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Building Global Biobrands

Taking Biotechnology to Market

Publication Date   September 2003
Publisher   Simon & Schuster
Product Type   Book
Pages   352
ISBN Number   074322244X
Product Code   SSH002
 Building Global Biobrands
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Price £25.00

approximately: $44 | €32

Summary


From medicine and defense to food and cosmetics, biotechnological breakthroughs are creating huge new global market opportunities as well as unprecedented challenges. Companies from mega-pharmaceuticals to infotech giants and biotech start-ups must radically rethink their business models. In the first book on the business of biotechnology, Françoise Simon and Philip Kotler combine their biotechnology and marketing ex-pertise to show managers how to innovate with bionetworks, win customers with biobrands, and create sustainable advantage worldwide.

Simon and Kotler explain in clear nontechnical prose how innovation in the new biosector will be driven by a web of cross-industry collaborations, and in particular by three transforming forces: information technology, consumerism, and systems biology. With timely industry cases, the authors demonstrate that by capitalizing on these forces, companies from Hitachi and Siemens to Amgen and Pfizer could become the biotech leaders of the coming decades.

The chapters on building and sustaining biobrands are the centerpiece of this indispensable book. Simon and Kotler present a powerful framework that will enable any manager to redefine and transform traditional models into a new branding paradigm: the global "targeted" model as an alternative to the global "mass market" model. The authors illustrate how each of these models has proven successful in launching such blockbuster drugs as Viagra, Lipitor, Rituxan, and Gleevec.

Relevant to all industries impacted by biotechnology from consumer goods to industrial products, Building Global Biobrands is essential reading for every manager, marketer, analyst, and consultant who must understand the Biotech Century.

Content


Acknowledgments

Foreword

Preface

Book Approach

Research Methodology


PART ONE: NAVIGATING THE GLOBAL BIOSECTOR


Chapter 1 The New Bio Marketspace

Economic Impact of Biotechnology
Innovation Timeline
Global Reach of Biotechnology
Cross-Industry Scope of Biotechnology

Chapter 2 Transforming Forces in the Biosector

Information Technology
Consumerism
Systems Biology

Chapter 3 Innovating with Bionetworks

Pharmaceutical Innovation Gap
Biosector Restructuring: Mergers and Acquisitions
Networking Strategies
Building Network Equity

PART TWO: LEVERAGING THE POWER OF BIOBRANDS


Chapter 4 Formulating Biomarketing

Leveraging the Scope of Biobrands
Determining the Reach of Biomarketing
Redefining Disease and Therapies
Formulating Biomarketing
Targeting New Segments

Chapter 5 Building Biobrands

Developing Market-Driven Brand Profiles
Implementing a Dual Branding Model
Global Targeted Model: From Rituxan to Gleevec
Global Mass Market Model: Lipitor
Global Brand-Building Strategies

Chapter 6 Sustaining Global Biobrands

Managing Portfolios and Timelines
Growing Franchises
Growing Brands

Chapter 7 Renewing Biobrands

Renewing Franchises
Renewing Brands: Leveraging Patents
Renewing Brands: Changing Product Status

PART THREE MEETING THE GLOBAL CHALLENGE


Chapter 8 Balancing Access and Price

Biopharma Economics
Regulation Dynamics

Chapter 9 Biopricing Strategies

Managing the Pricing Timeline
Deciding the Global Pricing Policy
Designing a National Pricing Strategy
Developing a Product/Segment Strategy
Building Customer-Focused Brand Value

Chapter 10 Linking Online and Offline Strategies

Structure of E-Health
Global Internet Trends
Integrated Value Chain Strategies
Conclusion
Navigating the New Bio Marketplace
Leveraging the Power of Biobrands
Meeting the Global Challenge

Chapter Notes


Glossary


Index