Elements of Pharmaceutical Pricing shows account managers, product managers, marketing researchers, and other practitioners in the pharmaceutical industry how to improve your marketing and pricing skills. By describing the process for reaching pricing decisions and clarifying the environment of pharmaceutical marketing, this book demystifies the area of pharmaceutical pricing and shows how to use prices to capture the value of products instead of lowering their value. Recent pharmaceutical pricing decisions have reflected uninformed, emotional, and short-term thinking. Elements of Pharmaceutical Pricing shows you how to avoid these kinds of decisions, helping you refine your pricing skills and increase your firm's profitability by:
- showing you how to determine the value of a pharmaceutical product
- outlining a pricing philosophy that addresses the politics and problems you'll encounter
- tracing the pricing research process
- examining the role of price in the decision to purchase, prescribe, or use pharmaceuticals
- addressing the challenges facing the industry in the future
