Front; Title Page; Preface; Contents; Chapter 1- Traditional Approaches to Brand Planning: The Disconnect Between Product Strategies and Commercial Evaluations; Chapter 2- Dynamic Modeling Approach to Brand Planning: Operationally Understanding Key Marketplace Dynamics; Chapter 3- The Dynamic Modeling Language; Chapter 4- Patient Flow Sector of the Standard Template Dynamic Model; Chapter 5- Extensions of the Standard Template; Chapter 6- Data for the Standard Template Dynamic Model; Chapter 7- Specific Models of Patient Flow Dynamics
Summary
This didactic guide discusses the complexities faced by many pharmaceutical firms and explains how dynamic modeling effectively addresses these problems in a systematic way. The positive effects of this method are supported by articles from recent business publications, literature reviews, definitions sections, and collectable market-level data. Dynamic modeling is also compared and contrasted with other existing techniques to give the reader background information and context before initiating a plan
