About the Authors

Sönke Albers is Professor of Marketing and Innovation and Dean of Research at Kühne Logistics University in Hamburg, . Up to 2010, he served more than 20 years as Professor of Innovation, New Media, and Marketing at Christian- Albrechts-University at Kiel, Germany. He holds a Ph.D. in Operations Research from University of Hamburg. He is Fellow of the European Marketing Academy and served as President of the German Academic Association for Business Research which comprises nearly all 1800 business professors in Germany, Austria, and Switzerland. His research interests are lying in the areas of marketing planning and sales management. He is author of about 150 articles in international and German journals such as Marketing Science, Journal of Marketing Research, and International Journal of Research in Marketing and published over 10 books. He is editor-in-chief and department editor Marketing of BuR—Business Research and on the editorial boards of the International Journal of Research in Marketing and other journals. He works with pharmaceutical companies on deployment issues and budgeting. For his work with he won the ISMS-MSI Practice Prize Competition in 2010. Reinhard Angelmar (“ Marketing”) is Emeritus Professor of Marketing and the Salmon and Rameau Fellow of Healthcare Management, Emeritus, at INSEAD, Fontainebleau. He received his M.B.A. and Ph.D. from Northwestern University. His articles have appeared in the Journal of Marketing Research , Journal of Industrial Economics , Journal of Marketing , and others. With a long- standing interest in pharmaceuticals, he has worked with companies such as Abbott, Amgen, AstraZeneca, Bristol-Myers Squibb, Johnson & Johnson, Novartis, Novo Nordisk, Pfi zer, Roche, Sanofi Pasteur, and Takeda. He has also carried out assign- ments as an expert in litigations between pharmaceutical companies. Ulrich A.K. Betz is Director, Head of the department Innovation and Entrepreneurship Incubator at Merck , a division of Merck KGaA. In this function he is responsible for global innovation management at . For example, he designed and implemented a Merck wide innovation initiative with global idea sourcing and enablement in an entrepreneurial context and an

M. Ding et al. (eds.), Innovation and Marketing in the , 737 International Series in Quantitative Marketing 20, DOI 10.1007/978-1-4614-7801-0, © Springer Science+Business Media New York 2014 738 About the Authors innovation incubator under direct board governance, initiated the Merck Serono Innovation Cup and started a comprehensive open innovation and crowd sourcing platform. Before taking over this responsibility he was leading the department Strategic Innovation and Research Portfolio Management in Merck Serono Discovery Research. In this function he was responsible for portfolio management, alliance management, and scouting and business development in discovery and was coordi- nating various senior management committees. Dr. Betz joined Merck in June 2005 as the Global Operations Manager for the Executive VP Preclinical R&D. In this function he was responsible for the global annual budgeting at Preclinical R&D Merck Pharma Ethicals. During post-merger integration he coordinated the design of the new drug discovery process and mile- stone criteria after the acquisition of Serono. Prior to joining Merck, he worked 7 years for Bayer AG in various scientifi c and managerial positions in Pharma Research, including as the strategic assistant of the global Head of Pharma R&D at Bayer HealthCare. He designed and implemented the Pharma Research Science & Technology Award and closed biotech part- nering deals to identify new drug targets. One of the drug discovery projects which Dr. Betz has initiated in the area of anti-infectives has moved forward to clinical phase III. Another one is in clinical phase II. Dr. Betz received his Ph.D. in functional genomics and immunology from the University of Cologne and his diploma in biochemistry and physiological chemistry from the University of Tübingen. Dr. Betz is author and coauthor of more than 70 publications (e.g., Cell, Nature Medicine) and patents. He is married and has three children. Tulikaa Bhatia was an assistant professor at Rutgers University at the time of writing this book chapter. She has since then joined the industry and is working on putting her ideas into practice. Dr. Bhatia has more than 10 years of pharmaceutical experience, both in industry and academia, on core business issues to identify and capture top-line growth opportunities. She is the author of several publications in top peer-reviewed journals such as Journal of Marketing Research and the International Journal of Research in Marketing . Dr. Bhatia’s areas of expertise are physician decision making, identifying and measuring peer-to-peer network infl u- ence, and sales promotion effectiveness. Dr. Bhatia received her Doctorate in Marketing from Kellogg School of Management, Northwestern University. She has a degree in Computer engineering from Birla Institute of Technology, Mesra, and an M.B.A. from Indian Institute of Management Calcutta. Lauren G. Block is the Lippert Professor of Marketing at the Zicklin School of Business, Baruch College. She received her Ph.D. in marketing from Columbia University and her M.B.A. from Emory University. Prior to Baruch, Dr. Block was on the faculty of New York University’s Stern School of Business. Dr. Block’s work is primarily in areas of health-persuasion, health-goal achievement, and food well- being. Her research examines how integrated communications can be most effec- tively utilized to change consumer health-related attitudes and behavior. Current research focuses on how best to use marketing tools, like food labeling and product About the Authors 739 packaging, to facilitate healthier lifestyle decisions. Her work in these areas has been published in our fi eld’s major journals, such as Journal of Public Policy & Marketing , Journal of Marketing Research , Journal of Consumer Research , Journal of Consumer Psychology, and American Journal of Public Health. Dr. Block is a current Associate Editor for the Journal of Public Policy & Marketing , and the Journal of Consumer Research. She also serves on the Ad Council Research Committee. Dr. Block teaches doctoral level, M.B.A., and undergraduate courses in Marketing Management and Consumer Behavior. She has been the Marketing core faculty in Baruch’s distinguished Baruch/Mt. Sinai Graduate M.B.A. program in Health Care Administration since 2003. She was the recipient of the 2008 Richard W. Pollay Prize for Intellectual Excellence of Research on Marketing in the Public Interest. Nuno Camacho is Assistant Professor of Marketing at the Erasmus School of Economics, Erasmus University Rotterdam (the Netherlands). His research interests include behavioral modeling (i.e., building econometric models to study individual and joint consumer decision processes) and behavioral economics applied to mar- keting. In terms of substantive focus, he has been working on topics in pharmaceuti- cal and health marketing and in several projects in the life sciences industry. He has worked on topics related to the adoption of new therapies (e.g., modeling the diffu- sion of AstraZeneca’s Symbicort in the Netherlands, and its competition with GlaxoSmithKline’s Seretide/Advair), patient adherence to doctors’ advice across 17 different countries and several therapeutic areas, and patients’ propensity to request drugs by name (also in different countries). He has also been involved—for instance, through case writing and preparation of case-based sessions—with mana- gerial challenges faced by many companies within the life sciences industry (such as AstraZeneca, Bayer, Biocon, Elli Lilly, Genomic Health, Genzyme, Medicines Company, Merck Serono, Parexel, PatientsLikeMe, and Sanofi -Aventis). Tat Chan is an Associate Professor of Marketing at the Olin Business School, Washington University in St. Louis. He received a Ph.D. in Economics at Yale University in 2001. His research interests are in empirical modeling consumer choice and fi rm competition using econometric methodologies. He has conducted various research projects in the domain of pharmaceutical marketing, with topics on detailing, clinical trials, physician, and patient learning of the effectiveness and side effects of new drugs. Some of the research has been published in top journals such as Journal of Political Economy and Management Science. James G. Conley serves on the faculty of the Kellogg School of Management and the McCormick School of Engineering at Northwestern University. He is a faculty contributor in the Kellogg Center for Research in Technology & Innovation and serves as a Faculty Fellow at the Segal Design Institute. Beyond academia, he served as an appointed member on the USA Department of Commerce Trademark Public Advisory Committee and is a Charter Fellow of the National Academy of Inventors. His research investigates the strategic use of intangible assets and intellectual prop- erties to build and sustain competitive advantage. This research is informed by the 740 About the Authors practice of inventing and licensing his portfolio of patents that have been litigated and licensed to many fortune 500 companies in the USA, Europe, and . He has served as a consultant to fi rms such as Caterpillar, Sony, Eisai Ltd., Amsted Industries, Honda Motors Ltd., Black & Decker, Microsoft, Intuit, Stihl Inc., Elevance, Dupont, Samsung, and others. Ramarao Desiraju is Professor of Marketing at the University of Central Florida (UCF). He received a B.Tech. in electronics engineering from the Indian Institute of Technology, Madras, and a Ph.D. in Marketing from the University of Florida. He uses quantitative models and techniques to understand the optimality of alter- native marketing strategies; in the context of the pharmaceutical industry, his research has examined competitive interactions among manufacturers in the anti- depressant, anti-histamine, and anti-viral categories. Some of his work on the above issues has appeared in Marketing Science , Journal of Marketing , Management Science , Journal of Economics and Management Strategy , Production and Operations Management , International Journal of Research in Marketing , Journal of Retailing , and Marketing Letters . Ramarao received the 1999 MSI/H Paul Root Award for the best paper in the Journal of Marketing , the 2003 William R. Davidson award for the best paper in the Journal of Retailing, and he is a co-winner of the 2002 “MSI Competition–Journal of Marketing Special Section: Linking Marketing to Financial Performance and Firm Value.” He serves on the editorial boards of the Journal of Retailing , Marketing Letters , and the Journal of Business - to - Business Marketing . He is a recipient of the 2009 Best Reviewer Award from the Journal of Retailing and in 2010 has been nominated for the university wide Award for Faculty Excellence in Mentoring Doctoral Students at UCF. Min Ding is the Smeal Professor of Marketing and Innovation at Smeal College of Business, the Pennsylvania State University, and Advisory Professor of Marketing, School of Management, Fudan University. Min received his Ph.D. in Marketing (with a second concentration in Health Care System) from Wharton School of Business, University of Pennsylvania (2001), his Ph.D. in Molecular, Cellular, and Developmental Biology from the Ohio State University (1996), and his B.S. in Genetics and Genetic Engineering from Fudan University (1989). His work endeavors to provide theories and tools that have signifi cant value to the practice of marketing, and more generally, economic development in human context. He enjoys working on problems where potential solutions require substan- tial creativity and major deviation from the received wisdom. Min received the Maynard Award in 2007, Davidson Award in 2012, and his work has also been voted as Paul Green Award fi nalists (2006 and 2008) and O’Dell Award fi nalist (2010). He has worked with many companies, including those in the pharmaceutical industry, and taught executive courses in the United States and China. He is V.P. of membership for the INFORMS Society for Marketing Science (ISMS). He is the series editor of Springer’s Perspective on Sustainable Growth. He is a diehard trekkie, and author of The Enlightened, a novel. About the Authors 741

