The Handbook of Marketing Strategy for Life Science Companies

List of Figures

Figure 1.1 Basics of the market research process

Figure 3.1 Major steps toward commercialization in therapeutics

Figure 3.2 The classical customer purchasing process

Figure 3.3 Example of a customer persona: Terry—The typical lab tech

Figure 3.4 TAM-SAM-SOM model framework

Figure 3.5 TAM-SAM-SOM model for a hypothetical small-cell lung cancer diagnostics device

Figure 3.6 Illustrated Porter’s model

Figure 3.7 Illustrated SLEPT model

Figure 3.8 SWOT model framework

Figure 3.9 From SWOT to TOWS

Figure 4.1 Marketing strategies based on the product/market matrix

Figure 4.2 Porter’s four marketing strategies

Figure 4.3 The Hook Model

Figure 4.4 The Bullseye Framework

Figure 6.1 Simulation of the break-even point in a hypothetical ...