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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 176.

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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.

6 essential steps for successful global segmentation

Published
January 2014
Author
Chrissie Wells
Abstract
This article looks into the challenges faced in developing market segmentations that work both globally and in diverse local markets and explores ways of overcoming these challenges.

A Colorado HMO ties patient satisfaction to physician incentives

Published
November 1993
Authors
Charles Gaughan and Lori Muneta
Abstract
TakeCare HMO conducted a telephone satisfaction survey to gauge its primary-care physicians' performance in three crucial areas: access to care, physician care, and the office staff and environment. Rather than using a research firm to conduct these phone surveys, the HMO used specially trained employees.

A field test of Rogers’ adoption typology among health care providers

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.

A guide to developing a CRM process in the health care setting

Published
June 2005
Author
Nancy Paddison
Abstract
This article covers the process of applying customer relationship management techniques in the health care setting, using CRM as a support for strategic planning, building loyalty and promoting organizational strengths.

A LifeScan researcher extols the value of active management of the research process

Published
January 2014
Author
Lawrence Cesnik
Abstract
Lawrence Cesnik details how vigilance and team-building drove a successful effort to refine messaging for OneTouch diabetes-related products.

A look at consumer-driven health care informatics

Published
June 2005
Author
Dinesh Sharma
Abstract
Health care informatics - a hybrid discipline of health sciences and information technology - is giving the industry greater access to data on consumer behavior.

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 physician-targeted research approach for new product/drug launches

Published
June 2001
Authors
Murray Simon and Michael Latta
Abstract
New product/drug launch research methodology has been evolving. This article discusses the NP/4P paradigm, a research model for developing new product/drug launch strategies using a pre-launch, four-phase program that begins and ends with qualitative research.

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 support-group approach to qualitative research

Published
June 2006
Author
Will Leskin
Abstract
The author uses a case history involving Type II diabetes to discuss the method of using a support-group approach to focus groups with sufferers of medical ailments. This type of research creates a safe environment in which patients feel free to share experiences, behaviors and attitudes they may not normally reveal.

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.

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.