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Pharmaceutical Institute, in Collaboration With Campbell Alliance, Releases Second Edition of Breakthrough Book on the Inner Workings of the Pharmaceutical Industry
Date:7/8/2008

le, from pre-launch through patent expiration and beyond.

-- "Sales" describes how sales representatives are trained and compensated, how they prepare for and execute sales calls, the diverse ways a sales organization can be organized, and the purpose and process of prescriber segmentation.

-- "Managed Markets" provides an overview of payers, health plans, pharmacy benefit managers, hospitals and other healthcare providers, describing how pharma and biotech companies develop strategies to attain desired product positioning from the most important of these accounts.

-- "Manufacturing Operations" explains the complex, highly regulated processes involved in making a drug product for clinical trials and scaling it up for commercial use.

-- "Trade and Distribution" offers an overview of the journey that products take from manufacturing sites to the consumer.

Additional chapters in the book include

-- "Introduction to the Industry": Provides a historical overview of pharmaceutical innovation, dating back to the 1800s; compares traditional pharma companies with biotech companies; and examines the private and governmental regulatory framework circumscribing industry practices

-- "What Is a Drug?": Examines the definitions of drugs and biologics, as well as addressing key concepts such as active pharmaceutical ingredients, mechanism of action, pharmacokinetics, pharmacodynamics, drug categories, and indications

-- "Pharma and Biotech Customers": Profiles the three leading "demand drivers" in the industry-prescribers, payers and health plans, and patients

"Understanding Pharma, Second Edition", also contains a useful appendix on the make-up of the pharma industry's corporate infrastructure, including finance, human resources, information technology, and legal departments.

"Understanding Pharma, Second Edition", is a must-read for anyone in the pharma industry-those new to the industry, industry veterans, an
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SOURCE Pharmaceutical Institute
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