Longitudinal patient data has been cited as the largest single gap in healthcare data. This paper shows how a new, patent pending, patient-centric approach to data collection has been designed, using panel recruitment techniques and multi-source data collection. Data are collected on a personal and frequent basis and this is supplemented by full access to the panelists' medical records. The paper describes the complex analytical issues surrounding data of this type, and shows how sophisticated analytical tools and techniques have been designed to overcome these issues. Discussion also includes the implications of this new methodology for ad hoc research, showing that the new data will increase demand for ad hoc research, but that the techniques used are likely to be very different from those currently employed.
The paper describes a case study carried out in 1994 to examine the potential for a number of new possible line extensions (formulations) of an existing product. Management required an extremely accurate forecast of the likely impact of the new forms on existing business, the degree of cannibalisation that would result and the impact on other competitors. Major investment decisions were likely to hinge on the outcome. Qualitative focus groups conducted in four countries with patients and physicians were able to identify four possible line extension candidates for the Janssen product. A major quantitative study involving 758 physicians and 489 patients was later conducted. A variety of novel approaches were used in order to address the marketing objectives. These involved doctors actually mapping themselves the likely market positions of the new forms, the use of a Choice Based Conjoint approach and the association of the new forms with various words and phrases. The new forms were assessed on the basis of: a written concept -photographs of packaging -placebo forms to taste a series of market scenarios, the preference shares for the new forms were established and converted into an approximate market share estimate. A multi data source modelling process was then set up in order to convert the primary research data into a market model which takes into account pricing, promotion, demographics of the population, etc. The forecasting model was installed at both the local offices of Janssen and at the corporate headquarters to facilitate increased understanding of the impact of each form, taking account of the local market situations. Despite the complexity of the marketing objectives, it was possible to prioritise the range of opportunities which existed, and identify the impact on the existing brand. Over the longer term, the result highlighted the value of certain line extensions as a means of broadening the product range to reduce the vulnerability of the brand to generic alternatives.
This paper examines the benefits of using multi-disciplinary teams in the development of a new product. Particular emphasis is placed on the risk reduction benefits of a commercial orientation to decisions which have traditionally been made outside the recognised commercial departments. Practical examples are given of the financial benefits of this approach in some clients, as well as guidelines to the effective establishment and management of multi-disciplinary teams.
The role of on-line databases has been consistently developing in the pharmaceutical industry over the last 15 years. It is my firm belief that this role will increase in importance and impact in the next decade. Researchers have a need for faster access to a wider range of information, and agencies have a need to expand their customer base without having to establish offices all over the world. The EPhMRA database is a first significant step in the development of the greater use of databases in the pharmaceutical market research world. We are confident that it will play a significant role, and will become an invaluable tool for researchers in the industry.
This paper looks at how a company (Claudius Ash) in an unsophisticated market (dental supplies), who had never used market research before, combined quantitative interviews and group discussions to develop and refine their service product and promotional message. Their problem was that their marketing assumptions were clearly incorrect and needed to be checked. In the process they wanted to use research as a means of gaining a credible and sustainable competitive advantage. Using semi-structured face to face interviews, it was found that many of the assumptions being made about the market were unfounded, and that Claudius Ash were in a worse position than they had thought. The results indicated that, as expected, price and delivery were important factors, but not the only key issues in the market. This substantially changed the type of product offer that Claudius Ash could make to the market. Group discussions were used to establish how the new product offer should be communicated to dentists. These groups showed that dentists are quite unsophisticated in their approach to the market, have a strong professional ego, and have an almost pathological fear of losing control. Claudius Ash were able to combine their new found market intelligence to develop their service product and their communication to the market, giving them a more modern and dynamic image.