Digital Strategies in the Pharmaceutical Industry Leonard Lerer, Mike Piper

This book is a comprehensive review of the current state of digital innovation, Internet activity, and e-business in the life sciences arena and a practical guide for managers planning, developing, and implementing e-strategies in the pharmaceuticalindustry. The authors provide numerous examples of innovative, best practice and lay the strategic foundation for using e-business across the pharmaceutical value chain from drug discovery to physician promotion to direct-to-consumer marketing.