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Handbook of Marketing Strategy for Life Science Companies: Formulating the Roadmap You Need to Navigate the Market [Pehme köide]

  • Formaat: Paperback / softback, 201 pages, kõrgus x laius: 234x156 mm, kaal: 344 g, 10 Illustrations, black and white
  • Ilmumisaeg: 01-Jun-2018
  • Kirjastus: Productivity Press
  • ISBN-10: 081537688X
  • ISBN-13: 9780815376880
Teised raamatud teemal:
Handbook of Marketing Strategy for Life Science Companies: Formulating the Roadmap You Need to Navigate the MarketSuurem pilt
  • Formaat: Paperback / softback, 201 pages, kõrgus x laius: 234x156 mm, kaal: 344 g, 10 Illustrations, black and white
  • Ilmumisaeg: 01-Jun-2018
  • Kirjastus: Productivity Press
  • ISBN-10: 081537688X
  • ISBN-13: 9780815376880
Teised raamatud teemal:
Püsilink: https://www.kriso.ee/db/9780815376880.html
Märksõnad:

The proposed book is follows in the same steps as the first book in the series, The Handbook of Market Research for Life Sciences. While the first book focused on the techniques and methodologies to collect the market data you need to evaluate your market as well as presentation models for your data, the second volume will focus more on the commercialization elements of marketing. As such, this book will be covering a wide range of topics directly tied to marketing management such as marketing and commercialization strategies, consumers’ behaviors, marketing metrics, pricing techniques and strategies as well as marketing communications (public relations, advertising, and more).

The objective of this book is to focus exclusively on the marketing aspects for life sciences, providing entrepreneurs with a toolkit of tools they can use throughout the marketing process, from market planning to commercialization. The overall objective is for them to gain an understanding on the marketing function, ask the right question, and be able to tackle simple to complex topics.