Songting Dong is a Research Fellow and Senior Lecturer in Marketing at the Research School of Management, the Australian National University. He received his Bachelor’s and Doctor’s degree of Management (both with distinctions) from Tsinghua University. Part of his Ph.D. training was undertaken at the Smeal College of Business at the Pennsylvania State University. His research interests include improving portfolio management in new product development, designing new methods to measure consumer preferences, decision rules, and loyalty, and fi nding insights in customer loyalty, satisfaction, and brand equity. His papers have appeared in or been accepted by journals such as Journal of Marketing Research, Journal of Product Innovation Management, and International Journal of Research in Marketing. Xiaojing Dong is Assistant Professor at the Leavey School of Business at Santa Clara University. She currently teaches Principles of Marketing for the Undergraduates and Marketing Analytics for the MBA program. Her research in Pharmaceutical Marketing has been focused on understanding individual physician’s decision making and how company’s Marketing activities could infl uence those decisions. Her projects have studied individual-level target- ing, cross-category effects of Marketing activities, effects of sampling, physician learning process, as well as comparative detailing visits. Her studies have been pub- lished at Journal of Marketing Research , Quantitative Marketing and Economics , and Marketing Letters . She received her Ph.D. from Northwestern University where her dissertation received the Alden G. Clayton Doctoral Dissertation Proposal Award at the Marketing Science Institute. She earned an M.S. degree from Massachusetts Institute of Technology and a B.S. degree from Tsinghua University. Glen M. Doniger is a research specialist at the Center for Medical Decision Making, Ono Academic College. Dr. Doniger is also director of scientifi c development for NeuroTrax Corp., a computerized cognitive assessment company. Dr. Doniger holds a Ph.D. in Experimental Psychology and an M.A. in Psychology from New York University and has served as a postdoctoral fellow at . Dr. Doniger was awarded an NIMH predoctoral NRSA for seminal studies of object recognition from partial information and has published in the fi elds of medical deci- sion making, geriatrics, , neuropsychology, and cognitive neuroscience. Jehoshua (Josh) Eliashberg is the Sebastian S. Kresge Professor of Marketing and Professor of Operations and Information Management, at the Wharton School of the University of Pennsylvania. He also held visiting scholar positions at the Business Schools of The University of Chicago, Chulalongkorn University (Bangkok, Thailand), Penn State University, INSEAD (Fontainebleau, ), Erasmus University (Rotterdam, The Netherlands), Singapore Management University, Carnegie-Mellon University, The University of British Columbia, UCLA, Time Inc., and at the Operations Research Department at AT&T Bell Laboratories. Professor Eliashberg received a B.Sc. in Electrical Engineering from the Technion- Institute of Technology at Haifa, an M.B.A. from Tel-Aviv 742 About the Authors

University, and a doctoral degree in Decision Sciences and Marketing from Indiana University. He also received an Honorary Masters from the University of Pennsylvania. Professor Eliashberg’s research interests are in developing models and method- ologies to solve business problems. His research has focused on various issues including new product development and feasibility analysis, marketing/ manufacturing/R&D interface, and competitive strategies. He has particular interest in the media and entertainment, pharmaceutical, and the hi-tech industries. He has authored numerous articles appearing in major journals such as: Decision Support Systems, European Journal of Operational Research, Group Decision and Negotiation, Interfaces, International Journal of Research in Marketing, Journal of Economic Psychology, Journal of Marketing, Journal of Marketing Research, Management Science, Manufacturing and Service Operations Management, Marketing Science, and Optimal Control Applications & Methods. His work in the entertainment industry has been the subject of articles appearing in BusinessWeek, The Christian Science Monitor, The Financial Post, Financial Times, Forbes, Fortune, Los Angeles Times, The Philadelphia Inquirer, , Variety, Newsweek, The Wall Street Journal, The Washington Post. He has co-edited the books, Handbooks in Operations Research and Management Science: Marketing (with G. L. Lilien) and Managing Business Interfaces: Marketing, Engineering, and Manufacturing Perspectives (with Amiya K. Chakravarty). Professor Eliashberg has held various editorial positions in leading professional journals including: the Marketing Departmental Editor in Management Science, an Editorial Board member for Marketing Science, the European Journal of Operational Research, Marketing Letter, and Senior Editor for Manufacturing and Service Operations Management. He is currently the Series Editor of Springer’s International Series in Quantitative Marketing and the Editor-in-Chief of Foundations and Trends in Marketing. He was elected a Fellow of the INFORMS Society for Marketing Science for his contributions to the fi eld in June 2010. His other professional services have included membership on the advisory boards of the National Science Foundation, the American Councils for International Education, and the academic liaison committee of the CMO Council. Professor Eliashberg has been teaching the following courses at Wharton: Marketing Research; Models for Marketing Strategy; New Product Management; Design, Manufacturing, and Marketing Integration; and Analysis of the Media and Entertainment Industries. Prior to joining academia, he was employed for a number of years as an electronic engineer and marketing. He has participated extensively in various executive education programs. His executive education and consulting activities include AccentHealth, AstraZeneca, AT&T, Booz, Allen & Hamilton, Bell Atlantic, Campbell Soup, Cheil Communications, CTV Television Network (Canada), Domino’s Pizza, Franklin Mint, General Motors, Givaudan, HBO, IBM, Independence Blue Cross, Inmar, Janssen Pharmaceutica Inc., Johnson & Johnson, L G Electronics, Lucent Technologies, Multimedia Development Corp. (Malaysia), Pathe Cinema (Holland), Philip Morris, Pfi zer, The Siam Cement Group (Thailand), Sirius Satellite Radio, Warner Home Video, Weave Innovations Inc., Woodside Travel Trust, and Wyeth Pharmaceuticals. About the Authors 743

Marc Fischer (Ph.D., University of Mannheim) holds the Chair for Marketing and Market Research at the University of Cologne. He has been working with pharma- ceutical companies for almost 20 years. His expertise includes the measurement and management of marketing performance, brand management, and the optimization of the marketing mix. His articles have appeared in Journal of Marketing Research , Marketing Science , Quantitative Marketing and Economics , Interfaces, and other academic journals. He won the 2009–2010 ISMS-MSI Practice Prize with a work on optimizing the allocation of marketing expenditures at Bayer. He was fi nalist for the 2010 Franz Edelman Award competition on achievements in operations research. Dr. Fischer is member of the scientifi c advisory board of the Center for Brand Management and Marketing (ZMM) in Hamburg. In 2010, he joined the Marketing Accountability Standards Board (MASB) in Chicago where he serves at the advi- sory council. He was executive director of a German-speaking business study pro- gram at the State University of Management at Moscow and served as executive director of the Center for Market Research at the Institute for Market and Economic Research in Passau. Michael Gerards is Director “Innovation Management” in the Chemicals division “Performance Materials” at Merck KGaA, , Germany. He was responsible for setting up a cross-divisional (Pharma & Chemicals) global corporate idea management process with interdisciplinary and internation- ally oriented business development teams. Within an incubator framework the teams were encouraged to transform their entrepreneurial energy into the development of novel products and applications. Collaboration platforms, marketplaces, Bootcamp concepts, and business model innovation played a signifi cant role in the process. As a member of the Technology Council and the Innovation Steering Committee of the Merck Group, Michael Gerards looks back on 20 years of experience in R&D, innovation, and business development. He was responsible for strategic projects in the specialty chemicals business, for instance, on the fi eld of renew- able energy, printable electronics, and nanotechnology R&D cooperation in Asia. Arun Gopalakrishnan is a doctoral student in marketing at the Wharton School of the University of Pennsylvania. He received a Bachelor of Engineering degree in Electrical and Electronic Engineering from the University of Auckland and a Master of Business Administration degree from the Pennsylvania State University. Arun has worked for Motorola Labs in Research and Development, building robust speech recognition technologies for hand-held devices, and for E.I. du Pont de Nemours and Company as a marketing manager responsible for global marketing strategy, new product development, and pricing for various polymer product lines. His research interests include customer response modeling, hierarchical Bayesian models, consumer dynamic decision making, and how fi rms organize for innovation. Sachin Gupta is the Henrietta Johnson Louis Professor of Management and Professor of Marketing at the Samuel Curtis Johnson Graduate School of Management at . He received his Ph.D. from Cornell as well. His previous papers have been honored with the O’Dell Award and the Paul Green 744 About the Authors

Award of the American Marketing Association, and he is also the recipient of sev- eral teaching awards. He is on the editorial boards of the Journal of Marketing Research and Marketing Science . Yaniv Hanoch is an associate professor at the School of Psychology, University of Plymouth, UK. His research interests include decision making and risk taking. In particular, he is interested in examining older adults’ consumer decision making and risk taking behavior in various domains. His work has examined older adults’ health insurance decisions (Medicare Part D). In a second strand of research, Dr. Hanoch has been investigating parents’ decisions regarding administrating over- the-counter to their children. Dr. Hanoch has close to 50 publications in a wide range of journals, in such disciplines as economics, philosophy, public health, and psychology. Veronika Ilyuk is a Ph.D. student in Marketing at the Zicklin School of Business, Baruch College. She received her Bachelor’s degree in International Marketing from Baruch College and was selected Valedictorian of her graduating class. Her research interests include consumer behavior—specifi cally the effects of contextual factors on product inference formation and subsequent decision making, product experiences (e.g., effi cacy judgments), and reliance on heuristics—within a health context (Pharmaceutical and Food & Beverage industries). Her current projects study consumers’ intuitive beliefs about product effi cacy duration and the effects of product packaging on effi cacy expectations and consumption experiences. Veronika’s interest in this domain stems from her background in Marketing/ Psychology at Baruch College and experience studying European Business Strategy in Copenhagen, Denmark and Brussels, Belgium. She received the Mills- Tennenbaum Award for the Fall 2011–Spring 2012 semesters and the John A. Elliott Teaching Award in Fall 2012. She teaches undergraduate Introduction to Business and M.B.A. Marketing Management in the Health Care Administration Program at Baruch College. Caglar Irmak is Assistant Professor of Marketing at the Moore School of Business, University of South Carolina. His research investigates how consumers make infer- ences about effectiveness and healthfulness of products and how motivation and expectations shape these inferences and subsequent consumption experiences. In a second line of research, he focuses on corporate social responsibility and pro-social behavior. His research has appeared in the Journal of Marketing , Journal of Consumer Research , Journal of Marketing Research , Marketing Letters, and Journal of Macromarketing . Caglar received his Ph.D. in Marketing at Baruch College, City University of New York, where he taught several courses including marketing strategy and new product development to undergraduates as well as executives in Baruch’s interna- tional programs in and Hong Kong. He currently teaches Consumer Behavior and Marketing Practicum, a project-based class, to undergraduates at the Moore School of Business, University of South Carolina. About the Authors 745

