Vantage Point: Payers—the "experts" in healthcare research

Vantage Point: Payers—the "experts" in healthcare research

Access to payers is about knowledge, about understanding what they do in their jobs

Vantage Point: Determining "fair market value"

Vantage Point: Determining "fair market value"

Should pharma formulate a super matrix to determine the FMV of research incentives?

Vantage Point: Marketing Support for Clinical Trials

Vantage Point: Marketing Support for Clinical Trials

Pharmaceutical companies must provide robust marketing support for their clinical trials

Vantage Point: Boosting Quality, Containing Costs

Vantage Point: Boosting Quality, Containing Costs

A new industry has emerged to provide analytics and predictive tools that support optimized care

Vantage Point: Observational Research

Vantage Point: Observational Research

Pharma can be in the moment with customers as they interact with our information or products

Vantage Point: Big Data

Vantage Point: Big Data

Big Data is coming and with it the danger of pharmaceutical marketers relying on it too heavily

Vantage Point: Ringing in the new market

Vantage Point: Ringing in the new market

In 2014, the "new healthcare marketing" will become more discontinuous from the old

Vantage Point: Putting secondary research first

Vantage Point: Putting secondary research first

As I pull out my crystal ball, I see a day where we WANT to use secondary research first

Vantage Point: The Next Generation of Drugs

Vantage Point: The Next Generation of Drugs

The next generation of drugs sees a number of market access challenges

Vantage Point: A Revolution in Research

Vantage Point: A Revolution in Research

A quiet revolution is underway in research to keep pace with changes in medical marketing

Vantage Point: The End of Illness

Vantage Point: The End of Illness

The best-selling book "The End of Illness" illustrates an exciting new way to think of healthcare—and healthcare marketing research

Vantage Point: The value of market research

Vantage Point: The value of market research

For the client-side market researcher, "doing more with less" is a mantra, if not a corporate way of life

Vantage Point: Qualitative Marketing Research

Vantage Point: Qualitative Marketing Research

For all the advances in technology and methodology, qualitative research cannot shed its history like its quant sibling

Vantage Point: Another look at marketing data

Vantage Point: Another look at marketing data

"External drivers" can have a significant impact on determining the answer to your marketing question

Vantage Point: Using real-world data

Vantage Point: Using real-world data

Marketing teams are not going to succeed in the future without a real understanding of the real world

Vantage Point: Should suppliers be partners?

Vantage Point: Should suppliers be partners?

A foundational premise of agency-of-record and preferred-provider relationships has a fatal flaw

Vantage Point: Hepatitis C

Vantage Point: Hepatitis C

As it became evident that a large HCV+ cohort would likely need medical intervention, pharma responded

Vantage Point: Correct Terminology

Vantage Point: Correct Terminology

In 2012, the phrase "pharmaceutical marketing research" seems a little wrong

Vantage Point: Marketing and Drug Development

Vantage Point: Marketing and Drug Development

Marketing continues to be a secondary consideration in the development process

Vantage Point: Addressing 'opportunity leakage'

Vantage Point: Addressing 'opportunity leakage'

Prescribing remains important, but it's half the picture: pharma's ultimate customer is the patient

Vantage Point: Strategies for sales reps

Vantage Point: Strategies for sales reps

These steps can equip sales teams to work around limited access, bring value to oncologists and increase sales

Vantage Point: The Affordable Care Act

Vantage Point: The Affordable Care Act

Most stakeholders have little or no knowledge of the Act's 1,500 pages of specifics or their implications

Vantage Point: Recruiting the right patients for clinical trials

Vantage Point: Recruiting the right patients for clinical trials

In a fast-changing industry, a constant is how the limited number of patients for trials hinders drug development

Vantage Point: multicultural marketing

Vantage Point: multicultural marketing

When it comes to multicultural marketing, a patient-centered focus is still an evolving, nascent notion in pharma

Vantage Point: The Role of Social Media

Vantage Point: The Role of Social Media

As we consider the role of social media in healthcare marketing, there is likely no other measure more important than "clout."

