Pharma: suppliers lack 'insightful deliverables'

Share this article:
A study surveying top pharma companies found that market research (MR) buyers are largely unsatisfied with supplier results.

The Market Landscape 2008 Study, conducted by G & S Research, found that 97% of pharmas surveyed believe that “market research deliverables enable effective decision-making.” However, just 45% of the respondents said suppliers are providing effective, insightful deliverables, according to the study.

The study also found that 68% of companies want MR suppliers to be held accountable for the extent to which their deliverables impact strategy. Seventy-three percent are interested in a supplier that “defines a project's success by the extent the results influence business.” George Grubb, principal of G & S Research, said holding suppliers accountable is doable and could be the next step for MR. He cited client relationships with agencies as an analogue. 

“Relationships might become closer if there is more risk-sharing,” said Grubb.

Niche agencies were also preferred, as 75% of respondents said they “prefer to work with several MR suppliers across brand projects to benefit from different perspectives.” 

Grubb suggested a cautious approach to multiple suppliers: “Working with a client on more than one project makes [MR suppliers] more intelligent, and able to provide more value.” 

Share this article:
close

Next Article in Features

Email Newsletters

More in Features

Leadership Exchange: How Do We Get Beyond the Pill?

Leadership Exchange: How Do We Get Beyond the ...

As its focus moves from manufacturing to service, pharma needs to partner with healthcare neophytes as well as established players. James Chase asks six experts to assess the risks and ...

FDA and off-label uses: a balancing act

FDA and off-label uses: a balancing act

FDA's current re-examination of its off-label promotion policies in light of the First Amendment is a delicate balancing act between its rock-solid traditional enforcement posture and a diverse new electronic ...

Read the complete August 2014 Digital Edition

Read the complete August 2014 Digital Edition

Click the above link to access the complete Digital Edition of the August 2014 issue of MM&M, with all text, charts and pictures.