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Beyond KOL management: Communities of practice as a new perspective on pharmaceutical market penetration
Submitted by pragmedicljb on Sun, 31/07/2011 - 21:38
Pharmaceutical marketers have traditionally relied heavily on the diffusion of innovation model and the associated idea of the key opinion leader. However, these ideas are strongly rooted in consumer markets and have little empirical support in the complex, professional decision making process typical of pharmaceutical markets. This article, co-authored with senior staff from Cegedim, considers as an alternative the concept of communities of practice model and discusses the implications of this for future research and the practice of pharmaceutical marketing.
JMM Research Watch Vol 9.3
Submitted by pragmedicljb on Thu, 17/09/2009 - 11:34
A review of current research for medical marketers. Journal of Medical Marketing volume 9.3
The Key to Success
Submitted by pragmedicljb on Thu, 17/09/2009 - 11:32
Pharmaceutical Marketing Europe feature article that discusses the effective management of an increasingly complex network of Key Opinion Leaders.
Good Idea In Theory
Submitted by pragmedicljb on Thu, 17/09/2009 - 11:30
Theory has a bad name among marketers. As the antonym to practical or realistic, it has become a pejorative term that we use to disparage any idea we think has little value. Yet, when we belittle it, we discard a wealth of management research that can, if used properly, make a real difference in business.
Self Promotion
Submitted by pragmedicljb on Thu, 17/09/2009 - 11:28
Marketers should apply strategic marketing tenets to personal development for more lucrative and fulfilling careers.
Across the Breadth
Submitted by pragmedicljb on Thu, 17/09/2009 - 11:27
A selection of recent academic research that illustrates the huge breadth of topics that marketers are expected to understand - covering everything from branding to forecasting, key account management (KAM) to outsourcing R&D, even war-gaming! (Part of the Research Roundup series in Pharmaceutical Marketing.)
Ask the Oracle
Submitted by pragmedicljb on Thu, 17/09/2009 - 11:24
Most of the practical problems faced by pharmaceutical marketers have been answered, at least in part, by published academic research. (Part of the Research Roundup series in Pharmaceutical Marketing)
Papers about strategy across all industries
Published articles that address significant issues concerning strategic marketing planning.
Papers about strategy in medical markets
Published articles that address the challenges facing strategy makers in the increasingly complex and turbulent environment of medical marketing.
ResearchWatch
Dr Brian Smith reviews current marketing and business management research with relevance to medical markets. For more articles from the Journal of Medical Marketing, please visit the Palgrave website.