Problems and Cases in Health Care Marketing

With a list price of more than $100, this book isn't a casual purchase. But for marketing executives in healthcare, the price might be worth the wisdom contained in these twenty-two case studies from Harvard Business School. The book is divided into seven sections: developing a marketing strategy; developing new products; launching new products, managing distribution; managing communication; managing the brand, and international marketing. Suggestions for solutions to the issues presented in the case materials are provided. For example, how should a drug firm plan its product development when only 1 out of 5,000 new drug candidates reach market? How can you promote the substitution of a $5 solution by a superior $300 one? How does the Internet change the way firms satisfy demands for medical goods and services? How can the industry strike a balance between the basic needs of developing countries and the highly customized demands in industrialized countries? The book's editors are HBS faculty members.