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Marketing Research Articles Related to the Pharmaceutical Products Industry

Marketing Research Articles Related to the Pharmaceutical Products Industry

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From the Publisher November 1987

Published
November 1987
Author
Tom Quirk, QMRR Publisher
Abstract
Consistent communication and attractive incentives are key when when recruiting "expert" focus group respondents or those with a prominent business position or academic background.

Research ensures success for Seldane

Published
January 1989
Author
Joseph Rydholm, Quirk's Editor
Abstract
Merrell Dow Pharmaceuticals used phone surveys and interviews with allergy sufferers and physicians to determine the market potential for its breakthrough allergy medication Seldane.

Study gathers physicians' reactions to pharmaceutical sales forces

Published
January 1991
Author
Barbara McAulay
Abstract
Total Research Corporation conducted a phone survey of primary health care physicians to determine their reactions to pharmaceutical sales forces. The article reviews findings related to increases in sales representatives; time spent with sales representatives; reactions to co-promotion; which companies call on the same physicians; and which sales representative services are valued most by physicians.

Stiefel Laboratories hopes updated packaging will attract new users without alienating current consumers

Published
October 1991
Author
Joseph Rydholm, Quirk's Editor
Abstract
Using customer surveys, Stiefel Laboratories discovered that some of its soap users purchased the product on impulse rather than on a doctor’s recommendation. With the goal of increasing these impulse buys, the tested two new potential packaging designs. Using a simulated store shelf planogram, researchers determined how quickly the Oilatum box was seen and how long respondents looked at it. Consumers then viewed the designs separately to determine the points on the packaging they noticed first, second, etc. The researchers used eye tracking and verbal interviews to collect data.

Trade Talk: Bringing a little private enterprise to Medicaid

Published
January 1993
Author
Joseph Rydholm, Quirk's Editor
Abstract
A profile of a firm that found and filled a gap in the Medicaid prescription reimbursement process.

USP asks pharmacists to evaluate new drug information source

Published
April 1997
Author
Joseph Rydholm, Quirk's Editor
Abstract
United States Pharmacopia used telephone interviews with pharmacists in developing a CD-ROM version of the company's voluminous print publication.

Rx DTC advertising: a delicate balance

Published
June 1998
Author
Michael Greenfield
Abstract
Effective prescription direct-to-consumer (DTC) advertising has to achieve a delicate balance between attitudes and behaviors among consumers and physicians, which can make it more challenging than advertising non-prescription products. This article discusses the delicate balance of prescription DTC advertising and how to create that balance.

Pfizer conducts research with doctors to improve usability of men's health inventory

Published
June 1998
Author
Kimberly Rengle
Abstract
Pfizer developed the Sexual Health Inventory for Men to help indicate the presence or absence of erectile dysfunction. The results of the tool guided Pfizer's marketing campaign to create awareness about male erectile dysfunction while promoting Viagra, one of the company's products.

Face/Off: A pharmaceutical projection technique

Published
December 1998
Author
Murray Simon
Abstract
One-on-ones with health care professionals can be challenging. This article discusses pharmaceutical Face/Off, a role-playing technique that may be a helpful research tool with a variety of professionals.

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.

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.

Pharmaceutical companies should incorporate ethnic marketing into their business strategy

Published
June 2002
Author
Nancy Lang
Abstract
The United States is rapidly becoming a diverse nation. This article discusses the increasing buying power of the emerging majority, focusing on the pharmaceutical industry and what pharmaceutical companies should do to reach out to ethnic markets.

Hybrid approach aids development of communication strategy for clinical trials

Published
March 2003
Authors
Mike Hess and Reema Vyas
Abstract
A leading pharmaceutical company used a three-phased online research program to recruit qualified women to participate in a clinical trial to evaluate an investigational hormone replacement therapy for the treatment of menopause symptoms.

Qualitatively Speaking: Are the days getting shorter or are the discussion guides getting longer?

Published
June 2003
Author
Murray Simon
Abstract
There is a trend in pharmaceutical qualitative market research that seems to have evolved over the years - a trend toward the lengthy, all-inclusive discussion guide. This article highlights discussion guides, providing guidelines to consider in discussion guide development.

How simulators can aid successful pharmaceutical product launches

Published
June 2004
Author
Kent Stephan
Abstract
Computer simulations can be effective predictors of a new pharmaceutical product’s success or failure but there are factors particular to the medical industry that must be taken into consideration

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.

Respondents in women’s health study cite doctor/patient disconnect

Published
June 2005
Authors
Tara Olson and Sherrie Aycock
Abstract
Qualitative and quantitative studies helped a woman-owned research firm investigate sensitive topics related to sexual health.

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.