A Logical Approach Integrating Pharma's Creative Marketing Skills Could Expand the Market, Help Patients, and Provide for Better Economic Returns for Both Pharma and Diagnostics.DUBLIN Dublin, city, Republic of Ireland Dublin, Irish Baile Átha Cliath, county borough (1991 pop. 915,516), Leinster, capital of the Republic of Ireland, on Dublin Bay at the mouth of the Liffey River. , Ireland -- Research and Markets (http://www.researchandmarkets.com/reports/c31563) has announced the addition of Integrating Diagnostics (1) Software routines that test hardware components (memory, keyboard, disks, etc.). Diagnostics are often stored in ROM chips and activated on startup. (2) Error messages in a programmer's source code that refer to statements or syntax that the compiler or assembler and Therapeutics therapeutics Treatment and care to combat disease or alleviate pain or injury. Its tools include drugs, surgery, radiation therapy, mechanical devices, diet, and psychiatry. for Targeted Therapies, Part 1: Optimizing the Comarketing Plan to their offering. With so many targeted therapies requiring the use of a diagnostic coming to market, comarketing of diagnostics and therapeutics will become routine. This report (the first in a series of two) addresses key frameworks on which to build comarketing models that deliver integrated care in ways that expand the market, help patients, and provide for better economic returns for pharma and diagnostics companies. The pharma industry should not hesitate to take an early, active role in the collaboration Working together on a project. See collaborative software. . Herein, the author separates fact from fiction in the diagnostics marketing arena, explain the benefits to pharma of becoming intimately involved in the comarketing process, and provide three logical hypotheses on which to start planning and negotiation with a diagnostics partner. Business Implications --With a broad range of targeted therapies requiring the use of a diagnostic coming to market, comarketing of diagnostics and therapies will become routine. Although theranostics and personalized medicine  The external links in this article or section may require cleanup to comply with Wikipedia's content policies. promise to change the pharmaceutical business model, pharmaceutical companies have little experience in commercializing and marketing diagnostics. --Pharmaceutical companies need to learn that diagnostics, like the more familiar pharmacotherapies, respond to long-range planning, branded marketing strategies, and direct selling Direct selling is the marketing of products or services to consumers through sales tactics including presentations, demonstrations, and phone calls. It is sometimes also considered to be a sale that does not utilize a "middle man" such as a retail outlets, distributors or brokers. . Diagnostics can also, in a wide range of circumstances CIRCUMSTANCES, evidence. The particulars which accompany a fact. 2. The facts proved are either possible or impossible, ordinary and probable, or extraordinary and improbable, recent or ancient; they may have happened near us, or afar off; they are public or , enhance a therapy's life-cycle and provide a more-predictable return on marketing investment. --Although the recent growth in targeted therapy has encouraged the tandem (Tandem Computers Inc., Cupertino, CA) A former major manufacturer of fault-tolerant computers founded in 1974 by James Treybig and provider of the early 21st century technology for HP's enterprise computing strategy. delivery of diagnostics and therapeutics to the physician's office, joint sales teams are still not widely employed. Until the economics of a shared salesforce is explored in the field, the responsibility for organizing direct detailing of the diagnostic will be borne by the diagnostics partner. --The pharma industry should not hesitate to take an early, active role in the collaboration to deliver integrated care. A logical approach integrating pharma's creative marketing skills could expand the market, help patients, and provide for better economic returns for both pharma and diagnostics. Topics Covered Overview of Diagnostics and Pharmaceutical Comarketing Efforts Barriers to Comarketing: Separating Fact from Fiction The Need for New Thinking Conclusion: Integration of Diagnostics and Therapeutics List of Tables Table 1. Planning Stages for a Parallel Evolution of a Therapeutic and a Diagnostic Table 2. Select Companies Investing in Brand-Name Awareness Table 3. Relationship Between Therapy and Diagnostics Markets, 2003 Table 4. Potential Scenarios for Marketing Expenditures on a Diagnostic vs. a Therapy List of Figures Figure 1. Comparison of Promotional Spending for a Targeted therapy Enabled by a Diagnostic Figure 2. Diagnostics vs. Pharmaceuticals in the Small-Cap Small-cap A stock with a small capitalization, meaning a total equity value of less than $500 million. small-cap 1. Of or relating to the common stock of a relatively small firm having little equity and few shares of common stock HIV/HBV Market-Comparison of Innogenetics with Gilead Sciences Gilead Sciences NASDAQ: GILD is a biopharmaceutical company that discovers, develops and commercializes therapeutics to advance the care of patients suffering from life-threatening diseases. Companies Mentioned --Chiron --Cytyc --DakoCytomation --Focus Diagnostics --Genentech --Gilead --GlaxoSmithKline --Merck --Roche Diagnostics --Sanofi-Aventis For more information visit http://www.researchandmarkets.com/reports/c31563 Source: Decision Resources, Inc. |
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