Innovation and Marketing in the Pharmaceutical Industry For further volumes: http://www.springer.com/series/6164
Series Editor Jehoshua Eliashberg The Wharton School University of Pennsylvania 700 Jon M. Huntsman Hall 3730 Walnut Street Philadelphia, PA 19104-6340 eliashberg@wharton.upenn.edu
Min Ding Jehoshua Eliashberg Stefan Stremersch Editors Innovation and Marketing in the Pharmaceutical Industry Emerging Practices, Research, and Policies
Editors Min Ding Smeal College of Business The Pennsylvania State University University Park, PA, USA School of Management Fudan University, Shanghai, China Jehoshua Eliashberg The Wharton School University of Pennsylvania Philadelphia, PA, USA Stefan Stremersch Department of Business Economics Erasmus School of Economics Erasmus University Rotterdam Rotterdam, The Netherlands IESE Business School Universidad de Navarra Barcelona, Spain ISSN 0923-6716 ISBN 978-1-4614-7800-3 ISBN 978-1-4614-7801-0 (ebook) DOI 10.1007/978-1-4614-7801-0 Springer New York Heidelberg Dordrecht London Library of Congress Control Number: 2013945395 Springer Science+Business Media New York 2014 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. Exempted from this legal reservation are brief excerpts in connection with reviews or scholarly analysis or material supplied specifically for the purpose of being entered and executed on a computer system, for exclusive use by the purchaser of the work. Duplication of this publication or parts thereof is permitted only under the provisions of the Copyright Law of the Publisher s location, in its current version, and permission for use must always be obtained from Springer. Permissions for use may be obtained through RightsLink at the Copyright Clearance Center. Violations are liable to prosecution under the respective Copyright Law. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. While the advice and information in this book are believed to be true and accurate at the date of publication, neither the authors nor the editors nor the publisher can accept any legal responsibility for any errors or omissions that may be made. The publisher makes no warranty, express or implied, with respect to the material contained herein. Printed on acid-free paper Springer is part of Springer Science+Business Media (www.springer.com)
Contents Introduction 1 The Pharmaceutical Industry: Specificity, Challenges, and What You Can Learn from this Book... 1 Min Ding, Jehoshua Eliashberg, and Stefan Stremersch Part I Innovation and the Product Life Cycle 2 Innovation in the Pharmaceutical Industry: The Process of Drug Discovery and Development... 19 Elina Petrova 3 Portfolio Management in New Drug Development... 83 Min Ding, Songting Dong, Jehoshua Eliashberg, and Arun Gopalakrishnan 4 Grassroots Innovation: A Promising Innovation Paradigm for Pharmaceutical Companies... 119 Ulrich A.K. Betz, Nuno Camacho, Michael Gerards, and Stefan Stremersch 5 New Challenges in Alliance Portfolio Management... 149 Stefan Wuyts 6 Evaluating the Impact of Treatment Effectiveness and Side Effects in Prescribing Choices... 171 Tat Chan, Chakravarthi Narasimhan, and Ying Xie 7 The Successful Launch and Diffusion of New Therapies... 189 Vardit Landsman, Isabel Verniers, and Stefan Stremersch v
vi Contents 8 Pharmaceutical Lifecycle Extension Strategies... 225 Eelco Kappe 9 Patent Expiry and Pharmaceutical Market Opportunities at the Nexus of Pricing and Innovation Policy... 255 Dipak C. Jain and James G. Conley Part II Patient and Physician Behavior 10 Risk Assessment: The Consumer as an Intuitive Statistician... 287 Priya Raghubir and Robert Latimer 11 Efficacy Expectations and Adherence: Evidence of Consumer Biases and Heuristics in Pharmaceutical Marketing... 315 Veronika Ilyuk, Caglar Irmak, Thomas Kramer, and Lauren Block 12 Factors Affecting Adherence to Governmental Health Warnings and the Case of Over-the-Counter Cough and Cold Medications (OTC-CCM) in Children Under Two... 345 Talya Miron-Shatz, Glen M. Doniger, and Yaniv Hanoch 13 Vaccine Marketing... 365 Reinhard Angelmar and Pierre A. Morgon 14 Patient Empowerment: Consequences for Pharmaceutical Marketing and for the Patient Physician Relationship... 425 Nuno Camacho 15 Leveraging Peer-to-Peer Networks in Pharmaceutical Marketing... 457 Tulikaa Bhatia 16 Leveraging Social Media in the Pharmaceutical Industry... 477 Venkatesh Shankar and Jiaoyang (Krista) Li Part III Marketing of Pharmaceuticals 17 Understanding Sample Usage and Sampling as a Promotion Tool: State of Industry Practice and Current Research... 507 Xiaojing Dong, Michael Li, and Ying Xie 18 Pharmaceutical Detailing Elasticities: A Meta-Analysis... 531 Shrihari Sridhar, Murali K. Mantrala, and Sönke Albers 19 Marketing Spending Models... 557 Marc Fischer
Contents vii 20 Modeling the Effects of Promotional Efforts on Aggregate Pharmaceutical Demand: What We Know and Challenges for the Future... 591 Jaap E. Wieringa, Ernst C. Osinga, Enar Ruiz Conde, Peter S.H. Leeflang, and Philip Stern 21 Direct-to-Consumer Advertising of Pharmaceuticals: An Integrative Review... 629 Qiang Liu and Sachin Gupta 22 How DTCA Influences Prescription Pharmaceutical Markets... 651 Demetrios Vakratsas and Ceren Kolsarici 23 Spillovers and Other Externalities in Pharmaceutical Marketing... 673 Ramarao Desiraju and Thanh Van Tran 24 Closing the Marketing Strategy-Tactics Gap: An Institutional Theory Analysis of Pharmaceutical Value Chain... 701 Jagdip Singh and Rama K. Jayanti About the Authors... 737 Index... 757