Healthy Skepticism Library item: 14555

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Journal Article

Kvesic DZ.
Product lifecycle management: marketing strategies for the pharmaceutical industry
Journal of Medical Marketing 2008 Oct 1; (8):293–301
http://www.palgrave-journals.com/jmm/journal/v8/n4/abs/jmm200823a.html

Abstract:

This paper reviews the conventional and more novel approaches to managing and extending the lifecycle of pharmaceutical products. In the context of stringent marketing regulations and an increasingly competitive landscape, greater emphasis will need to be placed on when and how each phase of a product’s lifecycle is managed in order to maximise return on investment. This paper describes each of the lifecycle management strategies currently practiced, when and how they might be used, and provides selected examples of implementation.

Keywords:
brand loyalty, divestiture, indication expansion, lifecycle, reformulation, strategies