Marketing Planning For Life Science Businesses

Marketing Planning for Life Science Companies describes a new and practical approach to planning for pharmaceutical, biotech, and other life science business. The book focuses on the needs of product managers and their planning teams, both globally and in-country, together with the financial and commercial managers who organise and integrate a company's business plan. It will also be of value to investment analysts who follow the industry, and students of life science management. It adapts traditional marketing techniques to the scientific, economic and organisational developments that are revolutionising the delivery of healthcare on a global scale. It demonstrates how life science companies need to adapt their business models and marketing methods to thrive in this new environment. The techniques and tools described have been developed and tested in practice with several major life science companies, across a wide range of products, in both developed and emerging company markets.