Articles by Stan Bernard, MD - Pharmaceutical Executive


Articles by Stan Bernard, MD

Product Positioning 2.0

Feb 1, 2014

Industry and market transformations have dramatically altered when and how products should be positioned for launch, writes Stan Bernard.

The 7 Habits of Highly Effective Competitors

Jan 1, 2014

Lessons to win in a shifting market dynamic

The New Commercial Model Myth

May 1, 2013

Pharma professionals need to find new competitive—not commercial—models to succeed in the competitive stage of the industry's lifecycle, writes Stan Bernard.

Rethinking Product Lifecycle Management

Feb 1, 2013

"Drug Life Optimization" can wrest more value through strategies that build a drug's brand franchise through its entire lifespan, according to Stan Bernard.

The Payer C Change: From Customers to Competitors

Sep 1, 2012

"Payers have evolved to become powerful global contenders with pharma for increasingly limited funding of drug budgets."

Creallaborations: Pharma Starts Thinking Outside the Pill Box

Aug 1, 2012

Creative non-pharmaceutical partnerships can offer innovators unique capabilities against the competition in a new era where challenges to market leadership are coming from every direction.

The Permanent Campaign

Oct 1, 2011

The product launch has been transformed from a concentrated, all-out military assault to the subtle, persuasive art of electioneering.

Competition 2.0: Brands vs. Generics

May 1, 2011

Innovator and generics companies are colliding as they invade each other's turf

Winning Beyond the Molecule

Apr 1, 2011

It can take both a clinical and non-clinical approach to win the differentiation competition


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