson index , 104–105 Personalized medicine , 140, 162–163 Personal Selling Audit (PSA) , 521 Personal selling elasticities
bias-corrected benchmark elasticity , 547–548
blockbuster product , 533 database compilation , 536 database description , 536–539 data coding , 539 data collection , 544 determinants , 535 endogeneity , 545–546 estimation model and procedure , 541 frequency distribution , 539–540 heterogeneity , 546 histogram , 539 HLM model estimation , 541–542 independent variables and coding , 540–541
lagged input effects , 545 lagged output effects , 545 marketing communication variables ,
546–547 meta-analytic estimation , 551–552 D-S theorem , 548 DTC advertising ratio , 551
optimal detailing ratio , 551–552 sales ratio , 549–550
methodological approach , 533 online technology , 533 pharma promotion , 532 product life cycle stage , 535, 542 relative vs. absolute output measure , 544 temporal data aggregation ,
544–545 USA vs. Europe , 543–544
Pharmaceutical Advertising Advisory Board (PAAB) , 655
Pharmaceutical industry challenges
consumerist patients , 12–13 corporate image, deterioration of ,
10–11 digital and social media , 12 generic competition , 9 new drugs, decline of , 8–9 price pressure , 10 sales representatives , 11
healthcare expenditures , 557–558 innovation ( see Pharmaceutical innovation) marketing ( see Pharmaceutical marketing) return on sales , 558
Pharmaceutical innovation , 2 alliance portfolios ( see Alliance portfolio
management) characteristics of , 2–3 dimensions of
cost , 3–4 projects , 4 return , 5 time , 5 uncertainty , 4–5
drug discovery and development ( see Drug innovation process)
grassroots innovation program ( see Grassroots innovation)
launch and diffusion decision chain ( see Launch and diffusion decision chain, new drugs)
patent expiration ( see Patent expiry) portfolio management ( see Portfolio
management)
Index
764
Pharmaceutical lifecycle extension strategies ANDA , 232 bioequivalence , 232 branded generics , 228 classifi cation of , 227 FDA , 232 generic drugs , 226 generic entry
consequences of , 233, 235–236 determinants of , 233 empirical research , 234–236 Hatch-Waxman Act , 233 impact of , 238
knowledge assets , 229 legal strategies , 229
generic settlements , 249 patenting strategies , 248–249
marketing strategies , 250 branded generics , 242 differentiation , 241 divestiture , 241 long-term prices , 244 OTC drugs , 244–246 pricing , 238–239 promotion , 240–241
pharmaceutical terminology and abbreviations , 232
R&D strategies , 228, 250 combination drugs , 246–248 new indications , 245 next-generation drugs , 247, 248 reformulations , 246, 247
reputational assets , 229 Pharmaceutical marketing , 2
brand level marketing efforts , 619 brand’s life cycle , 617–619 business strategies , 675 category life cycle stage , 616–617 category sales , 619 in developing countries , 622 DTCA ( see Direct-to-consumer advertising
(DTCA)) features of , 676–679 institutional theory analysis ( see
Institutional theory analysis, pharmaceutical marketing)
internet channel, role of , 623 modeling implications , 619–620 patent expiry ( see Patent expiry) patient–gatekeeper relationship , 6–7 payers , 7 regulation of , 7–8 regulatory changes , 622–623
research gaps Abilify , 696 HMOs and PBMs , 697 NME , 697 Revlimid , 697–698
sampling ( see Pharmaceutical sampling) spending models ( see Marketing spending
models) spillover effects
across-market spillover , 681 dynamic-perception , 682, 686–687 LBK , 686 prior-perception , 682, 686 R&D efforts , 681 sample analysis , 687–695 strategic interaction , 686–687 three dimension , 678 types of , 678 umbrella branding , 683–685 under-investment effect , 682–683
Pharmaceutical promotion , 594–602 Bass model
asymmetric infl uence theories , 613 consumption externalities, role of , 611 diffusion models , 610, 612 external infl uence , 609 internal infl uence , 609–610 marketing variables , 610 mixed infl uence , 610 trial-repeat diffusion model , 611
brand level demand effects market characteristics , 605 model effects and data characteristics ,
605–606 product characteristics , 604–605 promotional instrument , 604
brand level sales , 602 informative function , 592, 606–607 marketing instruments , 593 persuasive function , 606–607 price, role of , 607–609 product category level demand effects ,
602–603 welfare effects , 593
Pharmaceutical Research and Manufacturers of America (PhRMA) , 20–21, 631
Pharmaceutical sampling , 16 academic research
free drug samples, effects of , 522–523
physician’s free sample dispensing decision , 525–526
aggregate modeling , 525–526
Index
765
data sources, marketing research ImpactRx panel , 521–522 IMS Health data , 520 PSA , 521 SDI Health LLC , 521 Verispan , 521
physician level modeling panel models , 526–527 test–control study , 526
research , 528–529 sample allocation model , 527–528 in US pharmaceutical industry
