Skip to: Main Content / Navigation

  • Facebook
  • Twitter
  • LinkedIn
  • Add This

Marketing Research Articles Related to Research with Physicians

Marketing Research Articles Related to Research with Physicians

Showing items 1-20 of 67.

Go

Sort

Refine Search

Date

Login required for most articles published within the last three years

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.

Microcomputer mapping aids health care marketers

Published
June 1988
Author
Quirk's Staff
Abstract
Microcomputer mapping has become an indispensable planning and marketing tool for many health care marketers who are faced with decisions based on geographic data. The article describes how this has been used to reach patients and physicians. It also explains requirements for creating thematic maps.

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.

Focus groups with physicians have different requirements than those with consumers

Published
January 1992
Author
Thomas Greenbaum
Abstract
This article highlights the key factors that should be considered in implementing focus groups with physicians to maximize the quality of the research. Issues include recruitment and screening considerations, the need to elicit personal perspectives rather than expert judgments about the product, and specific implementation considerations to create a focus group that fully engages the participants.

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.

Research with health care providers: An uncommon approach to a common problem

Published
June 1994
Author
Murray Simon
Abstract
While conducting marketing research on technical products or complex issues can be difficult, it’s even more challenging when health care providers are involved. Both quantitative and qualitative factors tend to add cost and complexity to the development of research projects in the health care arena. This article discusses conducting research with health care providers, including assumptions, potential and the ego factor.

Physician focus groups revisited

Published
June 1996
Author
Murray Simon
Abstract
Marketing research with health care professionals has changed during the last decade. This article discusses what has changed and what has not, including qualitative research, recruitment, facilities, food, group dynamics and moderator.

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.

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.

Qualitative/quantitative combo assists positioning of disposable hearing aid

Published
June 2000
Author
Joseph Rydholm, Quirk's Editor
Abstract
Our world is increasingly becoming one of disposable goods. This article discusses Songbird, a new disposable hearing aid designed to last 40 days, including the crowded hearing aid market, testing, and marketing.

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.

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.

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.

When recruiting physicians for online research, don’t overlook the fax machine

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.

Qualitatively Speaking: The prescription for effective physician interviews

Published
January 2004
Author
Sheryl Bronkesh
Abstract
Physicians are difficult to reach and in high demand as research participants. But by using well-trained interviewers and making the research process interactive, the author argues that companies can conduct successful studies that satisfy both the respondent and the organization sponsoring the research.

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.

Use debate in focus groups to understand different viewpoints

Published
June 2006
Author
Cheryl Ladd
Abstract
A case history on the use of debate - in which two groups of neurosurgeons argued respective sides of an issue in a focus group setting - is explored, along with tips on how to use the debate approach to conduct marketing research with professionals.

Use medical meetings to access key opinion leaders

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.

Targeting physicians using online methodologies

Published
June 2005
Author
Andrea Michaud
Abstract
Reaching doctors for research purposes isn’t easy and requires a multi-pronged approach, which this article explores, using phone-to-Web recruits, fax-to-Web recruits, etc.