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Marketing Research Articles Related to Research with Physicians

Marketing Research Articles Related to Research with Physicians

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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 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 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 meeting of medical minds

Published
June 2006
Author
Gary Schwebach
Abstract
Physicians who serve as key opinion leaders are often quite hard to recruit for the marketing research process. Using the medical meeting approach, in which these opinion leaders are assembled for a focused discussion, can capture their interest, but strict ethical guidelines must be adhered to.

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 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.

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.

* 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.

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.

* Data Use: A systematic method for checking online questionnaires

Published
October 2011
Author
Jerry Arbittier
Abstract
The author explains how his firm’s BOWLSR technique can avoid survey instrument - based problems with online research.

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.

* 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.

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.

* 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.

Don't take away my samples

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.

* 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.

Face/Off

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.

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.

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