Building Global Biobrands: Taking Biotechnology to Market - Hardcover

George MorrowExecutive Vice President, Worldwide Sales and Marketing, Amgen The essence of branding biopharma products is telling well the story of the match between product performance and customer needs. Simon and Kotler have provided a feast of examples of the branding strategies deployed with biopharma products. Their book will be a valuable reference for all students of branding. William A. Haseltine, Ph.DChairman and Chief Executive Officer, Human Genome Sciences "Building Global Biobrands" is a thoughtful and original analysis of present and future trends in this exciting industry. It is a must-read for those in the biopharma business and for the general reader seeking insight about the most important technology in the twenty-first century. Bernard PoussotPresident, Wyeth Pharmaceuticals "Building Global Biobrands" tells the fascinating story of the biosector, its promises, and its daunting challenges. Global by necessity, biobrands require unprecedented resources and approaches to emerge and last. A must-read for anyone who wants to understand the Biotech Century. G. Steven BurrillCEO, Burrill & Company Lots of books have been written about the business of biotech, but few have been written about marketing and brands in the biopharma sector. This is a jewel. Simon and Kotler are timely, insightful, and readable. Enjoy. James C. MullenChairman and CEO, Biogen, Inc. This book offers new thinking on the strategic challenges of biotech companies trying to build brands while navigating regulatory mine fields and rapid advances in biology and medical technology. Samuel Broder, M.D.Chief Medical Officer, Celera, and former Director, National Cancer Institute Simon and Kotler have put together an extremely useful analysis of how innovation in the biosector is harnessed for success in the market. Thomas EbelingChief Executive Officer, Novartis Pharmaceuticals "Building Global Biobrands" provides important insights into the marketing of innovative medicines today, especially those with potentially lifesaving benefits. The authors explore the strategy for marketing breakthrough drugs and shed light on harnessing the power of activist patients and the escalating influence of the Internet.

Philip Kotler is the S.C. Johnson Distinguished Professor of Marketing at the J.L. Kellogg Graduate School of Management, Northwestern University.