Richard Vanderveer, PhD, group CEO, GfK US Healthcare Companies, accepted a lifetime achievement award last month from the Pharmaceutical Business Intelligence and Research Group (PBIRG).
The award recognizes Vanderveer’s 35-year career in the pharmaceutical industry.
Over the next five years, pharmaceutical marketing researchers should help reinvent the pharmaceutical industry, which is in “rather dire straits,” Vanderveer said in his acceptance speech at PBIRG’s annual conference in Savannah, GA. “We now must turn our attention to helping the industry develop a more effective, efficient way of communicating with our key stakeholders.”
Vanderveer, whose column, “Vantage Point,” appears on MM&M’s new Marketing Research page, taught the industry to use Individual Physician Level Prescribing Data (IPLRx) in the early 1990s. His contributions also include pioneering several new marketing research methodologies, developing numerous training programs and founding several successful marketing research organizations.
Past recipients of the PBIRG award have included Alice Burstein of Pfizer, Alan Bowditch of Martin Hamblin and Cliff Kalb, formerly of Merck.