Dipak C. Jain is Dean of INSEAD, the international business school with cam- puses in Fontainebleau (France), Singapore, and Abu Dhabi. He is also the INSEAD Chaired Professor of Marketing. Before joining INSEAD, he was Dean of Northwestern University's Kellogg School of Management from 2001 to 2009 where he also served as the Sandy and Morton Goldman Professor in Entrepreneurial Studies and a Professor of Marketing. Beyond academia, he serves as a member of the board of directors of Deere & Company (USA), Northern Trust Corporation (USA), and Reliance Industries (). He has served as a director at United Airlines (USA), Peoples Energy (USA), and Hartmarx Corporation (USA). He has served as a consultant to Microsoft, Novartis, American Express, Sony, Nissan, Motorola, Eli Lilly, Phillips, and Hyatt International. Rama K. Jayanti is Professor of Marketing at Cleveland State University and is a Fulbright Scholar scheduled to teach and research at Indian Institute of Management, Bangalore, in India during spring of 2013. Her research focuses on pharmaceutical marketing, sustainability, consumer learning in online communities, customer satis- faction, and advertising opportunities in networked communities. Her research has been published in Journal of Consumer Research, Journal of the Academy of Marketing Science, Journal of Advertising Research, and Journal of Public Policy & Marketing. Her recent research on virtual health communities was featured in Crain’s Cleveland Business and in Medill’s News of Chicago (A newsletter of Medill’s School of Medicine, Northwestern University). She has received the pres- tigious McGraw Hill Steven J. Shaw Best Paper Award at the Society for Marketing Advances Conference in 2006. Dr. Jayanti serves on the Editorial Review Board of Journal of Advertising Research, Journal of Services Marketing, Journal of Marketing Theory and Practice and is an ad hoc reviewer for Journal of Consumer Psychology and Journal of the Academy of Marketing Science. Dr. Jayanti teaches doctoral, MBA, and undergraduate courses in Consumer Psychology, Marketing Strategy, Sustainability, and Advertising and Promotion Management. She is actively involved with several non-profi t groups such as Playhouse Square and Habitat for Humanity and is an ardent champion of sustainability initiatives at the business college and the university. Eelco Kappe is an Assistant Professor of Marketing at Pennsylvania State University. He received his Ph.D. in marketing from the Erasmus University Rotterdam in The Netherlands. His research centers around three themes: dynamic sales response modeling, pharmaceutical marketing, sports marketing, and market- ing in the presence of negative events. His work includes studies on measuring sales force effectiveness, the impact of clinical studies, and the evaluation of specifi c pharmaceutical lifecycle extension strategies. Ceren Kolsarici is an Assistant Professor in Queen’s School of Business in Canada. Before joining Queen’s University as a faculty member, Dr. Kolsarici earned her Ph.D. in Marketing (2009) from McGill University. She also holds an MBA (2004) from Bilkent University and a B.Sc. in Industrial Engineering (2002) from Middle East Technical University. In 2008, she was distinguished as the American Marketing 746 About the Authors

Association-Sheth Consortium Fellow. She was also nominated for national (SSHRC) and provincial (ADESAQ) doctoral dissertation awards by McGill University at the faculty level. Specializing in advertising, diffusion of new products, and pharmaceutical mar- keting, Ceren develops new models and methods to improve managerial decisions and marketing applications in practice, by helping managers better understand how marketing affects performance. Her work in the pharmaceutical industry encom- passes several critical areas including understanding the impact of governmental regulations on strategic planning and effectiveness of DTC advertising, diffusion of highly anticipated blockbuster drugs, the role of physician and patient-directed advertising on the adoption of prescription pharmaceuticals. In addition to pharma- ceutical marketing, Ceren works on the design and evaluation of integrated market- ing communications campaigns, media selection and scheduling, marketing budgeting, and development of advertising creative strategies. Ceren’s work has been published in prestigious journals such as Journal of Marketing Research and International Journal of Research in Marketing. She has presented her research at UC Davis, Northwestern University, Erasmus University, Tilburg University, as well as national and international conferences in Australia, Belgium, the USA, the Netherlands, Germany, and Turkey. Thomas Kramer is Associate Professor of Marketing at the Darla Moore School of Business, the University of South Carolina. He received his Ph.D. degree from Stanford University and his M.B.A. and Bachelor’s degree from Baruch College, CUNY. His research interests focus on examining factors that infl uence preference construction and subsequent decision-making, including irrational consumer beliefs, biases, and heuristics. His research appeared in top marketing and decision- making journals, including Journal of Consumer Research , Journal of Marketing Research , Marketing Science , Journal of Consumer Psychology, and Organizational Behavior and Human Decision Processes . He has taught undergraduate, M.B.A., Ph.D., and executive-level courses in Marketing Management, Marketing Research Consumer Behavior, and International Marketing. Vardit Landsman is an Assistant Professor of Marketing at the Recanati Business School, Tel- Aviv University (Israel), and the Erasmus School of Economics, Erasmus University Rotterdam (The Netherlands). Her work involves the study of dynamics in consumers’ and fi rms’ choices in multifaceted market situations, using econometric models and advanced estimation approaches. In particular, she studies choice processes within new markets and the study of marketing issues in the con- text of life sciences. Her work appeared in journals such as Marketing Science , Management Science , and the Journal of Marketing and the Quantitative Marketing and Economics . She also won several research grants. Robert Latimer is a doctoral candidate in marketing at the Stern School of Business, New York University. Robert received his B.Sc. in psychology at the University of Alberta (2008). His research examines how consumers process, remember, and judge unusual or bizarre information and experiences. About the Authors 747

Peter S.H. Leefl ang (“Modeling the Effects of Promotional Efforts on Aggregate Pharmaceutical Demand: What we Know and Challenges for the Future”) is the Frank M. Bass Distinguished Professor of Marketing at the University of Groningen. He studied econometrics in Rotterdam, obtaining both his M.A., in 1970, and his Ph.D., in 1974, at the Netherlands School of Economics. During 1970–1975, he was assistant Professor at the Interfaculty for Graduate Studies in Management at Rotterdam/Delft. In the period 1997–2001, he was Dean of the Department of Economics and Deputy-Vice Chancellor of the University of Groningen. He has authored or coauthored 20 books including “Mathematical Models in Marketing” (Stenfert Kroese, Leiden, 1974) with Philippe A. Naert, “Building implementable Marketing Models” (Martinus Nijhoff, The Hague/, 1987) and with Dick Wittink, Michel Wedel, and Philippe Naert “Building Models for Marketing Decisions” (2000). Other examples of his published work can be found, inter alia, in Applied Economics , The Journal of Marketing , The Journal of Marketing Research , The International Journal of Research in Marketing , Management Science , Marketing Science , Quantitative Marketing and Economics , The Journal of Economic Psychology , The International Journal of Forecasting and the Journal of Econometrics . In 1978–1979 he was President and from 1981to1990 Vice-President of the European Marketing Academy. In 1990 and 2003 he was Visiting Professor of Marketing at the University of California at Los Angeles (Anderson Graduate School of Management). He has also taught Ph.D. courses in Alicante, Helsinki, Vienna, Innsbruck, and St. Gallen. In 1999 he became a member of the Royal Netherlands Academy of Arts and Sciences. From 2004 to 2010 he was affi liated with the Johann Wolfgang Goethe Universität at am Main. From 2010 onwards he occupies the BAT-chair in Marketing at LUISS Guido Carli and he is affi liated as Research Professor to Aston Business School (UK). Jiaoyang (Krista) Li is a Ph.D. student in Marketing at the Mays Business School of Texas A&M University. Prior to joining the Ph.D. program, Jiaoyang was the Manager of Analytical Consulting at Symphony Marketing Solutions. Jiaoyang has over 7 years of experience working with companies in the pharmaceutical industry. Michael Li is a vice president of Applied Science at Pascal Metrics, a Patient Safety Organization, specializing in predictive modeling and data mining on EMR data to reduce adverse events and readmission. Previously, he had worked at ImpactRx as a senior director of Custom Solutions and director of Advanced Analytics, and at IMS Health as senior statistician and a principal methodologist. He developed method- ologies, models and methods, approaches, and processes at both ImpactRx and IMS Health using various commercial data assets and clients’ data. His past pharmaceu- tical practice areas include competitive promotion evaluation, message effective- ness, segmentation and targeting, sales force optimization, call planning, sample 748 About the Authors strategy, territory alignment, compensation, sales force effectiveness and quality, SFA data mining, marketing mix, digital channel effectiveness, product forecasting, new product launch planning, pricing and co-pay, ATU, managed care strategy, etc. He received his doctoral degree in Economics from the University of Rochester. Qiang Liu is an assistant professor of marketing at the Krannert School of Management at Purdue University, where he teaches marketing management and digital marketing strategies. He received his Ph.D. in Management from Cornell University in 2008. He also received his B.A. in Economics from China Center for Economic Research at Peking University, and his M.A. in statistics from the University of California at Berkeley. His research interests include marketing of prescription drugs, competitive strategies, and new product entry in pharmaceutical industry. His papers have appeared in the International Journal of Research in Marketing and Journal of Product Innovation Management . Murali K. Mantrala is Sam M. Walton Distinguished Professor of Marketing at the University of Missouri, Columbia (MU). Previously, he was J.C. Penney Associate Professor at the University of Florida, Gainesville (1995–1998) and then Manager at ZS Associates, Evanston, Illinois (1999–2003). At ZS, Murali worked on multiple sales and marketing research projects for pharma clients such as Eli Lilly and Novartis. Earlier in his career, Murali was a sales manager at Sandoz Pharmaceuticals, Mumbai, India, managing a 17-member sales force engaged in detailing to physicians and hospitals across the state of Tamil Nadu. Murali holds a Ph.D. in Marketing from Northwestern University; MBAs from the University of Minnesota, Minneapolis, and Indian Institute of Management, Calcutta; and a B.S. (Honors) in Physics from University of Delhi, India. His research on topics such as sales resource allocation & compensation design, pharmaceutical marketing, and retail pricing strategies has appeared in leading academic journals such as Journal of Marketing Research (JMR), Journal of Marketing (JM), Marketing Science (MKS), and Marketing Letters. Two of his papers in JMR were fi nalists for the O’Dell Award and another in MKS won the Bass Award. Murali is an Associate Editor of Journal of Retailing, and serves on the editorial boards of JM and Journal of Personal Selling and Sales Management. He was a co-chair of the 43rd AMA Sheth Foundation Doctoral Consortium at MU in 2008 and the biannual Enhancing Sales Force Productivity Conferences in 2006, 2008, and 2010. Murali has been an invited keynote speaker at the Pharmaceutical Management Science Association (PMSA). In 2010, he received the Humboldt Research Award from the Alexander Humboldt Foundation in Germany for lifetime research contributions. Talya Miron-Shatz is the founding director of the Center for Medical Decision Making, Ono Academic College, and CEO of CureMyWay, a start-up company that combines patient decision making with digital health. She received her bachelor’s, master’s and doctoral degrees in psychology from the Hebrew University and was a postdoctoral research fellow with Nobel Laureate Daniel Kahneman at Princeton University. Dr. Miron-Shatz taught consumer behav- ior to undergraduates and MBAs at the Wharton School of the University of About the Authors 749