List of Figures xiii
List of Tables xv
Preface xvii
Introduction to Marketing Strategy xxi
Author xxix
1 Marketing Strategy Road Map 1(6)
1.1 Planning toward Strategy
1(1)
1.2 Planning Your Marketing Strategy
2(5)
1.2.1 Performing Market Research
2(2)
1.2.1.1 Planning Your Data Collection
3(1)
1.2.1.2 Overview of Market Research Tools
3(1)
1.2.2 Situation Analysis
4(1)
1.2.2.1 Internal Analysis
4(1)
1.2.2.2 External Analysis
4(1)
1.2.3 Developing a Marketing Strategy
5(1)
1.2.4 Implementation and Control Mechanisms
5(1)
1.2.5 Final Notes
6(1)
2 Overview of Market Research 7(22)
2.1 Basic Market Research Concepts
8(3)
2.1.1 Primary and Secondary Market Research
8(1)
2.1.2 Quantitative and Qualitative Data
8(2)
2.1.3 Miles-Wide versus Deep Dive Research
10(1)
2.2 Preparing Your Market Research Plan
11(1)
2.3 Collecting Data-Primary Research
12(5)
2.3.1 Data Collection Methods
13(4)
2.3.1.1 In-Depth Interviews
13(1)
2.3.1.2 Focus Groups
14(2)
2.3.1.3 Online Surveys
16(1)
2.4 Secondary Research
17(8)
2.4.1 Active Secondary Research
18(4)
2.4.1.1 Popular Sources of Data Online
19(1)
2.4.1.2 Using Search Engines to Look for Information
20(2)
2.4.2 Passive Secondary Research
22(2)
2.4.3 Internal Secondary Data
24(1)
2.5 A Few Words on Ethics and Market Research
25(1)
References
26(3)
3 Situation Analysis 29(62)
3.1 Internal Analysis
30(10)
3.1.1 Assessing Your Corporate Vision and Mission Objectives
31(1)
3.1.2 Assessing Your Current Capabilities
32(2)
3.1.3 Assessing Your Company's Business Model
34(5)
3.1.4 Some Final Notes on Internal Situation Analysis
39(1)
3.2 External Analysis
40(45)
3.2.1 Customer Analysis
40(17)
3.2.1.1 Understanding the Customer's Decision-Making Process
41(3)
3.2.1.2 The Client Ecosystem
44(6)
3.2.1.3 What Does My Customer Want?-Using the Kano Model to Understand Your Customer
50(2)
3.2.1.4 Identifying Customer Behavior
52(2)
3.2.1.5 Building Customer Profiles
54(1)
3.2.1.6 Some Final Notes on Customer Behavior
55(2)
3.2.2 Competitor Analysis
57(11)
3.2.2.1 Preparation
58(3)
3.2.2.2 Identify Key Competitors
61(1)
3.2.2.3 Evaluate Your Competitors
61(5)
3.2.2.4 Getting Information on Competition
66(2)
3.2.2.5 Final Notes on Competition
68(1)
3.2.3 Market Analysis
68(8)
3.2.3.1 Market Size Estimation-The TAM-SAM-SOM Model
68(5)
3.2.3.2 Market Forecasting
73(3)
3.2.3.3 Final Notes on Market Analysis
76(1)
3.2.4 Environmental Analysis
76(9)
3.2.4.1 Microenvironment-Porter's Five Forces
77(3)
3.2.4.2 Macro-Environment-The SLEPT Model
80(2)
3.2.4.3 Building a SLEPT Model
82(3)
3.3 Classifying Outputs: From SWOT to TOWS
85(5)
3.3.1 The SWOT Model
85(6)
3.3.1.1 The Four Elements of a SWOT Model
86(2)
3.3.1.2 Developing Strategy Applications-From SWOT to TOWS
88(2)
3.4 Concluding Remarks
90(1)
References
90(1)
4 Developing a Marketing Strategy 91(54)
4.1 Selecting Your Marketing Strategy Vision
91(4)
4.1.1 Strategic Commitment
92(1)
4.1.2 Strategic Opportunism
93(2)
4.1.3 Strategic Adaptability
95(1)
4.2 Choosing Your Marketing Model-What Type of Company Are You?
95(6)
4.2.1 The Classical Company Models
96(3)
4.2.1.1 The Production Model
96(1)
4.2.1.2 The Product-Focused Model
97(1)
4.2.1.3 The Selling Model
97(1)
4.2.1.4 The Marketing Model
98(1)
4.2.2 Modern Marketing Concepts
99(2)
4.2.2.1 Relationship Marketing
99(1)
4.2.2.2 Integrated Marketing
100(1)
4.2.2.3 Internal Marketing
100(1)
4.3 Creating, Adapting, and Implementing Strategy
101(13)
4.3.1 Determining Your Target Market-Segmentation
101(1)
4.3.2 Strategies Based on Products and Market
102(8)
4.3.2.1 Market Penetration
103(2)
4.3.2.2 Market Development
105(2)
4.3.2.3 Product Development Strategies
107(1)
4.3.2.4 Product Diversification
108(2)
4.3.3 Marketing Strategies Based on Competitive Advantage
110(4)
4.3.3.1 Cost Leadership
111(1)
4.3.3.2 Differentiation
112(2)
4.3.3.3 Cost and Differentiation Focus
114(1)
4.4 Developing the Marketing Mix
114(24)
4.4.1 Product
115(6)
4.4.1.1 Key Product Decisions
115(1)