analytical process , 511–512 dispensation pathways , 514–515 dispensation patterns , 515–517 free sample distribution practices , 508 government regulations , 510–511 physicians, sample delivery , 512, 514 reasons for sample usage , 509–510 sample-related marketing research
questions , 512, 513 source of business ( see Source
of business (SOB)) Pharmacy benefi t managers (PBMs) , 226, 470,
479, 677, 698 Physician opinion leaders
correlated observables , 464–465 endogenous group formation , 464 hierarchy and variety , 472–473 identifi cation of , 457 maps , 471 simultaneity , 464
Physician Payment Sunshine Act , 719 Physician social networks , 460–461
complex contagion , 471 contagion effects
BW model , 468–469 IVV model , 468 NMB , 467–468
datasets, research , 465–466 opinion leaders , 464–465, 471–473
Portfolio diversity industry and product market diversity , 155 partner diversity , 154–155 technological diversity ( see Technological
diversity, alliance portfolios) Portfolio management
alliance portfolios ( see Alliance portfolio management)
bubble-chart analysis , 90 categorization of , 85–86 DCF/real options analysis , 89–90 decision making , 98–99
defi nition of , 85 drug compounds , 87–88 execution , 114
acquisition and licensing , 110–111 frequency of change , 109–110 incentives , 111–112 organizational design , 109
GSK’s portfolio , 90–92 individual project valuation
conjoint analysis , 96 DCF analysis , 93–94 decision trees , 94–95 failed project, impact of , 96 market research , 96 real options theory , 95
Lipitor® , 84 NCATS , 114–115 performance outcomes , 90 Pfi zer’s portfolio , 90, 92 pharmaceutical industry structure , 88–89 portfolio optimization ( see Portfolio
optimization) portfolio risk measures , 97–98 portfolio valuation , 96–97 process effectiveness metrics , 90 resource allocation/portfolio balance , 90
Portfolio optimization , 113–114 incremental/radical innovation , 100–103 optimal project selection and prioritization
decision trees , 106–107 Expected Delay Loss Index , 106 Gittins index , 105 internal and external interaction , 108 Pearson index , 104–105 project selection problem, taxonomy
of , 104 overall R&D investment , 100
Prescription count models , 197–199 Prescription drug
clinical trials data AIDS randomized clinical trial ACTG
175, 178–179 attrition rate , 178 health status measures , 179 limitations , 180–181 post-marketing trials , 174–175 pre-marketing trials , 174–175 VIGOR trial , 176
pharmaceutical studies , 181–182 physician and patient evaluations , 173 post-marketing data
Cialis , 184 Levitra , 184
Index
766
Prescription drug (cont.) self-reported consumer survey data , 183 symptomatic and curative effect , 183 treatment outcome data , 183 Viagra , 184
Pravachol , 171–172 Vioxx , 172
Prescription Drug Market Act (PDMA) , 510–511
Prilosec , 272–277 Primary care physician (PCP) , 216, 383,
401, 468, 516 Principal–agent theory , 111, 112 prozac , 13, 278–279, 622, 686 Pseudo-generics , 40, 242 Public sector research institutions (PSRIs) ,
46, 48–49, 89
R Random screening , 25 Rational drug design , 28 Real options analysis , 89–90, 95 Relationship marketing (RM) , 433–434, 585 Return on investment (ROI)
DTCA , 693–635 evidence-based strategy , 713 sales representatives , 11 of spending categories , 575–576
Revlimid , 636 Risk assessment
advertisements , 288 bottom-up strategy
accessibility–diagnosticity model , 296 ambiguous symptoms , 296–297 consequences, symptoms , 298 de-bias risk , 299–300 disease correlation , 298 effective strategy , 291 self-reference , 299 signal detection theory , 295 symptoms, behaviors, and feeling ,
293–295 symptom’s occurrence , 295–296
de-biasing strategies , 290 diabetes , 289 geographic proximity effects , 306 H1N1 , 289 overestimate risk , 291 risk estimation consequences , 306–307 seeking treatment, cost and benefi ts of , 309 self-diagnose , 287 self-negativity bias , 292 self-positivity bias , 291–292
symptoms, behaviors, and feeling , 293–294 symptom typology , 307–308 top-down methods , 290, 291
base rate effects , 300–301 de-biasing risk , 305 geographical proximity , 303 probabilistic proximity , 304–305 psychophysical estimation models , 301 social proximity , 303–304 temporal proximity , 303
ROI. See Return on investment (ROI) ROI Analysis of Pharmaceutical Promotion
(RAPP) , 525
S Sales models , 192, 195–197, 458 Sample-dispensing model , 572 Sample response models , 511–512 Sampling. See Pharmaceutical sampling Scott-Levin Associates , 521 SDI. See Surveillance Data Incorporated (SDI) Seemingly unrelated regression estimation
(SURE) , 690 Seeming unrelated regressions (SUR) , 525 Self-coordination , 122 Self-determination theory (STD) , 14, 125
innate psychological needs autonomy , 128 competence , 127 relatedness , 128
intrinsic vs. extrinsic motivation , 126–127 program design features , 125–126, 128 senior management support , 131
