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.
A curiosity about competitors is one key to pharma market research that consistently delivers forward-looking insights to brand teams, a new study shows.
A federal judge took an unusual step last month of asking lawyers to critique a draft of his factual findings before ruling in IMS Health and Verispan’s high-profile challenge to New Hampshire’s state law limiting drug company access to doctors’ prescribing habits.
Medical/surgical journal publishers must wait a little longer to break out from the pattern of flat revenues. PERQ/HCI’s Eugene M. May reports on the biggest advertisers, products and categories of 2006
Fly-on-the-wall observational techniques can reveal a range of information where traditional marketing research techniques often fall short. Barry J. Cerf looks at the benefits of ethnographic research
Uniqueness is the Holy Grail for marketers. Unique attributes can transcend clichés, giving products widespread respect. It’s not always obvious what these traits might be, however. Charlene Prounis offers a guide to making your product stand out in the marketplace
Outdoor and place-based advertising are increasingly employed to market prescription drugs. When and how should marketers use out-of-home advertising to promote Rx brands, and what kind of ROI should they expect?
A survey of consumer media habits suggests that local newspapers and TV news still rule the roost, though consumers are increasingly turning to blogs and other new media for information, and companies utilize these channels poorly.
Medical marketers seeking new ways to reach physician audiences have been borrowing ideas from the world of video games in growing numbers over the last few months.