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Marketing Research Articles Related to the Health Care Industry

Marketing Research Articles Related to the Health Care Industry

Showing items 1-20 of 164.

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* 10 tips for conducting better product research with clinicians

Published
January 2013
Author
Joe Kalinowski
Abstract
When conducting research among clinicians, it's important to consider the unique medical environment and remember that clinicians are people, not just professionals.

27 focus groups, seven ethnicities, seven languages and 11 locations

Published
April 1997
Author
Joan Lawton
Abstract
The Centers for Disease Control (CDC) and Westat, Inc., used extensive group research to investigate diabetes in specific ethnic groups. The complex study provided valuable information for the CDC and Westat as well as for marketing in general.

A complete examination

Published
January 1993
Author
Quirk's Staff
Abstract
Focus groups give a Dallas hospital insight into men's attitudes toward health care.

A deeper examination

Published
June 2005
Author
Joel Goldberg
Abstract
In medical marketing research, a range of behavioral science techniques are being applied that help researchers create profiles of respondents to better understand their responses, understand the mental processes of health care workers and recruit and build panels.

A healthy site

Published
June 2002
Authors
Debra Power, Michael D. Fetters and Mack T. Ruffin
Abstract
The University of Michigan Medical Center conducted focus groups in its development of a Web site about colorectal cancer.

A look at the buying process model

Published
June 2009
Author
Sharon S. Paik
Abstract
This article explains a method called the buying process approach, which helps pharmaceutical firms closely examine how patients move through the health care system. By identifying areas where problems occur and understanding how those problems affect patients’ use of health care brands, marketers can design strategies to overcome roadblocks.

* A look at the gluten-free movement and how food companies have responded to it

Published
October 2012
Author
Eileen Acello
Abstract
More than just a fad, the author argues, living gluten-free is a necessity for celiac disease sufferers. As a result, these consumers offer the food makers who meet their needs the chance to earn a lifetime of trust and loyalty.

* A look at the state of business-to-business research

Published
April 2011
Authors
Larry Gold and Timothy Davidson
Abstract
The authors draw from a study of business-to-business research to examine the prevalence of B2B research and which techniques and methods are preferred.

A mix of high-tech and old-tech

Published
January 2004
Author
Lynn Welsh
Abstract
Using the fax machine to recruit physicians works surprisingly well, the author says. She argues that the faxed invitation, when done right, can eliminate the bias that Web-based recruiting introduces.

A strategic technique for health care product positioning

Published
June 1987
Author
Quirk's Staff
Abstract
Questions of pricing and pricing strategy are difficult for health care marketers. Several strategies have emerged to deal with price elasticity.

A study of physicians' reactions to health care reform

Published
February 1994
Authors
Murray Simon and Pat Gick
Abstract
The United States’ health care system is terminally ill and in need of heroic efforts and sacrifices to save it. While much has been written about how system changes will affect patients, health care providers really have not been considered. This article summarizes the results of an independent research study that assessed physicians’ current attitudes about their profession and the factors that are dramatically affecting them.

* A typology of managed care organizations

Published
March 2012
Author
Ed Siebert
Abstract
Examining and classifying managed care organizations will give pharmaceutical companies insights into how best to work with them.

Addressing many, speaking to one

Published
June 2003
Authors
Steve Appel and Barbara Bird
Abstract
AIDS Institute used focus groups and Perception Analyzers in its development of a multimedia campaign to convince more women to get prenatal care.

Adopt early, prescribe often?

Published
June 2007
Author
Michael Latta
Abstract
Does the Rogers adoption typology stand up when applied to physicians and the drugs they prescribe? Research found that a higher percentage of medical personnel fell into the Innovator, Early Adopter and Early Majority categories than would be expected according to Rogers’ theory.

* Affective positioning: how research can help marketers understand consumer emotions

Published
October 2010
Author
Roger A. Straus
Abstract
The author suggests that researchers and marketers alike would benefit from looking beyond a product, brand or company's natural positioning and also assess its rational, affective and relational positioning.

* Americans confused on how to catch and treat the common cold

Published
November 2010
Author
Quirk's Staff
Abstract
Most consumers harbor myths about what causes a cold and what remedies are effective, and many will turn to chicken soup before pharmaceutical products.

Americans put trust in time-honored brands ... and Google?

Published
March 2010
Author
Quirk's Staff
Abstract
Harris Interactive's 2010 EquiTrend study indicates that consumers most trust brands that have stood the test of time and provided comfort in earlier years. In a poor economic climate, volatile and new brands struggle to keep up with the likes of Hershey's, Heinz and Hallmark.

* An analysis of the past 20 years of client-side research buying

Published
October 2011
Author
Emily Goon, Quirk's Content Editor
Abstract
Two decades’ worth of data from the Quirk’s circulation database is examined to discover what shifts have taken place in the research industry - including the advent of online and the latest economic crisis - and to predict where it might be headed.

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