Pennsylvania. Her research examines how patients and healthcare professionals understand and convey risk information and factors affecting adherence to warnings and to medication. Her work is published in books—Better doctors , better patients , better decisions: Envisioning healthcare 2020 . Cambridge: MIT Press; Evidence Based Patient Choice , 2nd ed. Oxford: Oxford University Press—and in such jour- nals as Health Psychology , Journal of Health Communication , Emotion , and Psychological Science . Translating her academic research into practice, she chairs the business track and leads the start-up panel at the Medicine 2.0 conference, leads NYC’s Pharma 2.0 meetings as part of NYC’s Health 2.0 meetup, consults pharma- ceutical companies and related agencies, and writes about medical decision making for Psychology Today . Pierre A. Morgon is the Vice President, Franchise & Global Marketing Strategy, and member of the Executive Committee at Sanofi Pasteur (the vaccine division of Sanofi ). He is also the nonexecutive director to the Board of Theradiag (formerly BioMedical Diagnostics) in March 2012, a company focusing on in vitro diagnos- tics in auto-immunity, infectious diseases, and allergy. He holds a Doctorate of from Lyon University, France, a Masters in Business Law from the Lyon Law School, and a MBA from ESSEC, France. He is also an alumnus of INSEAD, IMD, and MCE executive programs. Pierre Morgon has over 25 years of experience with blockbuster products in diverse markets (primary care, specialty care, hospital, , and biotechnol- ogy), geographies (US, Europe, Japan, China, India, Emerging Markets), and organizations. His experiences include marketing and operations positions at ICI-Pharma as Product Manager, then at Synthelabo (a division of L’Oreal) as International Group Product Manager and International Marketing Director, and then at Aventis Pasteur as Vice President Marketing. Then he has been leading operations in diversifi ed contexts, fi rst at Yamanouchi Pharma France as General Manager, at BMS France as Vice President, Hospital Operations, at Schering-Plough as Director of the Primary Care business unit in France, and at BioAlliance Pharma as Chief Operating Offi cer and Member of the Management Board. Chakravarthi Narasimhan is the Philip L. Siteman Professor of Marketing in the Olin Business School at Washington University. His current research interests are in strategic value of information, incorporating non-microeconomic foundations in strategic models, understanding the impact of promotions on , examining interaction of multiple marketing strategies, and supply chain contracts, especially supply chain strategies under uncertainty. He has published in Marketing Science , Management Science , Journal of Marketing Research , Journal of Marketing , Journal of Business , Journal of Econometrics , and Harvard Business Review among others. He is an Area Editor of Marketing Science and is an associate editor of Quantitative Marketing and Economics . Ernst C. Osinga (“Modeling the Effects of Promotional Efforts on Aggregate Pharmaceutical Demand: What we Know and Challenges for the Future”) is Assistant Professor of Marketing at Tilburg University, the Netherlands. 750 About the Authors

He earned a Ph.D. (cum laude) from the University of Groningen. His research interests are in the development of dynamic models in the areas of pharmaceutical marketing, the marketing–fi nance interface, and (online) retailing. His research has been published in the Journal of Marketing and Journal of Marketing Research . He received a Veni research grant from the Netherlands Organisation for Scientifi c Research (NWO) for studying patients’ and physicians’ reactions to the introduc- tion of generic and over-the-counter drugs. Elina Petrova , Assistant Professor at Washington State University, conducts research on innovation and entrepreneurship, marketing of prescription and nonpre- scription drugs, and household purchase behavior. She has a Ph.D. in Industrial Administration (Marketing) from Carnegie Mellon University, a Master’s degree in Interdisciplinary Mathematics from the University of Warwick, UK, and a Master’s degree in Electronic Engineering from the Technical University in Sofi a, Bulgaria. She has also spent 4 years as a manager of two small international companies, get- ting the experience and the inside perspective of complex business decision-making from the trenches. Her multi-track background and avid interests in technology and business alike, along with her training in both exact and applied sciences, motivate her to do research on issues spanning diverse knowledge domains. Her papers on consumer learning and valuation of OTC drugs and on promotion of prescription drugs, pub- lished in Marketing Science and Journal of Marketing , were among the fi rst in their respective areas. This work, combined with Dr. Petrova’s current focus on innova- tion, prompted her to focus her review for this volume on the complex and multifac- eted process of drug discovery and development. In her chapter on innovation in the pharmaceutical industry she presents a systematic overview of the existing knowl- edge on this topic from a business and academic perspective. Innovation in the pharmaceutical industry is intrinsically linked to scientifi c breakthroughs, cutting edge technology, painstaking research, and evolving organi- zational modes. Discovering and developing new drugs is a rather unique process: rooted in complex inter-organizational arrangements and codependencies, heavily infl uenced by externalities, and operating under stringent regulations. Yet, as a research area it remains relatively underexplored despite its vast practical impor- tance. Integrating analytical frameworks and research methodologies from various business disciplines can assist in identifying systematic dependencies and key pat- terns of impact. Modeling the interplay between rather involved strategic decisions and fi rm performance can lead to more profound and holistic understanding of the complex mechanisms related to innovation in the pharmaceutical industry. Future research in this domain would not only provide for a fascinating array of interdisci- plinary work but may also pinpoint new pathways for optimization of the innovation process that are applicable to other industries, too. Priya Raghubir joined New York University Stern School of Business as a Professor of Marketing and Mary C. Jacoby Faculty Fellow in July 2008. Prior to joining NYU Stern, Professor Raghubir was a professor at the Haas School of Business, University of California at Berkeley. She also taught at the About the Authors 751

Hong Kong University of Science and Technology. She has taught undergraduate, M.B.A., Ph.D., and executive education courses in China, France, India, and the USA. Professor Raghubir’s teaching interests are in the areas of marketing research, consumer behavior, and marketing strategy, and her research interests are in the areas of consumer psychology, including survey methods, psychological aspects of prices and money; risk perceptions; and visual information processing. She has pub- lished more than 40 articles in such journals as the Journal of Marketing Research , Journal of Consumer Research , Journal of Consumer Psychology , and Marketing Science. She is on the editorial boards of six journals, and has delivered more than 100 presentations of her research at major universities, symposia, and conferences around the world. Additionally, Professor Raghubir has consulted with Acufocus, Adobe, BioRad, Boston Scientifi c, Daimler-Chrysler, Google, PayCycle, University of California at San Francisco, and the Centre for Executive Development at the Haas School of Business. She has also worked in the fi nancial industry with Jardine Fleming and Citibank in Hong Kong and India. Professor Raghubir received her undergraduate degree in Economics from St. Stephen’s College, Delhi University; her M.B.A. from the Indian Institute of Management, Ahmedabad, and her Ph.D. in Marketing from New York University. Enar Ruiz-Conde (“Modeling the Effects of Promotional Efforts on Aggregate Pharmaceutical Demand: What we Know and Challenges for the Future”) is an associate professor in the Department of Marketing at the Faculty of Economics and Business Administration at University of Alicante (Spain). She received a Ph.D. in economics from the University of Groningen and an M.Sc. in international trade from the University of Alicante. Her research interests include innovation diffusion models, marketing variables, pharma marketing, and educational innovation. Her research has appeared in such journals as European Journal of Innovation Management , Higher Education , Journal für Betriebswirtschaft and Marketing ZFP - Journal of Research and Management . Venkatesh (Venky) Shankar is Professor of Marketing and Coleman Chair in Marketing and Director of Research at the Center for Retailing Studies, Mays Business School, Texas A&M University. His areas of specialization include Digital Business, Competitive Strategy, International Marketing, Innovation, New Product Management, Pricing, Retailing, Branding, and Mobile Marketing. Shankar has a Ph.D. in marketing from the Kellogg Graduate School of Management, Northwestern University and has corporate experience in the areas of marketing and international business development. He has worked in diverse countries. He has been recognized as one of the top ten experts on innovation management worldwide. Shankar has won awards from such sources as the American Marketing Association (AMA ) and the Marketing Science Institute ( MSI ). He has published in academic journals such as the Journal of Marketing Research , Management Science , Marketing Science , Strategic Management Journal , Journal of Marketing , Journal 752 About the Authors of Public Policy and Marketing , Journal of Retailing , Harvard Business Review , and Sloan Management Review , and in business periodicals such as Wall Street Journal and Financial Times . He is a winner of the 2012 Vijay Mahajan Award for Lifetime Contributions to Marketing Strategy, 2006 Robert Clarke Award for the Outstanding Direct and Interactive Marketing Educator, 2001 IBM Faculty Award, the 1999 Paul Green Award for the Best Article in Journal of Marketing Research, the 2000 Don Lehmann Award for the Best Dissertation-based Article in an AMA journal, and the Sheth Award for the best paper in the Journal of Academy of Marketing Science. The Shankar - Spiegel Award from the Direct Marketing Educational Foundation is named in his honor. He is ex-President of the Marketing Strategy SIG, AMA and serves on the Chief Marketing Offi cers (CMO) council and Business-to-Business (B2B) Leadership Board. He was a Faculty Fellow of the 1999, 2000, 2003, 2004, 2005, 2007, 2008, 2009, 2010, 2012, and 2013 Doctoral Consortia, and the 2001 e-Commerce Consortium of the AMA. He is Editor Emeritus of the Journal of Interactive Marketing and is an Academic Trustee of the MSI . He is also an ex-associate editor of Management Science and is on the editorial boards of Journal of Marketing , Journal of Marketing Research , Marketing Science , International Journal of Research in Marketing, and Journal of Retailing. He has been a keynote speaker in several conferences and has delivered over 230 presentations in countries ranging from Australia to the Netherlands. He is a three-time winner of the Krowe Award for Teaching and has taught Marketing Management, Digital Business Strategy, Competitive Marketing Strategy, and International Marketing. He was a visiting scholar at the Sloan School of Management, MIT. He has also been a visiting faculty at INSEAD, Singapore Management University, SDA Bocconi, the Chinese European International Business School at , and the Indian School of Business. He is co-editor of the Handbook of Marketing Strategy and the author of Shopper Marketing . Shankar has consulting or executive training experience with organizations such as Allstate, Cap Gemini Ernst & Young, Colgate Palmolive, GlaxoSmithKline, Hewlett Packard, HSBC, IBM, Intel, Lockheed Martin, Lucent Technologies, Marriott International, Medtronic, Northrop Grumman, PepsiCo, Philips, and Volvo. He has made several appearances on CNN, C-SPAN, and Voice of America. He has been on many advisory boards, including IBM’s e-Business Conference Advisory Committee, European e-Business Center, ESSEC, France, and Ingenium Corporation. He has served as an expert witness in legal cases. Jagdip Singh is AT&T Professor of Marketing at the Case Western Reserve University in Cleveland, Ohio. Dr Singh holds a Ph.D. in Marketing from the Texas Tech University (1985) and a Bachelor in Technology (Electrical Engineering) from Indian Institute of Technology, Delhi (1975). Dr. Singh has edited a book for the Legend in Marketing series titled, “Marketing Theory: Philosophy of Science Foundations of Marketing,” and published in peer-reviewed journals including Journal of Marketing, Journal of Marketing Research, Academy of Management Journal, Academy of Management Review, Management Science, Journal of Consumer Research, Psychological Assessment, Journal of the Academy of About the Authors 753