organizational support , 130 resource allocation , 129 tangible incentive , 129–130 tolerance for failure , 130 visibility of involvement , 129
SOB. See Source of business (SOB) Social media , 12, 16
AstraZeneca , 483–484 Atkins , 483 benefi ts of , 477–478 BMS , 484 challenges of , 481–482 communications strategies , 497–499 GSK , 483 implications
measuring success (returns) , 500–501 prescriptions, pharmaceutical fi rms ,
501–502 J&J , 483 pharmaceutical companies , 484, 485
Index
767
physicians and patients , 480–481 WOM
attributes of , 487 conceptual framework , 486 fi rm targeting strategy , 488 impact of , 487–488 inference of , 487 methodologies , 490–491 offl ine settings , 485, 486 online settings , 485 pharmaceutical industry , 489–490 research , 492–497 sales funnel , 498 sources of , 487 vs. traditional marketing , 488–489
Source of business (SOB) antidepressant class
distribution by treatment type , 518–519
treatment type distribution , 519 treatment volume distribution ,
517, 518 classifi cation of , 517 defi nition of , 517
Spillover effects across-market spillover , 681 dimensions of , 678 dynamic-perception , 682, 685–686 LBK , 686 prior-perception , 682, 685 R&D efforts , 681 sample analysis
CPI , 690 descriptive statistics , 690, 691 DTCA , 687 ethical drug subcategory , 688 FDA , 687 goodwill stocks , 689–690 regression results , 692 return-on-investment measures ,
693–695 sales model , 689 short-run and long-run elasticities ,
692–693 TV DTCA , 688
strategic interaction , 686–687 types of , 678 umbrella branding , 683–685 under-investment effect , 682–683
STD. See Self-determination theory (STD) Supplemental new drug application (SNDA) ,
231, 261, 262 Surrogate selling strategy , 711, 714–715, 717 Surveillance Data Incorporated (SDI) , 466
T Takeda , 446, 447 Tangible incentives , 127, 129–131 Technological diversity, alliance portfolios ,
151, 154 in pharmaceutical industry , 163–164
biotechnology , 161–162 competing theoretical perspectives ,
157–159 fi rm heterogeneity , 159–161 industry and institutional change , 163 nanotechnology , 162 personalized medicine , 162–163
vs. product market diversity , 156–157 Technology-push model , 23 Tennessee Valley Authority (TVA) , 121–122 Therapy Area Units (TAUs) , 91 Therapy launch
defi nition , 436 Erbitux , 438 KOL , 436 patient opinion leaders , 436–437 patient support organizations , 437
Therapy promotion direct-to-physician channels , 438 fi rm-to-patient communication via mass
media , 442–443 patient adherence programs , 443–445 patient engagement via social media ,
439–442 sales force management , 439
Transaction costs , 59, 63, 705 Triple-i , 123 TVA. See Tennessee Valley Authority (TVA)
U Uniform System of Classifi cation
(USC) , 156 United States Patent and Trademark Offi ce
(USPTO) , 156, 248, 271 University of California , 89 University of Michigan Health System ,
508–509 University of Pennsylvania , 509 User-generated content (UCG) , 484, 487, 559 US National Nanotechnology Initiative , 162
V Vaccines
anti-vaccination information , 409–410 budget competition , 411 Chinese government , 407
Index
768
Vaccines (cont.) competitor shares
regions and countries , 370–371 selected franchises , 371, 372
consumer belief–behavior causality , 410 customers , 374, 375
advocates and opponents , 395–396 anticipated regret , 382 attitude and belief segments , 379–381 consumer vaccination decision process ,
376–377 national medical societies , 387 NITAGs , 386–387 norms , 381–382 past vaccination behavior , 382 perceived and actual behavioral , 382 perceived threat/risk , 378–379 physicians’ vaccination behavior ,
383–384 private and public markets , 376–378 private purchasers , 393–395 public purchasers , 389–393 roles , 374 WHO , 387–389
database , 411–412 entry barriers , 373 fl u vaccines , 367 health care professionals , 409 HPV vaccines , 374 large pharmaceutical companies , 370 leading global vaccine and pharmaceutical
corporations , 368, 369 malaria vaccines , 374 marketing decisions
communication , 404–405 competitive advantage , 397–398 country/region , 396 distributions , 404–405
launching , 401–402 new product development , 399–400 pricing , 402–404, 411 product and branding strategy ,
398–399 market share dynamics , 411 non-vaccination, risks of , 408 polio outbreaks , 408 revenue structure , 368, 370 sales forecasting , 405 types of , 366 vaccine fatigue , 410 vaccine manufacturers, number of , 372
W WHO. See World Health Organization (WHO) Word of mouth (WOM)
attributes of , 487 conceptual framework , 486 fi rm targeting strategy , 488 impact of , 487–488 inference of , 487 methodologies , 490–491 offl ine settings , 485, 486 online settings , 485 pharmaceutical industry , 489–490 research , 492–497 sales funnel , 498 sources of , 487 vs. traditional marketing , 488–489
World Health Organization (WHO) vaccine recommendations , 389 vaccines, prequalifi cation of , 389–390
Z Zyprexa , 278–279, 674
Index
