Channel & Distribution Strategy Essay

2497 WordsApr 1, 201110 Pages
IBA Molecular Marketing Channels Audit Paper Jeffrey McCloskey Carey Business School – The Johns Hopkins University Abstract This paper explores my thoughts and opinions on the marketing channel system design and management for my company’s product, 18F-FDG. It explores segmentation of the channel, splitting the workload amongst channel members, the structure decisions, a gap analysis, and sources of channel conflict. Keywords: nuclear medicine, positron emission tomography (PET), 18F-FDG (fluorodeoxyglucose), oncology imaging Nuclear Medicine Industry Overview Nuclear medicine uses very small amounts of radioactive materials to image and treat disease. In imaging, the radiopharmaceuticals are detected by special types of cameras that work with computers to provide very precise pictures about the area of the body being imaged. In treatment, the radiopharmaceuticals go directly to the organ being treated. New and innovative nuclear medicine treatments that target and pinpoint molecular levels within the body are revolutionizing our understanding of and approach to a range of diseases and conditions. Positron Emission Tomography Overview Positron Emission Tomography (PET) is a diagnostic imaging tool used in determining the presence and severity of cancers, neurological conditions, and cardiovascular disease. It is currently the most effective way to check for cancer recurrences. It also offers a significant advantage over other forms of imaging such as CT or MRI scans in detecting diseases. In 2005, an estimated 1,129,900 clinical PET patient studies were performed at 1,725 sites around the country. PET images demonstrate the chemistry of organs and other tissues such as tumors. A radiopharmaceutical, such as 18F-FDG (fluorodeoxyglucose), which includes both sugar (glucose) and a radionuclide (a radioactive element) that gives off signals,

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