In today's rapidly evolving pharmaceutical and biotech industries, effective marketing plays a crucial role in ensuring that the right drug reaches the right patient. This book offers a transformative journey into the heart of strategic marketing in the biopharmaceutical industry, with a special focus on specialty medicines. It provides a wealth of insights, concepts, frameworks, definitions, and examples that transcend industry boundaries, offering a roadmap for success to marketers in biopharmaceuticals, making it highly relevant for the MedTech sector as well.
The book delves deeply into strategic topics such as strategic analysis, forecasting, customer segmentation, pre-launch readiness, launch execution, strategic brand planning, portfolio management, life cycle management, and communication strategy. It leaves no stone unturned in its mission to unlock the secrets of strategic marketing and optimize the value of any product for internal and external stakeholders. By combining commonly used industry concepts and tools in a step-by-step approach, the book introduces new, pioneering models focused on innovation management, portfolio strategy, and life cycle management.
While the book does not cover operational aspects such as promotion or education tactics, it provides a solid foundation in the strategic principles that underpin these tactics.
Whether readers are novices eager to learn or seasoned professionals seeking fresh perspectives, this book offers a comprehensive and insightful exploration of strategic marketing principles essential for success in today's competitive landscape. With its wealth of resources and practical guidance, it serves as an indispensable companion on the path to strategic marketing excellence in the life sciences industry.
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Contents:
- The Functions of Marketing
- Specialty Medicines Definitions
- Strategic Analysis
- Pre-Launch Readiness
- Stakeholders Identification and Segmentation
- Launch Execution
- Brand Planning
- Portfolio Management
- Life Cycle Management
- Key Performance Indicators & Metrics
Readership: Primary markets: All levels of marketers (from novice to executive) in the life science industry. Secondary markets: Advanced undergraduate and graduate students in biopharma and medtech industry management and in biopharma and medtech marketing. Graduate students in pharmaceutical chemistry and biotechnology who consider a career in the industry.
"From theory to actual practice this book is bringing marketing in the specialty biopharma industry to its next level with inspiring best practice examples and insightful actionable models. A fantastic guide for whoever is involved in the biopharma products commercialization as well as for line managers who wants to test the robustness of their team plan and strategies. Kudos to Radenne for coming up with such a practical handbook which I am confident will bring success to whoever will leverage its thoughtful teaching."
Alexandre de Muralt, M.St.
Senior Vice President Asia Pacific Healthcare
Merck KGaA, Singapore
"What truly sets this book apart is its unwavering focus on practicality and applicability. While many marketing guides offer theoretical frameworks, this one goes the extra mile by providing actionable marketing models tailored specifically to the intricacies of specialty medicines. Whether it's optimizing value proposition and brand positioning or devising life cycle management plans, readers will find themselves equipped with the knowledge and tools needed to thrive in this complex environment."
Mr Per Helbo, MSc, MBA
Vice President
Rare GI, Global Product & Launch Strategy
Takeda Pharmaceuticals
"This is an invaluable resource for biopharma marketers at all levels. Radenne's extensive industry experience shines through in this comprehensive guide, offering practical insights and innovative strategies for navigating the unique challenges of specialty medicines."
Mrs Petra Molan, PharmD, MSc
Chief Commercial Officer
Mundipharma
"This book is an indispensable guide for navigating the landscape of specialty medicines marketing with practical insights and actionable strategies. With a direct style, it is a comprehensive resource that delves into the nuances of strategic marketing, providing real-world examples and best practices tailored to the unique challenges of specialty medicines."
Dr Anton-Giulio Manganelli
Director, MSc in Pharma & Biotech Management
EADA Business School
Franck Radenne is an accomplished commercial professional with over 25 years of experience in the life sciences industry. With a Master's in Cellular and Molecular Engineering and an MBA from ESCP Business School, Franck has always been passionate about the intersection of science and business. His career has taken him across different companies, such as Roche, Abbott, Merck, Shire, Takeda, and Pfizer, where in recent years, Franck has focused on leading global marketing and commercial excellence. In 2023, he published an eBook titled Strategic Marketing for Specialty Medicines. In 2024, he began teaching Biopharmaceutical Marketing at EADA Business School.