Vantage Point: How social media can make an impact

Vantage Point: How social media can make an impact

Social media can have a far-reaching impact on study time, costs, quality and outcomes

Vantage Point: Fixing What's Broken in Pharma

Vantage Point: Fixing What's Broken in Pharma

A survey shows that many leaders think "the current commercial pharmaceutical model is broken"

Vantage Point: Healthcare's new promotional target

Vantage Point: Healthcare's new promotional target

Some analysts predict that over half of all calls by 2015 will be fielded by NPs, PAs and others

Vantage Point: What 2012 could bring

Vantage Point: What 2012 could bring

Wrapping up what was remarkable about the past year, and pondering how the New Year will be the same and/or different.

Vantage Point: Comparative Effectiveness Research

Vantage Point: Comparative Effectiveness Research

Comparative Effectiveness Research (CER) is becomimg a key element in assessing the value of healthcare products.

Vantage Point: Behavioral Economics

How pharmaceutical marketing research could benefit from understanding behavioral economics.

Vantage Point: Introducing the "CreaSearchers"

A new kind of "soft" researcher may be in increasing demand: a "CreaSearcher," someone who combines creative and qualitative research, bridging what has traditionally been a gap between the two.

Vantage Point

Over the last few months, I've been thinking a lot about trends in pharmaceutical marketing research.

Vantage Point

The budgets and the personnel devoted to the generation of customer insight are shrinking, putting more pressure on market research functions to deliver value supportive of business priorities.

Vantage Point

Understanding and measuring what motivates behavior is a central goal for many pharmaceutical market research projects.

Vantage Point

I've had an epiphany! I have come to believe that much of pharma marketing research is conducted with the wrong respondents.

Vantage Point

While industries like retail, hospitality and technology have endeavored to make customer experience a primary driver for innovation, the same cannot be said for most healthcare delivery systems.

Vantage Point

The last two years saw controversy regarding the drug approval process.

Vantage Point

Close your eyes. Imagine you're listening to someone from the Centers for Medicare and Medicaid Services asking US healthcare providers how to create an entity

Vantage Point

Looking back at the pharmaceutical marketing research professional conferences I have attended in 2010, I am sensing a bit of schizophrenia in the focus of our profession.

Vantage Point

Continuing industry consolidation, higher-risk decision-making with riskier pipelines, and pressure to succeed in your position amidst job cuts--yet there's still demand for strategic, primary market research in our industry.

Vantage Point

The best sales messages are relevant and address customers' needs. But how does a brand team create such messages if they don't understand who their customers (patients) are?

Vantage Point

With increasing FDA regulations on DTC advertising, in-flight campaign optimization remains a challenge for pharma marketers who must take corrective action when a campaign does not perform to expectations.

Vantage Point

Summer is a good time to rethink the fundamentals of our profession, to gather new ideas for making our work more exciting and relevant, and to decide how to put them into action when we shake the sand out of our shoes and return to our desks.

Vantage Point: Physician Payment Sunshine Act

When the Pharmaceutical Marketing Research Group (PMRG) engaged a firm to help craft necessary exclusionary language in the recently passed healthcare reform bill, we ultimately saved an unintended consequence from becoming law.

Vantage Point: healthcare reform

The more things change, the more they stay the same. Will this adage hold true for healthcare?

Vantage Point: shrinking budgets

Market research is a bit of a dinosaur. With shrinking budgets, merged work forces and the potential threat of unblinding due to reporting requirements, it is a dinosaur with a big bang heading its way.

Vantage Point: new era of marketing research

For years, healthcare marketing research has begun with a proposal and ended with a final report containing "conclusions" and "recommendations."

Vantage Point: Finding the optimal treatment

Patients and families often ask: "Doctor, what would you do if it were you" or "your mother?"

Vantage Point: Medicare Part D

Over the past decade, numerous changes have impacted the healthcare market and driven marketplace volatility. Among them, managed care continues to influence brand success, and Medicare Part D is creating a new dynamic within the industry.

Vantage Point: PMRG

Vantage Point: the changing healthcare world

I've heard people say that the questions in this business never change; only the answers change. I might have bought this as a point of view a few years ago because as the 21st century arrived, the healthcare world was changing slowly.

Vantage Point: Market research and social media

The rapid growth of social media is fundamentally changing how pharma brands communicate with their target audiences. Now, brands not only talk to customers, customers talk back to brands.

