Computer Applications in Pharmaceutical Research and Development (Wiley Series in Drug Discovery and Development) Review

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(More customer reviews)The papers in this book summarise the ways in which computers are used these days in pharmaceutical research. If nothing else, the sheer accrued volume of published research necessitates sophisticated information analysis. So some sections deal with what you might call the library science issues.
But the book goes much further. A new field of bioinformatics has emerged, and some chapters of the book attempt to explain it. Sitting at the intersection of computing, biology and chemistry. Specifically within biology, it deals with genomics and cell biology. A key idea is the making available of large databases, for efforts like predicting the 3 dimensional structure of a molecule. And for finding targets for theraputic intervention. How to describe this data in a way useful to others to avail themselves of it? The text shows progress along this front.
Some parts of the book are really just describing the state of the art of crystallography. Where the challenges are in finding or predicting the structures of large biologically significant molecules.

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A unique, holistic approach covering all functions and phases of pharmaceutical research and developmentWhile there are a number of texts dedicated to individual aspects of pharmaceutical research and development, this unique contributed work takes a holistic and integrative approach to the use of computers in all phases of drug discovery, development, and marketing. It explains how applications are used at various stages, including bioinformatics, data mining, predicting human response to drugs, and high-throughput screening. By providing a comprehensive view, the book offers readers a unique framework and systems perspective from which they can devise strategies to thoroughly exploit the use of computers in their organizations during all phases of the discovery and development process.Chapters are organized into the following sections:* Computers in pharmaceutical research and development: a general overview* Understanding diseases: mining complex systems for knowledge* Scientific information handling and enhancing productivity* Computers in drug discovery* Computers in preclinical development* Computers in development decision making, economics, and market analysis* Computers in clinical development* Future applications and future developmentEach chapter is written by one or more leading experts in the field and carefully edited to ensure a consistent structure and approach throughout the book. Figures are used extensively to illustrate complex concepts and multifaceted processes. References are provided in each chapter to enable readers to continue investigating a particular topic in depth. Finally, tables of software resources are provided in many of the chapters.This is essential reading for IT professionals and scientists in the pharmaceutical industry as well as researchers involved in informatics and ADMET, drug discovery, and technology development. The book's cross-functional, all-phases approach provides a unique opportunity for a holistic analysis and assessment of computer applications in pharmaceutics.

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Healthcare Relationship Marketing Review

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(More customer reviews)Dr. Haimowitz has written a practical and indispensable handbook and reference for Relationship Marketing practitioners, managers, and newcomers. While the focus is on Relationship Marketing (RM) in the Healthcare industry, I estimate that more than half of the material is directly applicable to other industries such as Packaged Goods and Financial Services.
One of the strengths of Dr. Haimowitz's book is that it assumes no prior knowledge of Relationship Marketing and therefore avoids unnecessary jargon or buzzwords. Instead, he provides an excellent, plainspoken overview of Relationship Marketing concepts, strategies, tools, and techniques while also offering specific case studies that are directly applicable in today's Healthcare environment. In particular the book includes interviews with industry experts (all with over 15 years experience). These interviews offer invaluable, first hand insight into the challenges and opportunities unique to modern Healthcare Relationship Marketing. Dr. Haimowitz has also wisely decided to focus less on cataloguing specific current RM tactics, but instead on explaining the key concepts, principles, and strategies that will remain consistent even in a rapidly changing business environment.
The overall tone is practical and analytical and the chapters on Analytics, Operations, and Measurement may indeed be the strongest. However, even the formal formulas and equations are presented and explained clearly and concisely.
In summary, this book is highly recommended as an important addition to the library of any RM professional regardless of role (e.g. Strategy, Media, Operations, or Analytics). While the case studies and tactics are focused on the Healthcare industry the RM concepts, principles, tools and techniques are broadly applicable across multiple industries.

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In recent years there have been dramatic changes in the pharmaceutical promotional landscape, affecting both consumers and healthcare professionals. One consequence of these dynamics is the need for pharmaceutical companies to plan new kinds of dialogue and relationships with their stakeholders. The evolution has been from mass-channel 'push' marketing to two-way, multi-channel relationship marketing. Targeted Emails, webinars, mobile messages, and social networks are expanding in usage. This book is a practical overview and resource guide for the design and measurement of pharmaceutical relationship marketing (RM) programs. There are descriptions of each aspect of pharmaceutical RM design and measurement, including a running case study with follow-up exercises. The author has also conducted interviews from several pharmaceutical marketing industry experts, each having 15 years or more of working healthcare RM knowledge, and each speaking on their specific specialities. For newcomers to healthcare marketing, this book can serve as a foundation and introduction that provides framework, details, and examples of both relationship marketing designs and associated measurement disciplines. "Healthcare Relationship Marketing" will also be valuable to readers currently working in pharmaceutical marketing or sales who may not have exposure to the particular disciplines of relationship marketing and direct response measurement and optimization. Even for the experienced practitioner this will serve as a convenient reference that pulls together all of the program components and measurement frameworks within a single book. This book may also serve as a textbook within a university master's level course in marketing, or a pharmaceutical M.B.A. program.

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