Marketing Science, Journal of the American Medical Association, Medical Care, Journal of International Business Studies, and the Journal of Retailing. Dr Singh has participated in seminars at leading international business schools in France, Germany, Hong Kong, India, Netherlands, Norway, and Sweden. Dr Singh is an active industry consultant with expertise in building organizational capabilities at the frontlines for interfacing with customers. Hari Sridhar is an Assistant Professor of Marketing at Pennsylvania State University. He received his Ph.D. in marketing from University of Missouri. His research involves the application of quantitative modeling techniques to marketing strategy issues. Specifi cally, he builds models that help quantify the effectiveness of the marketing-communication instruments (e.g., advertising, sales force, invest- ments), and investigates how to optimize the budget and allocation of the marketing- mix over managerially relevant planning horizons. His research has been published in the Journal of Marketing Research, Journal of Marketing, Journal of Interactive Marketing, and Marketing Letters among others. His research has been featured in outlets such as National Public Radio (NPR), Inc., Marketing News, and Newspaper Association of America. His research has been funded by grants received from the Marketing Science Institute (MSI). Philip Stern (“Modeling the Effects of Promotional Efforts on Aggregate Pharmaceutical Demand: What we Know and Challenges for the Future”) is Professor of Marketing at Loughborough University School of Business and Economics and Adjunct Professor at the Ehrenberg-Bass Institute at the University of South Australia. He is currently conducting research into collaborative purchasing and charitable donation as well as his research into pharmaceutical marketing. His research has appeared in Management Science , Journal of the Academy of Marketing Science , International Journal of Research in Marketing , Marketing Letters , Long Range Planning , British Journal of Management , Omega , International Journal of Management Science . He has consulted extensively with the Pharmaceutical Industry and has com- pleted assignments for , GfK , Glaxo Smith Kline , Novartis , Lilly Industries , Napp Pharmaceuticals , Organon , and Merck . Stefan Stremersch holds a chair in marketing and is the Desiderius Erasmus Distinguished Chair of Economics at the Erasmus School of Economics, Erasmus University Rotterdam (The Netherlands), and a professor of marketing at the IESE Business School, Universidad de Navarra (Spain). His current research interests are in innovation acceptance/diffusion, marketing of innovations, marketing of technol- ogy and life sciences, and international marketing. He has won several awards, such as the Harold H. Maynard Best Paper Award of the Journal of Marketing (2002), the J.C. Ruigrok Prize (2005) for the most productive young researcher in the social sciences in The Netherlands (only once in 4 years awarded to an economist), and the AMA Early Career Award in Marketing Strategy (2008). He also received the 2004 Research Prize at Erasmus University Rotterdam for outstanding research 754 About the Authors performance, selected among all Erasmus faculty across all disciplines and schools. He is the scientifi c director of the Center for Healthcare Business at Erasmus University and the Erasmus Center for Marketing and Innovation. Stefan has a wide experience on pharmaceutical marketing. On the academic front, he organized many special sessions on Pharmaceutical Marketing at confer- ences such as the Informs Marketing Science Conference and the European Marketing Academy, edited a special issue at IJRM on pharmaceutical marketing, and published a lead article on life sciences marketing in Journal of Marketing, which identifi ed the main areas within pharmaceutical marketing and the challenges that it poses to managers. Further, he published widely on topics such as biotech- pharma innovation alliances (in Journal of Marketing), pharmaceutical detailing (in Management Science), international pharmaceutical sales growth (in Marketing Science), international pharmaceutical launch (in IJRM), medical-decision making by doctors in the adoption of new drugs (in Marketing Science), and Direct-to- Consumer advertising and patient requests (in Marketing Science). On the practice front, he has been engaged with several pharmaceutical and biotech fi rms in execu- tive teaching, providing keynote speeches, setting up new innovation processes (e.g., wisdom of the crowds and grassroots innovation programs such as Merck KGaA’s Innospire process), consulting on marketing decisions, and implementation of new market research methods, around the globe (US, EMEA, LATAM, and APAC). Thanh Van Tran is an Assistant Professor of Marketing at the University of Central Oklahoma. He earned his Ph.D. in Marketing from the University of Central Florida (Orlando, FL) in 2009, his M.A. in Marketing and Management from the University of Warsaw (Warsaw, Poland) in 1998, and his M.S. in Biotechnology from the University of Technology in Warsaw in 1997. His research interests include innova- tion and new product introduction, distribution channels, emerging online mecha- nisms/platforms, among others. He can be reached at [email protected]. Demetrios Vakratsas is Associate Professor of Marketing and Quebec Teaching Excellence Chair at the Desautels Faculty of Management at McGill University. His research focuses on advertising effectiveness, diffusion of innovations, pharmaceu- tical marketing and strategic market entry. His work has appeared in Marketing Science , Journal of Marketing , Journal of Marketing Research , Journal of Retailing , and Journal of Applied Econometrics and Research Policy among others. He serves on the editorial boards of the International Journal of Research in Marketing ( IJRM) and Review of Marketing Science. He has won awards in recognition of his research and teaching contributions and has consulted extensively for fi rms in the advertising, media, and pharmaceutical industries. Isabel Verniers is Professor Marketing at Gent University (Belgium). She is the academic director of the Sister Institute at Gent University of the Erasmus Center for Marketing and Innovation. She taught Marketing Strategy for the Life Sciences at Erasmus University Rotterdam (the Netherlands) for several years. During that period, she was awarded with the Marie Curie Individual Fellowship Grant About the Authors 755 belonging to the European FP7 project of the European Commission. Her academic research focused on international launch of pharmaceuticals (in IJRM). She has also been engaged with pharmaceutical fi rms in measuring trust and value as well as in teaching best practices. Jaap Wieringa (“Modeling the Effects of Promotional Efforts on Aggregate Pharmaceutical Demand: What we Know and Challenges for the Future”) is Professor of Research Methods in Business at the Department of Marketing at the University of Groningen and visiting professor at the University of Loughborough. He has an M.Sc. in Econometrics (1994), and a Ph.D. in Economics (1999) from the University of Groningen. During the years 1998–2000, he was employed as a senior consultant at the Institute for Business and Industrial Statistics (IBIS UvA BV), a consultancy fi rm embedded within the University of Amsterdam. For this company, he was involved in the implementation and training of quantitative quality improve- ment programs (mainly Statistical Process Control and Six Sigma) at, amongst oth- ers, DAF Trucks (a Paccar company), General Electric, Sarah Lee|DE, Hollandse Signaal Apparaten. In January 2001, he joined the Department of Marketing at the University of Groningen. He has supervised three Ph.D. theses as a co-promotor and is currently supervising four Ph.D. students. His work in the fi eld of industrial statistics has been published in, amongst oth- ers, the Journal of Chemometrics and Quality and Reliability Engineering International. His publications in marketing include articles in Journal of Marketing, Journal of Marketing Research, International Journal of Research in Marketing, Journal of Product Innovation Management, Marketing Letters, Applied Economics, Journal of Service Research, and International Journal of Forecasting. The main focus of his current research is on pharmaceutical marketing, marketing model building, time series analysis, diffusion modeling, marketing analytics, and statisti- cal quality control. He is particularly interested in modeling dynamic phenomena in the pharmaceutical market. Stefan Wuyts is an Associate Professor of Marketing at Koç University (Turkey) and Tilburg University (the Netherlands). At Koç University, he serves as the coor- dinator of the marketing area. In 2003, he obtained his Ph.D. from Erasmus University Rotterdam. In 2002, he was a visiting doctoral student at the University of Southern California. His doctoral dissertation on Partner Selection in Business Markets was awarded by the Dutch Royal Society for Political Economics with the KVS-Medal for best economic dissertation defended at a Dutch university in the years 2003 and 2004. His research on inter-organizational linkages and innovation has been published in several leading marketing and management journals, includ- ing Journal of Marketing, Journal of Marketing Research, International Journal of Research in Marketing, Journal of Organizational Behavior, and Journal of Management. Stefan serves on the Editorial Review Board of Journal of Marketing and as an Area Editor at the International Journal of Research in Marketing. In 2009, he received a prestigious 5-year grant from the Netherlands Organization for Scientifi c Research to continue his research on the pre-commercialization and com- mercialization stages of the innovation process. Stefan has taught Strategic 756 About the Authors

Marketing Management, Innovation Management, Marketing Research, Research Methods in Business, Theoretical Foundations for Marketing Strategy, and a crash course for practitioners on New Media and Networks. He has shared his expertise with diverse companies, including ASML, FBTO, National Aerospace Laboratory of the Netherlands, Nexans, RESPOND, SAP, and Terra Gruppen. Ying Xie, Ph.D., is associate professor of marketing at Naveen Jindal School of Management, University of Texas at Dallas. She received her doctoral degree from the Kellogg School of Management at Northwestern University and she had previ- ously taught at Rutgers University and Washington University in St. Louis. She has conducted various research projects in the domain of pharmaceutical marketing, with topics on comparative detailing, sampling, DTCA, social contagion, learning of the effectiveness and side effects of new drugs, and OTC drug launch. Some of her research on pharmaceutical marketing has appeared or is forthcoming in top marketing journals such as Marketing Science and Management Science. Index

