Resources Library by ANA

Decoding medical advertising

This paper describes the use of semiotics as an aid to monitoring competitive activity. We have taken a collection of typical ads appearing in the British Medical Press, and subjected them to a semiological analysis. On this basis we have drawn...

Catalogue: EPHMRA/ESOMAR Seminar 1985: Pharmaceutical Competitor Analysis

Author: Peter Cooper

Company: QRi Consulting Ltd.

February 27, 1985

Assessing the competition

Companies compete against each other in a complex struggle for customers, capital, and organisational resources. The ultimate objective is to achieve and maintain the coveted status of "industry leader". The basic goal is survival. In this continuous...

Catalogue: EPHMRA/ESOMAR Seminar 1985: Pharmaceutical Competitor Analysis

Author: William L. Sammon

February 27, 1985

Competitor analysis in defence of a brand leader

In the U.K. retail antibacterial market, Amoxil is brand leader. However, share varies considerably in market sub-segments as does the source of competition. The Market Research Department is a prime contributor to competitor analysis, all the more...

Catalogue: EPHMRA/ESOMAR Seminar 1985: Pharmaceutical Competitor Analysis

Author: Roger Western

February 27, 1985

Competitive advertising effectiveness

The papers describes the techniques used, both in medical and in other fields. It shows how advertising effectiveness can be related to advertising expenditure on a time series basis, so that strategic action can be taken to deal with competitive...

Catalogue: EPHMRA/ESOMAR Seminar 1985: Pharmaceutical Competitor Analysis

Author: Peter J. Hayes

February 27, 1985

Competitor analysis by patient monitoring

The development of market research and marketing shows us that, based on a series of market research results, the patient is playing an ever larger role in the marketing strategies of the pharmaceutical industry. We can see that the patient receives...

Catalogue: EPHMRA/ESOMAR Seminar 1985: Pharmaceutical Competitor Analysis

Authors: Ingrid Köpl, Gerd Bögel

Company: Marplan Forschungsgesellschaft mbH

February 27, 1985

The use of competitive analysis in R&D planning

The need for strong "market research" or competitive analysis is no longer limited to strategic or market planning functions within a company. Research and development, one of the most essential determinants of long-term success in the pharmaceutical...

Catalogue: EPHMRA/ESOMAR Seminar 1985: Pharmaceutical Competitor Analysis

Author: Tamara J. Erickson

February 27, 1985

In-depth pharmaceutical competitor analysis

The paper presents an example of a case study of in-depth competitor analysis in the Japanese pharmaceutical industry. Prior to outlining the case study, and to place it in perspective, a brief overview is provided of key points of difference between...

Catalogue: EPHMRA/ESOMAR Seminar 1985: Pharmaceutical Competitor Analysis

Author: William Hall

February 27, 1985

Pharmaceutical industry competitor analysis

The key to change in the pharmaceutical industry is technology and new drug introductions versus exposure to generic competition. The net effect equals the critical stock selection criterion for pharmaceutical investing.

Catalogue: EPHMRA/ESOMAR Seminar 1985: Pharmaceutical Competitor Analysis

Author: Christina Heuer

February 27, 1985

Electronic payment in Belgium: In search of a competitive equilibrium

The present article will not attempt to present an exhaustive analysis on the problem, but rather to describe the situation of electronic payment in Belgium, where three networks are developing in parallel, and the strategy adopted by the Mister Cash...

Catalogue: Seminar 1985: Assessing And Improving The Quality Of Financial Services

Author: Etienne Gaudissart

February 3, 1985