Pharmaceutical lifecycle management : making the most of each and every brand / Tony Ellery, Neal Hansen. Ellery, Tony. Hansen, Neal. Pharmaceutical industry Economic aspects. Drug approval Economic aspects. Drug Industry economics. Drug Approval economics. Economics, Pharmaceutical legislation & jurisprudence. Marketing methods. Pharmaceutical Preparations economics. HD9666.5 .E45 2012eb 338.4/76153 23 Includes index. A comprehensive guide to optimizing the lifecycle management of pharmaceutical brandsThe mounting challenges posed by cost containment policies and the prevalence of generic alternatives make optimizing the lifecycle management (LCM) of brand drugs essential for pharmaceutical companies looking to maximize the value of their products. Demonstrating how different measures can be combined to create winning strategies, Pharmaceutical Lifecycle Management: Making the Most of Each and Every Brand explores this increasingly important field to help readers understand what they can--and must--do to get. Hoboken, N.J. : John Wiley & Sons, ©2012. ©2012. 2012 Text 1 online resource (xxii, 389 pages :) : http://onlinelibrary.wiley.com/book/10.1002/9781118266755 eng Pharmaceutical lifecycle management. Pharmaceutical lifecycle management.