A Bayesian learning model , 182 Abbreviated new drug application (ANDA) , Bayh-Dole Act of 1980 , 89 38, 231, 373 Bioelectronics , 3 Abilify , 288, 480, 696 2012 BioIT World Best Practice Award , 142 Active pharmaceutical ingredients (APIs) , Biologic License Application (BLA) , 30 84, 87 Biotechnology , 27, 161–162, 164 Adjustment costs , 59 Blockbuster drugs , 3, 71, 100, 562, 662, 674 Advisory Committee on Immunization Boehringer Ingelheim , 57, 441, 445, 447, 559 Practices (ACIP) , 371 Bristol-Myers Squibb (BMS), 56, 172, 288, 446, Alcatel-Lucent Belgium , 123 447, 480, 484, 562, 634, 674, 696 Alliance portfolio management , 14 Bubble-chart analysis , 90 absorptive capacity , 153 academic perspective , 150, 166 industry and product market diversity , 155 C managerial perspective , 150, 164–165 Capital Asset Pricing Model (CAPM) , 98 partner diversity , 154–155 Centers of Excellence for External Drug principal dimensions of , 151–153 Discovery (CEEDDs) , 90–91 research questions , 166–167 Cisco Systems , 265 technology diversity (see Technological Cognitive evaluation theory (CET) , 127 diversity, alliance portfolios) Combinatorial chemistry , 27, 71 ANDA. See Abbreviated new drug application Community of Science (COS) , 156 (ANDA) Comprehensive compliance program (CCP), 216 Anonymous patient level data (APLD) , 466 Conditional logit models , 566 Approved Drug Products , 38 Conjoint analysis Assessment of Differences between Vioxx and in developing and launching new products , Naproxen to Ascertain 201–203 Gastrointestinal Tolerability and project valuation , 96 Effectiveness (ADVANTAGE) , 715 vaccines , 379 AstraZeneca , 272–274, 276–278, 483–484 Consumer Auxiliary new drug application (ANDA) , 261 awareness stage absolute vs. relative terms , 325 availability heuristic, judgment , 326 B defi nition , 318–319 Bass-type diffusion models , 193–195, effi cacy expectations , 320 566–569 frequency vs. probability , 323–325 Bayer Aspirin , 265 gain vs. loss frames , 323

M. Ding et al. (eds.), Innovation and Marketing in the Pharmaceutical Industry, 757 International Series in Quantitative Marketing 20, DOI 10.1007/978-1-4614-7801-0, © Springer Science+Business Media New York 2014 758 Index

Consumer (cont.) perceived threat/risk , 378–379 heuristic cue , 321–322 physicians’ vaccination behavior neutral-mood condition , 323 consumer-related concerns , 385 over-the-counter , 319 fi nancial concerns , 385–386 perceived product performance and medical concerns , 384 quality, 328–329 private and public markets , 374, 376 perceived risks and perceived private purchasers , 393–395 benefi ts , 321 public purchasers , 389–393 perceptual fl uency and familiarity roles , 374 effects , 328 WHO , 387–389 positive mood , 322–323 Customized drugs , 73 representativeness heuristic , 326–327 risk-as-feelings hypothesis , 322 self-positivity bias , 326–327 D systematic processing biases , 321 Direct-to-consumer advertising (DTCA) , verbal vs. numeric , 325 7, 17, 199, 268, 630, 674 vividness and the simulation brand and category sales , 657 heuristic, 327 brand specifi city , 658 health and well-being , 316 Canada , 635 illness and medicine paradigms , 334–335 classical media , 561 inter-attribute correlations , 331–332 constructive effects , 656–657 market effi ciency , 333 constructive/informative effect , 652 medicinal non-adherence , 316 consumer-directed advertisements , 655 medicine side effects , 333–334 drug sales and prices , 652 patient adherence and compliance , 317 DTCA-detailing interaction , 669 perceptual properties , 332–333 DTP poor product effi cacy , 317 descriptive statistics , 665 product attractiveness , 330–331 meta-analysis , 660 risk assessment (see Risk assessment) model specifi cation , 665–668 trial and adoption stage promotional budget , 662, 663 factors , 320 sales and promotional expenditures , medicinal effi cacy , 320 663, 664 placebo and placebo-like effects , sales evolution , 662 336–337 econometric analyses , 653 products’ time to onset , 337–338 elasticities , 644–645 Consumer Price Index (CPI) , 690 evidenced-based ads information , 659 Continuing medical education (CME) , fair balance requirement , 655 714, 716, 719 fi rm strategy , 652, 659 Contract research organizations (CRO) , 48, 181 Health Canada , 655 Convention on Pharmaceutical Ingredients help-seeking advertisements , 654 (CPhI) , 142 ImpactRx , 636 CPI. See Consumer Price Index (CPI) informational content , 658 Customer relations management (CRM) , 13 me-too drugs , 33 Customers, vaccine market , 374, 375 NAMCS , 636 advocates and opponents , 395–396 new drugs, launch and diffusion of , 208 anticipated regret , 382 New Zealand , 635 attitude and belief segments , 379–381 OECD country members , 654 consumer vaccination decision process , PAAB , 655 376–377 patient requests, advertised drugs , 638 national medical societies , 387 pharmaceutical fi rms , 644 NITAGs , 386–387 physicians norms , 381–382 cross-sectional survey , 641 past vaccination behavior , 382 patient visits , 637–638 perceived and actual behavioral control , 382 product claim advertisements , 655 Index 759

product risk , 658 modes of collaboration , 53–59, 76 public policy , 652–653 NDA/BLA submission , 30 reminder advertisements , 654–655, 658 patent protection and market exclusivity , research methods , 635–636 31–32 in USA post-market monitoring and phase 4 trials , 31 history , 630 potential in small markets , 73 patient safety , 633 preclinical testing , 28 promotional spending , 632–633 prediscovery , 27 Web 2.0 technology , 632 productivity crisis , 70–72 welfare effects pseudo-generics , 40 compliance and noncompliance , public sector institution, open science , 643–644 48–49, 77 cost effectiveness , 642 scale and scope effects in , 41–45 health disparity , 641–642 scaling-up for manufacturing , 30 market share stealing , 640–641 strategic alliances regulation , 642–643 biotech fi rm , 62 worldwide regulations , 655–656 diminishing marginal return , 63 Direct-to-physician (DTP) advertising , experience effects , 63–64 17, 435–436 large pharmaceutical fi rms , 61 descriptive statistics , 665 network effects , 63–64 meta-analysis , 660 partner diversity , 63–64 model specifi cation , 665–668 partner selection process , 62–63 promotional budget , 662, 663 pharmaceutical industry , 60–61 sales and promotional expenditures , trifecta model , 49–53 663, 664 Drug Performance Units (DPUs) , 91 sales evolution , 662 Drug Price Competition and Patent Term Discounted cash fl ow (DCF) analysis , 89, 93–94 Restoration Act, 231, 261 Double-log response models , 566 DTCA. See Direct-to-consumer advertising Drug innovation process , 13, 22, 29 (DTCA) academic fi ndings and insights Dual-market diffusion model , 69, 611, 617 business viability and market dominance, 65 investments in own R&D , 65–66 E market entry, pent-up demand , 68–69 E-marketing , 559, 560 new drug, market diffusion of , 69 Emerging Business Opportunities program , 123 pioneer/late entrants, advantages , 67–68 Entrepreneurial Boot Camp , 123 between-molecule competition , 40–41 Erbitux , 437–438 biotech fi rms , 46–48 Expected Delay Loss Index , 106 blockbuster mentality , 45–46 Extrinsic motivation , 126–127 branded generics , 38–39 clinical trials, phases of , 29–30 customized drugs , 73 F databases , 77–78 Follow-on drugs , 34–35, 67 drivers and decisions in , 74–75 Food and drug administration (FDA) , 7, 156, drug discovery , 27–28 230, 272, 426, 585 economics of , 24–25 DTCA , 652 evolution of , 25–26 NDA , 261 FDA review , 30 NMEs , 84 follow-on drugs , 34–35 OTC-CCM generic entry , 36–38 marketing literature , 354 generics, infl ux of , 72–73 MHRA recommendations , 353 incremental drug innovations , 72 NPR survey , 355 IND submission , 29 parental experience , 357 me-too drugs , 33–34 warning effectiveness , 357–360 760 Index

G Health disparity , 641–642 Game-theoretic model , 102 Health maintenance organizations (HMOs) , GAO. See Government Accountability Offi ce 226, 607, 697 (GAO) Hidden Markov model , 523, 581 Generalized Bass Model , 69, 611 High-throughput screening , 27 Generic business model , 584 Human papillomavirus (HPV) vaccines , 372 Generic drugs , 9, 36–41, 205, 226, 231–239 Gittins index , 105, 106 GlaxoSmithKline (GSK) I advertising expenditures , 561 ImpactRx , 515, 521–522, 636 CEEDDs , 91 Incentives , 111–112 DTC advertising , 634 Index of patient empowerment orientation option-based collaborations , 158 (IPEO), 446–448 product development portfolio of , 90–92 Innospire program, Merck KGaA social media , 483 annual project budgets , 141 Spark network , 124 autonomy , 139 TAUs/DPUs , 91 2012 BioIT World Best Practice Award , 142 vaccines , 368–370 competence-enhancing effects of , 139 Google , 123, 482 CPhI 2012 Innovation Award , 142 Government Accountability Offi ce (GAO) , 677 goals , 132 Grassroots innovation , 14, 142–143 improved innovation output , 140–141 active participation, people in ranks , 122 non-selected ideas , 141 Bayer AG’s Triple-i , 123 phases of Best Buy’s resilience program , 124 fi nal idea selection , 137 defi nition of , 124–125 fi rst idea selection , 135 entrepreneurial bootcamp program, idea sourcing , 134–135 Alcatel-Lucent, 123 incubation and governance , 138 Google’s “brink of chaos” management innovation bootcamp , 136–137 system , 123 innovation marketplace , 135–136 GSK’s Spark network , 124 relatedness and networking , 139–140 managerial autonomy , 122 Innovation. See Pharmaceutical innovation Merck KGaA’s Innospire program (see Innovation Steering Committee , 138 Innospire program, Merck KGaA) Institutional theory analysis, pharmaceutical research , 143–145 marketing self-coordination , 122 aspects of , 728–729 self-determination theory court documents, analysis of , 729–731 innate psychological needs , 127–128 evidence-based strategy , 713–714 intrinsic vs. extrinsic motivation , interdependencies , 709 126–127 expertise based interdependencies , program design features , 125–126, 128 716–717 senior management support , 129–131 promotion based interdependencies , structured process , 124 717–718 TVA , 121–122 logics of UBS’s Idea Exchange , 124 appropriateness , 706–707 Whirlpool , 123 consequences , 705–706, 710–711 Gross national income (GNI) , 393 market penetration strategy , 712–713 GSK. See GlaxoSmithKline (GSK) medical education strategy , 714–715 open systems framework coevolutionary game theory , 727–728 H comparative analysis , 720, 721 Harris survey of public trust , 705 cosmetic changes , 728 Hatch-Waxman Act , 231–233, 238, 261 foundational elements , 722–725 Healthcare Effectiveness Data and Information premises , 725–726 Set (HEDIS), 401–402 trust-value tradeoffs , 727 Index 761

