Access to payers is about knowledge, about understanding what they do in their jobs
Should pharma formulate a super matrix to determine the FMV of research incentives?
Pharmaceutical companies must provide robust marketing support for their clinical trials
A new industry has emerged to provide analytics and predictive tools that support optimized care
Pharma can be in the moment with customers as they interact with our information or products
Big Data is coming and with it the danger of pharmaceutical marketers relying on it too heavily
In 2014, the "new healthcare marketing" will become more discontinuous from the old
As I pull out my crystal ball, I see a day where we WANT to use secondary research first
The next generation of drugs sees a number of market access challenges
A quiet revolution is underway in research to keep pace with changes in medical marketing
The best-selling book "The End of Illness" illustrates an exciting new way to think of healthcare—and healthcare marketing research
For the client-side market researcher, "doing more with less" is a mantra, if not a corporate way of life
For all the advances in technology and methodology, qualitative research cannot shed its history like its quant sibling
"External drivers" can have a significant impact on determining the answer to your marketing question
Marketing teams are not going to succeed in the future without a real understanding of the real world
A foundational premise of agency-of-record and preferred-provider relationships has a fatal flaw
As it became evident that a large HCV+ cohort would likely need medical intervention, pharma responded
In 2012, the phrase "pharmaceutical marketing research" seems a little wrong
Marketing continues to be a secondary consideration in the development process
Prescribing remains important, but it's half the picture: pharma's ultimate customer is the patient
These steps can equip sales teams to work around limited access, bring value to oncologists and increase sales
Most stakeholders have little or no knowledge of the Act's 1,500 pages of specifics or their implications
In a fast-changing industry, a constant is how the limited number of patients for trials hinders drug development
When it comes to multicultural marketing, a patient-centered focus is still an evolving, nascent notion in pharma
As we consider the role of social media in healthcare marketing, there is likely no other measure more important than "clout."
Social media can have a far-reaching impact on study time, costs, quality and outcomes
A survey shows that many leaders think "the current commercial pharmaceutical model is broken"
Some analysts predict that over half of all calls by 2015 will be fielded by NPs, PAs and others
Wrapping up what was remarkable about the past year, and pondering how the New Year will be the same and/or different.
Comparative Effectiveness Research (CER) is becomimg a key element in assessing the value of healthcare products.
How pharmaceutical marketing research could benefit from understanding behavioral economics.
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.
Over the last few months, I've been thinking a lot about trends in pharmaceutical marketing research.
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.
Understanding and measuring what motivates behavior is a central goal for many pharmaceutical market research projects.
I've had an epiphany! I have come to believe that much of pharma marketing research is conducted with the wrong respondents.
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.
The last two years saw controversy regarding the drug approval process.
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
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.
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.
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?
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.
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.
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.
The more things change, the more they stay the same. Will this adage hold true for healthcare?
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.
For years, healthcare marketing research has begun with a proposal and ended with a final report containing "conclusions" and "recommendations."
Patients and families often ask: "Doctor, what would you do if it were you" or "your mother?"
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.
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.
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.
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.
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?
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.
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.
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.
As my associates and I have studied health care behavior over the decades, we have observed several trends that are now changing substantially.
Merck recently announced it is forming a new division, Merck BioVentures MBV, to make copycat versions of biotech drugs.
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.
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.
As we have discussed in this column from several different perspectives, pharma marketing research is going through major transitions.
I finally broke down and bought the new iPhone 3G.
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.
As I write this, I have just returned from The Pharmaceutical Business Intelligence and Research Group annual general meeting in Washington, DC.
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.
We are witnessing the death of pharma marketing research and the birth of healthcare marketing research.
I recently attended the PMRG conference in Phoenix, and came away with several realizations.
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.
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.
A document recently crossed my desk that was so seminal I needed to share it with my colleagues through this column.
In December we predicted a wild ride in 2008 for pharmaceutical marketing research.
For pharmaceutical marketing research, I believe that 2007 constituted a tipping 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.
I've heard a lot of chatter recently about whether pharma companies are spending less on marketing research than in previous years.
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.
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.
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.
At the recent PMRG conference, Dr. Glenna Crooks, president of Strategic Health Policy International, delivered an informative, yet daunting, presentation.
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.
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