The Handbook of Marketing Strategy for Life Science Companies

Index

A

AARRR! metric, 141–142

Acquisition (AARRR!), 141–142

actions (implementation plan), 147

Activations (AARRR!), 141–142

active secondary research, 18–22

activity responsibility (implementation plan), 147

advertising, 127

guidelines directly to customers (B2C), 173

materials, analyzing, 67

advertising guidelines directly to customers (B2C), 173

advertising-to-sales ratio, 160–161

allowances, 123–124

American Hospital Association, 20

Anderson, Eric, 143

Ansoff, Igor, 102–103, 142

attributes, customer purchasing, 50

average cost per unit, break-even analysis, 158

average price per unit, break-even analysis, 158

average retention cost, 162

B

bargaining power of buyers, 78

bargaining power of suppliers, 77–78

barriers to entry, 78–79

behavioral ...