Vantage Point: Pharmas should become diversified healthcare companies

For several years now, people have been writing off the pharmaceutical industry. Blockbuster drugs losing their patents, in concert with decreasing numbers of drug approvals, have caused Wall Street to devalue this sector.

Vantage Point: Should prescribing behavior be private?

What data about healthcare provider behavior should be private? 
Given the overall increases in healthcare costs, should data about individual physicians be subject to the same heightened levels of privacy we apply to patients?

Vantage Point: Finding a balance in pay for performace agreements

Pay for performance is not a new concept between health plan payers and providers, but very recently new risk/performance-based agreements between pharmas and payers have emerged.

Vantage Point: Healthcare system needs to change

Waste not, want not. This phrase is typically credited to Ben Franklin, but its profoundness was evident throughout the PMRG meeting in Las Vegas in March.

Vantage Point: An inside look at the healthcare system

In recent years, ethnography, the close observing and interviewing of subjects over an extended period of time, has gained momentum in healthcare marketing research as a methodology to be employed when we really need to understand a subject in depth.

Vantage Point

As my associates and I have studied health care behavior over the decades, we have observed several trends that are now changing substantially.

Vantage Point

Merck recently announced it is forming a new division, Merck BioVentures MBV, to make copycat versions of biotech drugs.

Vantage Point

For most of my almost four decades in the pharma industry, the folk wisdom was that healthcare companies were immune to general economic factors since "people always got sick" regardless of market conditions.

Vantage Point

It's that time of year again—time to organize our thoughts for the new year and get ready as healthcare marketing researchers to make the biggest contributions possible to our organization.

Vantage Point

As we have discussed in this column from several different perspectives, pharma marketing research is going through major transitions.

Vantage Point

I finally broke down and bought the new iPhone 3G.

Vantage Point

Having recently returned from speaking and listening at the 2008 EphMRA meeting in Barcelona, and with PMRG and PBIRG spring conferences already behind us, the conference season has once again come to an end, and I can put away my conference clothes until next year.

Vantage Point

As I write this, I have just returned from The Pharmaceutical Business Intelligence and Research Group annual general meeting in Washington, DC.

Vantage Point

As pharmaceutical marketing researchers, we must be mindful that the federal government is not only involved in the regulation of the drug industry, but the 50 state governments are as well.

Vantage Point

We are witnessing the death of pharma marketing research and the birth of healthcare marketing research.

Vantage Point

I recently attended the PMRG conference in Phoenix, and came away with several realizations.

Vantage Point

I'll bet that if you hear one more person in our industry talk about the pressure being applied on marketing researchers to do more with less, you will scream.

Vantage Point

As this is being written, word came across that IMS, that venerable organization of pharma marketing research, was about to lay off 10% of its work force.

Vantage Point

A document recently crossed my desk that was so seminal I needed to share it with my colleagues through this column.

Vantage Point

In December we predicted a wild ride in 2008 for pharmaceutical marketing research.

Vantage Point

For pharmaceutical marketing research, I believe that 2007 constituted a tipping point.

Vantage Point

Good, old-fashioned pharmaceutical marketing research--comparing Product A and Product B--is still being conducted, but the drop in genuinely new molecules has substantially reduced the amount.

Vantage Point

I've heard a lot of chatter recently about whether pharma companies are spending less on marketing research than in previous years.

Vantage Point

I have a confession. I dont go to the movies. I dont like the long lines, endless trailers for coming attractions, and Im not a big fan of buttered popcorn.

Vantage Point

Yikes! A report recently came across my desk that served for me, as it should for every pharmaceutical marketing researcher, as a clear indicator that our business is going to be changing rather significantly in the next few years—and that we better get ready for those changes now.

Vantage Point

Marketing guru Seth Godin has done it again. Each year, he publishes a book, examining marketing from a whole new perspective, and then spends the balance of the year giving lectures from it, while I sit and ponder what his latest thinking means for pharma marketing and marketing research.

Vantage Point

At the recent PMRG conference, Dr. Glenna Crooks, president of Strategic Health Policy International, delivered an informative, yet daunting, presentation.

Vantage Point

It is with great pleasure, anticipation and, admittedly, some trepidation that I write this first in a monthly series of observations on pharmaceutical marketing research and its future.

Email Newsletters