Аннотация
Digital Strategies in the Pharmaceutical Industry is a comprehensive review of the current state of digital innovation, Internet activity and e-business in the life sciences arena. It is an insightful, practical guide for managers planning, developing and implementing e-strategies, especially in pharmaceutical marketing. The authors provide numerous examples of current best practice, drawing on in-depth interviews with pharmaceutical executives, and lay the strategic foundation for using the Internet across the pharmaceutical value chain - from drug discovery to physician promotion to direct-to-consumer marketing. The book provides an in-depth, well-rounded toolkit for developing, planning and implementing Internet projects in pharmaceutical, biotechnology and medical device companies. Each chapter discusses not only the future of an aspect of e-pharmaceutical strategy, but also distils 'take home' messages for immediate implementation. This is a useful and practical resource based on an in-depth review and sustained exploration of the relatively short history of pharmaceutical e-business.
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