pharmaceutical value chain M confl icted logics , 707–708, 718–719 Malaria vaccines , 374 dominant logic , 704–705 Managed care organizations (MCO) , physician–patient exchanges , 706–707 226, 533, 544 strategy-tactics gap , 703 Management support, grassroots innovation , 131 study data and analytical approach , organizational support , 130 708–709 resource allocation , 129 Integrated Promotional Services™ (IPS) , 520 tangible incentive , 129–130 Intercontinental Medical Statistics (IMS) , 156 tolerance for failure , 130 Internal rate of return (IRR) , 86, 93 visibility of involvement , 129 Intrinsic motivation , 126–127 Marketing. See Pharmaceutical marketing Investigational New Drug (IND) , 29 Marketing budgets IPEO. See Index of patient empowerment dynamic optimization , 580–583 orientation (IPEO) econometric models , 565 management surveys , 564 research , 584 J static optimization , 578–580 Johnson & Johnson (J&J) , 370, 446, 447, 483 Marketing spending models , 16–17 Journal of the American Medical Association budgeting behavior (JAMA) , 434, 719 econometric models , 565 management surveys , 564 drug demand models , 566–570 L competitive interaction , 572–574 Launch and diffusion decision chain, drug quality , 571–572 new drugs , 14 product launch, marketing investment , branded drug prices , 206 574 categories , 192 responsiveness of , 570–571 CCP , 216 return on investment , 575–577 conjoint analysis , 201–203 e-marketing , 559 consideration and choice models , global advertising spenders in 2009 , 200–201 561–562 cross-country spillovers , 217 optimal budgets different geographic markets , 191 dynamic models , 580–583 diffusion models , 193–195 static models , 578–580 DTCA , 207 pharmaceutical spending categories, 560–561 heavy artillery , 215 product launch, marketing investment , 562 international launch timing and pricing , research 211–214 allocation models , 585 learning models , 199–200 budgeting behavior , 584 market potential and speed, variance , digital marketing , 584–585 208–211 model building , 584 methodological frameworks , 191, 192 pricing decisions , 586 post-adoption learning , 215 product and spending decisions , 585 prescription count models , 197–199 2005–2009 US marketing expenditures , price level , 204, 205, 217 558, 559 risk factor , 204 Memorial Sloan-Kettering Cancer Center , 89 sales models , 195–197 Me-too drugs , 33–34, 100, 205 sample-dispensing behavior , 208 Monte Carlo analysis , 94, 95 side effects and safety , 208 Lead compound , 27–28 Learning models , 192, 199–200 N Learning theory , 157–158 Nanotechnology , 14, 151, 162, 164 Licensing , 55, 57, 89, 110–111 National Ambulatory Medical Care Survey Linear-in-means model , 462 (NAMCS) , 636 762 Index

National Institutes of Health (NIH) , 21, 89 Over-the-counter cough and cold medication National medical societies , 387 (OTC-CCM) , 15 National technical advisory groups (NITAGs) , awareness and warning understanding , 348 386–387, 401 excessive deliberation , 352 NCATS. See New center for advancing FDA warning translational sciences (NCATS) marketing literature , 354 NDA. See New drug application (NDA) MHRA recommendations , 353 Negative binomial distribution (NBD) , NPR survey , 355 572, 579 parental experience , 357 Nerlove–Arrow exponential decay warning effectiveness , 357–360 model , 690 nudging vs. coercing , 351–352 Net present value (NPV) , 61, 93–94, one-sided vs. two-sided arguments , 350 137, 582 present bias , 352 Networks preventive/promotional regulatory focus , contagion , 473 350–351 existing literature safe experience, risk-causing agent , 347–348 economics literature , 463 trust , 347 epidemiology , 462 vividness warning , 348–349 sociology literature models , 462 managerial implications , 469–470 patient and product characteristics , 472 P payor characteristics , 472 Patent and Trademark Act , 60 physician social networks , 460–462 Patent expiry BW model , 468–469 ANDA , 261 complex contagion , 471 AstraZeneca , 272–274, 276–278 datasets, research , 465–466 Eli Lilly , 278–279 IVV model , 468 fi rm benefi ts , 265 NMB , 467–468 generic product, market entry , 275–276 opinion leaders , 464–465, 471–473 ground rules , 271–272 prescription decisions , 472 Hatch Waxman Act , 261 social infl uence , 473–474 longitudinal marketing mix variables , 281 structure , 458–460 media promotion , 274–275 Netzsch Fine Particle Technology , 162 new drug application , 261 New center for advancing translational Nexium , 272–274 sciences (NCATS) , 114–115 observations and guidance, managers , New chemical entities (NCEs) , 56, 87 280–281 New drug application (NDA) , 30, 171–172, pharmaceutical competition , 257–263 231, 261 pharmaceutical marketing mix models New molecular entities (NMEs) , 70, 84, cost-based competition (sandwich 120, 676 approach), 266–267 Nexium , 11, 110, 199, 247, 275–277 drug pricing , 266 NITAGs. See National Technical Advisory DTC advertising , 268, 271 Groups (NITAGs) duopoly period , 266

NMEs. See New molecular entities (NMEs) H2 receptor antagonist market , 267 Nonsteroidal anti-infl ammatory drugs monopoly period , 266 (NSAIDS), 176, 523 R&D , 267–268 tablet shape/color , 268–270 value transference , 268 O Prilosec , 272–274 Offi ce of Alliance Management , 64 Prozac , 278–279 Open-science model , 48–49 rents/margins , 264 Orphan Drug Act (ODA) , 258, 262 trademark awareness , 264 Orphan drugs , 32, 35 value transference , 264 Index 763

worldwide sales profi ts , 256 lagged input effects , 545 Zyprexa , 278–279 lagged output effects , 545 Patient empowerment , 15 marketing communication variables , blockbuster model , 426 546–547 demographic and lifestyle changes , 429–430 meta-analytic estimation , 551–552 IPEO , 446–447 D-S theorem , 548 joint decision-making process , 428 DTC advertising ratio , 551 limitations , 450–451 optimal detailing ratio , 551–552 macro-trends , 428 sales ratio , 549–550 marketing methodological approach , 533 DTCA , 435 online technology , 533 global pharmaceutical market , 435 pharma promotion , 532 sales reps , 435 product life cycle stage , 535, 542 stock returns/systematic risk , 436 relative vs. absolute output measure , 544 therapy launch, patient role in temporal data aggregation , ( see Therapy launch) 544–545 therapy promotion, patient role in USA vs. Europe , 543–544 ( see Therapy promotion) Pharmaceutical Advertising Advisory Board modernization and self-expression , 429 (PAAB) , 655 patient–physician relationship , 433–434 Pharmaceutical industry patient welfare , 428 challenges pharmaceutical companies , 445–446 consumerist patients , 12–13 regulatory changes , 432–433, 449 corporate image, deterioration of , Takeda , 447 10–11 technological evolution , 430–432 digital and social media , 12 traditional model , 427 generic competition , 9 white-coat model , 426 new drugs, decline of , 8–9 Patient orientation , 451 price pressure , 10 Patient Protection and Affordable Care sales representatives , 11 Act of 2010 , 32 healthcare expenditures , 557–558 PBMs. See Pharmacy benefi t managers innovation ( see Pharmaceutical innovation) (PBMs) marketing ( see Pharmaceutical marketing) PDMA. See Prescription Drug Market return on sales , 558 Act (PDMA) Pharmaceutical innovation , 2 Pearson index , 104–105 alliance portfolios (see Alliance portfolio Personalized medicine , 140, 162–163 management) Personal Selling Audit (PSA) , 521 characteristics of , 2–3 Personal selling elasticities dimensions of bias-corrected benchmark elasticity , cost , 3–4 547–548 projects , 4 blockbuster product , 533 return , 5 database compilation , 536 time , 5 database description , 536–539 uncertainty , 4–5 data coding , 539 drug discovery and development data collection , 544 ( see Drug innovation process) determinants , 535 grassroots innovation program endogeneity , 545–546 (see Grassroots innovation) estimation model and procedure , 541 launch and diffusion decision chain frequency distribution , 539–540 ( see Launch and diffusion decision heterogeneity , 546 chain, new drugs) histogram , 539 patent expiration (see Patent expiry) HLM model estimation , 541–542 portfolio management (see Portfolio independent variables and coding , 540–541 management) 764 Index

Pharmaceutical lifecycle extension strategies research gaps ANDA , 232 Abilify , 696 bioequivalence , 232 HMOs and PBMs , 697 branded generics , 228 NME , 697 classifi cation of , 227 Revlimid , 697–698 FDA , 232 sampling ( see Pharmaceutical sampling) generic drugs , 226 spending models (see Marketing spending generic entry models) consequences of , 233, 235–236 spillover effects determinants of , 233 across-market spillover , 681 empirical research , 234–236 dynamic-perception , 682, 686–687 Hatch-Waxman Act , 233 LBK , 686 impact of , 238 prior-perception , 682, 686 knowledge assets , 229 R&D efforts , 681 legal strategies , 229 sample analysis , 687–695 generic settlements , 249 strategic interaction , 686–687 patenting strategies , 248–249 three dimension , 678 marketing strategies , 250 types of , 678 branded generics , 242 umbrella branding , 683–685 differentiation , 241 under-investment effect , 682–683 divestiture , 241 Pharmaceutical promotion , 594–602 long-term prices , 244 Bass model OTC drugs , 244–246 asymmetric infl uence theories , 613 pricing , 238–239 consumption externalities, role of , 611 promotion , 240–241 diffusion models , 610, 612 pharmaceutical terminology and external infl uence , 609 abbreviations, 232 internal infl uence , 609–610 R&D strategies , 228, 250 marketing variables , 610 combination drugs , 246–248 mixed infl uence , 610 new indications , 245 trial-repeat diffusion model , 611 next-generation drugs , 247, 248 brand level demand effects reformulations , 246, 247 market characteristics , 605 reputational assets , 229 model effects and data characteristics , Pharmaceutical marketing , 2 605–606 brand level marketing efforts , 619 product characteristics , 604–605 brand’s life cycle , 617–619 promotional instrument , 604 business strategies , 675 brand level sales , 602 category life cycle stage , 616–617 informative function , 592, 606–607 category sales , 619 marketing instruments , 593 in developing countries , 622 persuasive function , 606–607 DTCA (see Direct-to-consumer advertising price, role of , 607–609 (DTCA)) product category level demand effects , features of , 676–679 602–603 institutional theory analysis (see welfare effects , 593 Institutional theory analysis, Pharmaceutical Research and Manufacturers pharmaceutical marketing) of America (PhRMA), 20–21, 631 internet channel, role of , 623 Pharmaceutical sampling , 16 modeling implications , 619–620 academic research patent expiry (see Patent expiry) free drug samples, effects of , patient–gatekeeper relationship , 6–7 522–523 payers , 7 physician’s free sample dispensing regulation of , 7–8 decision , 525–526 regulatory changes , 622–623 aggregate modeling , 525–526 Index 765

