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Marketing Research Articles Related to the Pharmaceutical Products Industry

Marketing Research Articles Related to the Pharmaceutical Products Industry

Showing items 1-20 of 68.

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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.

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 prescription for testing multi-page print ads online

Published
January 2005
Author
Charles Young
Abstract
Online testing of print ads is a reality and can be accomplished using a computer-based version of eye-tracking and other techniques.

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.

Analyzing a pharmaceutical product’s key drivers

Published
March 2014
Author
Michael Latta
Abstract
The author explores the use of principal component analysis to examine wave-to-wave changes in a tracking study.

Apostles preach and Rebels yell - How pharma sales reps can use customer service to increase retention

Published
June 2010
Author
Quirk's Staff
Abstract
Kantar Health's annual rankings of pharmaceutical companies in the U.S. and Europe indicate customer retention is the key metric in a world where building relationships with physicians has become more crucial than the sheer volume of sales visits.

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.

Big Pharma, the new economy and its effect on marketing research

Published
December 2011
Author
James E. Heasley II
Abstract
Along with an overview of the pharmaceutical industry’s current woes, the author explores how researchers should react to the changing marketplace.

By the Numbers: For better pharma research, start with the business decision in mind

Published
March 2011
Author
Sam Sabrin
Abstract
By talking with brand managers and other line partners at the outset, pharmaceutical researchers can define the project’s business goals and increase the quality of the information gathered.

Conjoint analysis in pharmaceutical marketing research

Published
June 2001
Authors
Gang Xu and Yilian Yuan
Abstract
Conjoint analysis is a technique that evaluates the importance of a product’s attributes to consumers. This article details how to use conjoint analysis in pharmaceutical marketing research, including design, data analysis, validation, simulating market share and limitations of the technique.

Data Use: Forecasting new product market potential in the pharmaceutical industry

Published
June 2005
Author
Yilian Yaun
Abstract
A primer on an analog-based approach to forecasting new product market potential.

Data Use: Reconciling Hispanic product evaluation ratings

Published
December 2011
Author
Jeffry N. Savitz
Abstract
This article looks at a method for measuring the cultural component imbedded in Hispanic product ratings and how to combine survey data from Hispanics and non-Hispanics.

Dean/Frist debate livens up PMRG conference

Published
April 2011
Author
Quirk's Staff
Abstract
A PMRG press release details the heath care reform debate between former Governor Howard Dean and former Senator Bill Frist at the PMRG annual conference in March 2011.

Develop and deliver pharmaceutical market research that improves brand strategy

Published
June 2008
Author
Melinda Kizer
Abstract
The goal of any marketing research is to generate useful, relevant information. In this article, the author argues that to make pharmaceutical research useful and relevant, you must take into consideration who will be using the information and what their individual needs are in terms of how, how often and in what format they wish to receive information.

Doctors prescribe the best ways for pharma reps to sell to them

Published
October 2011
Author
Patti Kaiser
Abstract
Drawing from candid physician responses during research interviews, the author offers dos and don’ts for the pharmaceutical sales process.