Building Global Biobrands: Taking Biotechnology to Market

From medicine and defense to food and cosmetics, biotechnological breakthroughs are creating huge new global market opportunities as well as unprecedented challenges. Companies from mega-pharmaceuticals to infotech giants and biotech start-ups must radically rethink their business models. In the first book on the business of biotechnology, Françoise Simon and Philip Kotler combine their biotechnology and marketing ex-pertise to show managers how to innovate with bionetworks, win customers with biobrands, and create sustainable advantage worldwide. Simon and Kotler explain in clear nontechnical prose how innovation in the new biosector will be driven by a web of cross-industry collaborations, and in particular by three transforming forces: information technology, consumerism, and systems biology. With timely industry cases, the authors demonstrate that by capitalizing on these forces, companies from Hitachi and Siemens to Amgen and Pfizer could become the biotech leaders of the coming decades. The chapters on building and sustaining biobrands are the centerpiece of this indispensable book. Simon and Kotler present a powerful framework that will enable any manager to redefine and transform traditional models into a new branding paradigm: the global "targeted" model as an alternative to the global "mass market" model. The authors illustrate how each of these models has proven successful in launching such blockbuster drugs as Viagra, Lipitor, Rituxan, and Gleevec. Relevant to all industries impacted by biotechnology from consumer goods to industrial products, Building Global Biobrands is essential reading for every manager, marketer, analyst, and consultant who must understand the Biotech Century.

Table of Contents:
Contents Acknowledgments Foreword Preface Book Approach Research Methodology PART ONE NAVIGATING THE GLOBAL BIOSECTOR 1 The New Bio Marketspace Economic Impact of Biotechnology Innovation Timeline Global Reach of Biotechnology Cross-Industry Scope of Biotechnology 2 Transforming Forces in the Biosector Information Technology Consumerism Systems Biology 3 Innovating with Bionetworks Pharmaceutical Innovation Gap Biosector Restructuring: Mergers and Acquisitions Networking Strategies Building Network Equity PART TWO LEVERAGING THE POWER OF BIOBRANDS 4 Formulating Biomarketing Leveraging the Scope of Biobrands Determining the Reach of Biomarketing Redefining Disease and Therapies Formulating Biomarketing Targeting New Segments 5 Building Biobrands Developing Market-Driven Brand Profiles Implementing a Dual Branding Model Global Targeted Model: From Rituxan to Gleevec Global Mass Market Model: Lipitor Global Brand-Building Strategies 6 Sustaining Global Biobrands Managing Portfolios and Timelines Growing Franchises Growing Brands 7 Renewing Biobrands Renewing Franchises Renewing Brands: Leveraging Patents Renewing Brands: Changing Product Status PART THREE MEETING THE GLOBAL CHALLENGE 8 Balancing Access and Price Biopharma Economics Regulation Dynamics 9 Biopricing Strategies Managing the Pricing Timeline Deciding the Global Pricing Policy Designing a National Pricing Strategy Developing a Product/Segment Strategy Building Customer-Focused Brand Value 10 Linking Online and Offline Strategies Structure of E-Health Global Internet Trends Integrated Value Chain Strategies Conclusion Navigating the New Bio Marketplace Leveraging the Power of Biobrands Meeting the Global Challenge Notes Glossary Index