data sources, marketing research defi nition of , 85 ImpactRx panel , 521–522 drug compounds , 87–88 IMS Health data , 520 execution , 114 PSA , 521 acquisition and licensing , 110–111 SDI Health LLC , 521 frequency of change , 109–110 Verispan , 521 incentives , 111–112 physician level modeling organizational design , 109 panel models , 526–527 GSK’s portfolio , 90–92 test–control study , 526 individual project valuation research , 528–529 conjoint analysis , 96 sample allocation model , 527–528 DCF analysis , 93–94 in US pharmaceutical industry decision trees , 94–95 analytical process , 511–512 failed project, impact of , 96 dispensation pathways , 514–515 market research , 96 dispensation patterns , 515–517 real options theory , 95 free sample distribution practices , 508 Lipitor® , 84 government regulations , 510–511 NCATS , 114–115 physicians, sample delivery , 512, 514 performance outcomes , 90 reasons for sample usage , 509–510 Pfi zer’s portfolio , 90, 92 sample-related marketing research pharmaceutical industry structure , 88–89 questions , 512, 513 portfolio optimization (see Portfolio source of business (see Source optimization) of business (SOB)) portfolio risk measures , 97–98 Pharmacy benefi t managers (PBMs) , 226, 470, portfolio valuation , 96–97 479, 677, 698 process effectiveness metrics , 90 Physician opinion leaders resource allocation/portfolio balance , 90 correlated observables , 464–465 Portfolio optimization , 113–114 endogenous group formation , 464 incremental/radical innovation , 100–103 hierarchy and variety , 472–473 optimal project selection and prioritization identifi cation of , 457 decision trees , 106–107 maps , 471 Expected Delay Loss Index , 106 simultaneity , 464 Gittins index , 105 Physician Payment Sunshine Act , 719 internal and external interaction , 108 Physician social networks , 460–461 Pearson index , 104–105 complex contagion , 471 project selection problem, taxonomy contagion effects of , 104 BW model , 468–469 overall R&D investment , 100 IVV model , 468 Prescription count models , 197–199 NMB , 467–468 Prescription drug datasets, research , 465–466 clinical trials data opinion leaders , 464–465, 471–473 AIDS randomized clinical trial ACTG Portfolio diversity 175, 178–179 industry and product market diversity , 155 attrition rate , 178 partner diversity , 154–155 health status measures , 179 technological diversity (see Technological limitations , 180–181 diversity, alliance portfolios) post-marketing trials , 174–175 Portfolio management pre-marketing trials , 174–175 alliance portfolios (see Alliance portfolio VIGOR trial , 176 management) pharmaceutical studies , 181–182 bubble-chart analysis , 90 physician and patient evaluations , 173 categorization of , 85–86 post-marketing data DCF/real options analysis , 89–90 Cialis , 184 decision making , 98–99 Levitra , 184 766 Index

Prescription drug (cont.) symptoms, behaviors, and feeling , 293–294 self-reported consumer survey data , 183 symptom typology , 307–308 symptomatic and curative effect , 183 top-down methods , 290, 291 treatment outcome data , 183 base rate effects , 300–301 Viagra , 184 de-biasing risk , 305 Pravachol , 171–172 geographical proximity , 303 Vioxx , 172 probabilistic proximity , 304–305 Prescription Drug Market Act (PDMA) , psychophysical estimation models , 301 510–511 social proximity , 303–304 Prilosec , 272–277 temporal proximity , 303 Primary care physician (PCP) , 216, 383, ROI. See Return on investment (ROI) 401, 468, 516 ROI Analysis of Pharmaceutical Promotion Principal–agent theory , 111, 112 (RAPP) , 525 prozac , 13, 278–279, 622, 686 Pseudo-generics , 40, 242 Public sector research institutions (PSRIs) , S 46, 48–49, 89 Sales models , 192, 195–197, 458 Sample-dispensing model , 572 Sample response models , 511–512 R Sampling. See Pharmaceutical sampling Random screening , 25 Scott-Levin Associates , 521 Rational drug design , 28 SDI. See Surveillance Data Incorporated (SDI) Real options analysis , 89–90, 95 Seemingly unrelated regression estimation Relationship marketing (RM) , 433–434, 585 (SURE) , 690 Return on investment (ROI) Seeming unrelated regressions (SUR) , 525 DTCA , 693–635 Self-coordination , 122 evidence-based strategy , 713 Self-determination theory (STD) , 14, 125 sales representatives , 11 innate psychological needs of spending categories , 575–576 autonomy , 128 Revlimid , 636 competence , 127 Risk assessment relatedness , 128 advertisements , 288 intrinsic vs. extrinsic motivation , 126–127 bottom-up strategy program design features , 125–126, 128 accessibility–diagnosticity model , 296 senior management support , 131 ambiguous symptoms , 296–297 organizational support , 130 consequences, symptoms , 298 resource allocation , 129 de-bias risk , 299–300 tangible incentive , 129–130 disease correlation , 298 tolerance for failure , 130 effective strategy , 291 visibility of involvement , 129 self-reference , 299 SOB. See Source of business (SOB) signal detection theory , 295 Social media , 12, 16 symptoms, behaviors, and feeling , AstraZeneca , 483–484 293–295 Atkins , 483 symptom’s occurrence , 295–296 benefi ts of , 477–478 de-biasing strategies , 290 BMS , 484 diabetes , 289 challenges of , 481–482 geographic proximity effects , 306 communications strategies , 497–499 H1N1 , 289 GSK , 483 overestimate risk , 291 implications risk estimation consequences , 306–307 measuring success (returns) , 500–501 seeking treatment, cost and benefi ts of , 309 prescriptions, pharmaceutical fi rms , self-diagnose , 287 501–502 self-negativity bias , 292 J&J , 483 self-positivity bias , 291–292 pharmaceutical companies , 484, 485 Index 767

physicians and patients , 480–481 T WOM Takeda , 446, 447 attributes of , 487 Tangible incentives , 127, 129–131 conceptual framework , 486 Technological diversity, alliance portfolios , fi rm targeting strategy , 488 151, 154 impact of , 487–488 in pharmaceutical industry , 163–164 inference of , 487 biotechnology , 161–162 methodologies , 490–491 competing theoretical perspectives , offl ine settings , 485, 486 157–159 online settings , 485 fi rm heterogeneity , 159–161 pharmaceutical industry , 489–490 industry and institutional change , 163 research , 492–497 nanotechnology , 162 sales funnel , 498 personalized medicine , 162–163 sources of , 487 vs. product market diversity , 156–157 vs. traditional marketing , 488–489 Technology-push model , 23 Source of business (SOB) Tennessee Valley Authority (TVA) , 121–122 antidepressant class Therapy Area Units (TAUs) , 91 distribution by treatment type , Therapy launch 518–519 defi nition , 436 treatment type distribution , 519 Erbitux , 438 treatment volume distribution , KOL , 436 517, 518 patient opinion leaders , 436–437 classifi cation of , 517 patient support organizations , 437 defi nition of , 517 Therapy promotion Spillover effects direct-to-physician channels , 438 across-market spillover , 681 fi rm-to-patient communication via mass dimensions of , 678 media , 442–443 dynamic-perception , 682, 685–686 patient adherence programs , 443–445 LBK , 686 patient engagement via social media , prior-perception , 682, 685 439–442 R&D efforts , 681 sales force management , 439 sample analysis Transaction costs , 59, 63, 705 CPI , 690 Triple-i , 123 descriptive statistics , 690, 691 TVA. See Tennessee Valley Authority (TVA) DTCA , 687 ethical drug subcategory , 688 FDA , 687 U goodwill stocks , 689–690 Uniform System of Classifi cation regression results , 692 (USC) , 156 return-on-investment measures , United States Patent and Trademark Offi ce 693–695 (USPTO) , 156, 248, 271 sales model , 689 University of California , 89 short-run and long-run elasticities , University of Michigan Health System , 692–693 508–509 TV DTCA , 688 University of Pennsylvania , 509 strategic interaction , 686–687 User-generated content (UCG) , 484, 487, 559 types of , 678 US National Nanotechnology Initiative , 162 umbrella branding , 683–685 under-investment effect , 682–683 STD. See Self-determination theory (STD) V Supplemental new drug application (SNDA) , Vaccines 231, 261, 262 anti-vaccination information , 409–410 Surrogate selling strategy , 711, 714–715, 717 budget competition , 411 Surveillance Data Incorporated (SDI) , 466 Chinese government , 407 768 Index

Vaccines (cont.) launching , 401–402 competitor shares new product development , 399–400 regions and countries , 370–371 pricing , 402–404, 411 selected franchises , 371, 372 product and branding strategy , consumer belief–behavior causality , 410 398–399 customers , 374, 375 market share dynamics , 411 advocates and opponents , 395–396 non-vaccination, risks of , 408 anticipated regret , 382 polio outbreaks , 408 attitude and belief segments , 379–381 revenue structure , 368, 370 consumer vaccination decision process , sales forecasting , 405 376–377 types of , 366 national medical societies , 387 vaccine fatigue , 410 NITAGs , 386–387 vaccine manufacturers, number of , 372 norms , 381–382 past vaccination behavior , 382 perceived and actual behavioral , 382 W perceived threat/risk , 378–379 WHO. See World Health Organization (WHO) physicians’ vaccination behavior , Word of mouth (WOM) 383–384 attributes of , 487 private and public markets , 376–378 conceptual framework , 486 private purchasers , 393–395 fi rm targeting strategy , 488 public purchasers , 389–393 impact of , 487–488 roles , 374 inference of , 487 WHO , 387–389 methodologies , 490–491 database , 411–412 offl ine settings , 485, 486 entry barriers , 373 online settings , 485 fl u vaccines , 367 pharmaceutical industry , 489–490 health care professionals , 409 research , 492–497 HPV vaccines , 374 sales funnel , 498 large pharmaceutical companies , 370 sources of , 487 leading global vaccine and pharmaceutical vs. traditional marketing , 488–489 corporations, 368, 369 World Health Organization (WHO) malaria vaccines , 374 vaccine recommendations , 389 marketing decisions vaccines, prequalifi cation of , 389–390 communication , 404–405 competitive advantage , 397–398 country/region , 396 Z distributions , 404–405 Zyprexa , 278–279, 674