4.4.1.2 Measuring Product-Market Fit
116(1)
4.4.1.3 Making Key Product Decision- The ICE Score
117(2)
4.4.1.4 Building a Better Product-The Hook Model
119(2)
4.4.2 Pricing Strategy
121(5)
4.4.2.1 Cost-Based Pricing
121(1)
4.4.2.2 Competitive-Based Pricing
121(1)
4.4.2.3 Customer Value-Based Pricing
122(1)
4.4.2.4 Price Skimming
122(1)
4.4.2.5 Freemium Pricing
123(1)
4.4.2.6 Other Considerations for Your Pricing
123(3)
4.4.3 Promotion Strategy
126(6)
4.4.3.1 Objectives of Your Promotion Strategy
126(1)
4.4.3.2 Promotional Tools
127(2)
4.4.3.3 Choosing Your Promotional Message and Channel
129(1)
4.4.3.4 Choosing Your Promotional Tools: The Bullseye Framework
130(2)
4.4.4 Distribution Strategy
132(6)
4.4.4.1 Factors to Choose Your Distribution Strategy
133(1)
4.4.4.2 Different Types of Distributions
134(4)
4.4.4.3 Specific Considerations for Distribution in Life Sciences
138(1)
4.5 The Role of Digital Marketing
138(4)
4.5.1 Driving Traffic
139(1)
4.5.2 Selling Products Online
140(1)
4.5.3 Digital Marketing in Action-The Pirate Metrics: "AARRR!"
141(1)
References
142(3)
5 Marketing Strategy Implementation and Control 145(10)
5.1 Implementation
146(5)
5.1.1 Implementation versus Strategy
146(1)
5.1.2 Implementation Plan
147(2)
5.1.3 Barriers to Successful Implementation of Marketing Strategy
149(2)
5.1.3.1 External Pressures of the Organization
149(1)
5.1.3.2 Internal Pressures of the Marketing Function
150(1)
5.2 Control Elements
151(4)
5.2.1 Implementation of Control Processes
152(1)
5.2.2 Barriers to the Successful Implementation of Control Procedures
153(1)
5.2.2.1 Inadequate Monitoring
153(1)
5.2.2.2 Inadequate Targets
153(1)
5.2.2.3 Management by Exceptions
153(1)
5.2.2.4 Cost and Complexity
153(1)
5.2.3 A Word of Caution on Control Systems
154(1)
6 Marketing Metrics 155(16)
6.1 Why Use Metrics?
156(1)
6.2 Some Pre-revenue Ratios
156(4)
6.2.1 Sales Force Coverage
156(1)
6.2.2 Break-Even Analysis
157(3)
6.3 Ratios to Measure Sales Effectiveness
160(4)
6.3.1 Return on Sales
160(1)
6.3.2 Advertising-to-Sales Ratio
160(1)
6.3.3 Customer Acquisition Cost
161(1)
6.3.4 Marketing Percentage of CAC
161(1)
6.3.5 Average Retention Cost
162(1)
6.3.6 Lifetime Customer Value
162(2)
6.4 Digital Marketing Metrics
164(4)
6.4.1 Traffic Metrics
164(2)
6.4.1.1 Overall Site Traffic
165(1)
6.4.1.2 Monitoring the Source of Web Traffic
165(1)
6.4.1.3 Monitoring the Paid Traffic
166(1)
6.4.2 Conversion Metrics
166(2)
6.4.3 Revenue Metrics
168(1)
6.5 Final Notes
168(3)
7 Discussion on Unique Perspectives 171(14)
7.1 Marketing in Life Sciences
171(3)
7.2 Marketing Health-Care Services
174(5)
7.2.1 Difference between Services and Products
174(1)
7.2.2 Developing Marketing Strategies for Health-Care Services
175(4)
7.3 Marketing Health-Care Digital Products
179(5)
7.3.1 Developing Marketing Strategies for Digital Products
180(2)
7.3.2 Issues with Health-Care Digital Products
182(2)
7.4 Final Notes
184(1)
Reference
184(1)
8 Final Thoughts 185(4)
Bibliography and Further Reading 189(4)
Index 193
Jean-Francois Denault is a Canadian consultant specializing in marketing projects and competitive intelligence. His past clients include advertising agencies, marketing research firms, government agencies and private companies. He has global experience with projects in Europe, Asia, Middle East and North America.









Mr. Denault specializes with companies in Life Sciences (biotechnology, pharmaceuticals, medical devices, nutraceuticals and healthcare). He has worked with over 25 life science startups since starting his consulting business in 2003, as well as a number of large corporations, government agencies and life science associations. He holds an executive MBA (specialization in life science), and a graduate degree in communication. He has also completed degrees include a graduate degree in consulting management, a bachelor degree in international commerce, a certificate in financial analysis and an undergraduate degree in East Asian studies.