Successfully Marketing Clinical Trial Results
Winning in the Healthcare Business
- 220 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
About This Book
In the US alone, pharmaceutical companies spend around $7 billion a year on clinical trials for drugs; all this in a global market where increasing competition and pressure on healthcare financing are both impacting on margins and profitability. One solution for pharmaceutical companies lies within the clinical trials themselves. If only you can communicate the trial findings to the right people, in the right way, you can benefit from this huge investment and add significant value to your product range and your brand. Successfully Marketing Clinical Trials Results is a comprehensive guide for every marketing professional faced with the challenge of using marketing to convert scientific data into sales. The book offers you practical knowledge on how to use medical research data to maximise the revenue from your products. There are sections explaining how to: identify your market and devise your strategy; develop your content and translate data into a message that has impact; use language, layout and illustrations to best effect; communicate internally as well as externally; make best use of the resources available; align your sales force and the external agencies with whom you work; lead the people in the project team; co-operate with the medical researchers, external experts and the press. In this book are answers for everything from how to handle class-effect questions to developing a shared brand vocabulary. There are plenty of vivid examples and real-life applications to reinforce the ideas. Cases studies illustrate solutions to problems; checklists and tips will help to implement the suggestions and recommendations. Günter Umbach has distilled the essence both of 25 years' experience in the healthcare market and of his highly successful seminar series on marketing clinical trials into the professional advice given in this book. The text is accompanied by a CD ROM containing detailed Powerpoint slides supporting e
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Table of contents
- Cover
- Half Title
- Title
- Copyright
- CONTENTS
- Acknowledgements
- To the Reader
- Codes of Practice
- Introduction
- Section 1: Personal Goals and Objectives
- Section 2: Analysing the Market and Devising a Strategy
- Section 3: Developing Your Content
- Section 4: Winning Attention
- Section 5: Making Best Use of Language
- Section 6: Design: Choosing Style
- Section 7: Design: Layout
- Section 8: Designing Diagrams and Charts
- Section 9: Devising Direct Mail That Gets Good Responses
- Section 10: Using Images and Illustrations
- Section 11: Creating Emotional Impact
- Section 12: Improving Your Branding Skills
- Section 13: Adapting to a Professional Role
- Section 14: Becoming More Resourceful
- Section 15: Marketing Internally
- Section 16: Communicating Externally
- Section 17: Maximizing Your Impact
- Section 18: Mobilizing External Support
- Section 19: Developing the Project Strategy
- Section 20: Implementing the Project
- Section 21: Becoming a Project Leader
- Section 22: Action
- SUGGESTED FURTHER READING
- ABOUT THE AUTHOR