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Marketing Research Articles Related to the Medical Industry

Marketing Research Articles Related to the Medical Industry

Showing items 1-20 of 42.

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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.

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 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 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.

Applying behavioral economics to research physician decision-making

Published
May 2014
Author
Mark Wheeler
Abstract
The author uses a pharmaceutical research example to examine the impact of different approaches to framing questions in research interviews.

Dairy calcium ads change attitudes

Published
April 1988
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
Representatives of the dairy industry knew that the calcium in milk helps build strong bones and ward off osteoporosis, they just needed to let medical professionals know the benefits of the popular drink. So the dairy industry released a series of ads targeting medical professionals. Market research, including pre-testing by telephone and post-testing by mail, proved these ads effective in spreading the good word about milk.

Designing medical products for the global economy

Published
November 2000
Authors
Tammy Humm Donelson and Bryce G. Rutter
Abstract
Medical products are particularly sensitive to cultural influence because the differences in medical practices throughout the world are considerable. This article discusses designing medical products for the global market using cross-cultural research, including avoiding common pitfalls, when to use cross-cultural research, defining procedures, incorporating a study control, and costs.

Ethnography reveals top four physician-patient conversational gaps

Published
October 2012
Author
Kevin Fulmer
Abstract
The author outlines common gaps that exist when doctors interact with their patients and explores how understanding these disconnects can improve the health care process for both parties.

Faster than a speeding survey: Part I: Rules of the road for online research with physicians

Published
June 2009
Authors
Terri Maciolek and Jeffrey Palish
Abstract
Physicians expect and should receive an enjoyable time when they take a survey out for a spin, but there are several safeguards that researchers and panel vendors must take to ensure that everyone emerges unscathed when the trip is over.

Faster than a speeding survey: Part II: The physician's perspective

Published
July 2009
Authors
Terri Maciolek and Jeffrey Palish
Abstract
In the second part of a two-part series on online surveys with physicians, the authors explore doctors’ reasons for participating in the research process and examine the factors that can lead to speeding and cheating.

For GE Medical Systems each customer is a market of one

Published
October 1993
Author
Jamal Din
Abstract
GE Medical Systems Group used two types of mailed surveys to encourage customers to voice their opinions. The first survey, called the post-installation tracking study, asked for the customer's opinion of the sales process, preinstallation, delivery, installation, training and product performance for their recent purchase. The second survey, the sales and service tracking study, asked the customer to evaluate GE Medical's total account management and service delivery performance.

For Toshiba America Medical Systems, satisfaction research removes uncertainty from customer relationships

Published
October 2010
Author
Catherine M. Wolfe
Abstract
Toshiba America Medical Systems uses a finely-tuned customer satisfaction research process, married with external analyst data, to maintain a handle on customers’ perceptions of company performance.

How pharma can use mobile to boost clinical trial participation

Published
October 2012
Author
Neil Weisman
Abstract
Based on data from a research study regarding using mobile health technology to strengthen the physician-patient connection, specifically regarding clinical trials, the author offers four tips to improve the health care experience.

How to make sure your physician surveys are giving you accurate information

Published
June 2009
Authors
Andrew Aprill and Matt Campion
Abstract
In online research with physicians, three parties - the doctors, the client company and the research vendor - are responsible for ensuring data quality. This article outlines steps to follow to ensure that each stakeholder holds up their end of the bargain.

Improving the patient experience: Dos and don'ts for doctors

Published
October 2012
Author
Dan Prince
Abstract
A study conducted by Catalyst Healthcare Research finds 10 ways to improve the patient experience in the doctor's office.

In Case You Missed It... August 2013

Published
August 2013
Author
Quirk's Staff
Abstract
News and notes on marketing and research: Latino growth; health insurance rankings

In Case You Missed It... August 2014

Published
August 2014
Author
Quirk's Staff
Abstract
News and notes on marketing and research: health care goes digital; dollar store popularity.

Meta-analysis offers research on research for MR

Published
May 2014
Author
Kevin Gray
Abstract
Meta-analysis is a relatively new research-on-research tool that marketing researchers can use to examine a collection of results across multiple primary studies. This article covers the basics of meta-analysis and addresses some criticism toward it.