Building Global Biobrands: Taking Biotechnology to Market

Françoise Simon and Philip Kotler provide us a concentrate analyse stressed on key-moving-drivers on the Bio-sector. They gave us a wide overview, from R & D leading trend to Marketing implementation and License & Acquisition Business. The two main strengths of this book are the numerous real case studies exposed and the international insight of the whole study(including Europe and Japan).This book will interest Executives involved in Business Development, Bio-strategy or smart fox wondering what the Bio-sector will look in the fast coming years. This book is different because exhaustive and balanced between Biotech and Big-Pharmas Business model. A unique tool to keep and read again!

This is a very smart book: it is valuable for professionals in all aspects of health care who seek an insight into the global pricing and marketing of medical therapies.Though not biological scientists, Simon and Kotler impart their treatise with a savvy academic outlook blended with lessons learned in the consulting arena. The authors show an amazing scholarship. They combine knowledge derived from personal acquaintance with key players in the biotechnology and classical pharmaceutical industry with an understanding of the medical applications and implications of drug therapies to weave a rich tapestry of a very complex topic. Their view ranges from:· a discussion of the history, politics and costs of biotechnologic research; · the pricing of new drugs to allow both access and cost recovery (Novartis' introduction of GleevecR);· the evolution of Big Pharmas' ( e.g. Pfizer, Merck) alliances with smaller bio-tech firms to find innovative therapies, to the techniques used to maintain brand franchises as patent protection is lost. (Over-the-counter Advil remains a viable brand.)They are able to keep readers' interest high by providing concise and lively vignettes of many developments in the history of drug introduction and marketing. Among these, they cite:· Pfizer's promotion of late-entrant LipitorR to become the victor in the statin "races"; · Johnson & Johnson's brilliant recall of TylenolR following deaths due to product tampering and its ability to maintain the brand's prominence for over 30 years; and · Pfizer's consumer-driven shaping of the market for ViagraR by creating erectile dysfunction as a new clinical entity.The future appears to be in the realm of biotechnology with strong BigPharma participation. Whatever the new environment, the basic principles of marketing described in this volume will hold true.

Building Global Biobrands is slated to become an instant classic. This book is nothing short of phenomenal. It gives a comprehensive yet cogent description and assessment of the state of biotechnology and global markets. The authors' conception, approach, and arguments are structured and presented in a manner as innovative and attention-grabbing as biotechnology itself. Simon and Kotler focus the core of the book on the new marketing models companies need to support the rise of personalized medicine. They illustrate their concepts with a wealth of biotech and pharma cases, from Botox to Viagra.Executives and analysts in biotech, pharmaceuticals, and information technology, as well as business school professors and students, will find Building Global Biobrands indispensable---now and in years to come.

The book provides an excellent overview of bio/pharmaceutical marketing and branding. It's got a wealth of charts, graphs and tables that incorporate classic marketing strategies with specific biopharmaceutical applications. Many broad topics--global pharmaceutical pricing, leveraging R & D pipeline, effective targeting and segmenting.Contains a wealth of real-world examples and cases. This is a useful text for Graduate Biotechnology Marketing students, or as a resource for anyone moving into biopharmaceutical marketing.