Pharmaceutical Product Strategy: Using Dynamic Modeling for Effective Brand Planning

Applying business modeling and branding concepts specifically to the pharmaceutical industry, Colorado Springs-based practitioners of the Dynamic Modeling approach introduce traditional and dynamic modeling approaches to new product planning. With many case studies, they examine the advantages the dynamic framework has over such traditional strategies as spreadsheets in the context of the industry's risks associated with ineffective decision-making. E.g., in regard to the marketing of new c...