How-To Conduct Market Research For Pharmaceutical Products

Related Articles

There are 25 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Walking a fine line

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.

The NP/4P paradigm

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.

Rx DTC advertising: a delicate balance

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.

Toward a better diagnosis

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.

Taking a page from the offline world

Online testing of print ads is a reality and can be accomplished using a computer-based version of eye-tracking and other techniques.

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Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

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

Along with an overview of the pharmaceutical industry’s current woes, the author explores how researchers should react to the changing marketplace.

Data Use: Reconciling Hispanic product evaluation ratings

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.

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

Drawing from candid physician responses during research interviews, the author offers dos and don’ts for the pharmaceutical sales process.

Using patient profiling to improve the pharma buying process

How research can help pharma marketing teams find the most effective ways to communicate a product’s benefits to physicians and their patients.

Winning at retail with virtual shopping research

The author explains how virtual shopping research works, outlines where it’s most effective and provides best practices for its use.

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