The title of this paper is a pun on two aspects of Market Research. The first aim is to examine the way in which research in the Pharmaceutical industry differs from conventional Market/Consumer/Media research. The second aim is to to review in some detail the new opportunities available to the Research Industry through advancing computer technology. It will use a real project as an example of how this technology is helping to provide new solutions and opportunities to technicians anxious to understand more about their market-place. Throughout the paper we link these developments to an interesting and successful application of the data-base concept in agro-chemical industry, namely FARMSTAT. This represents a panel of farmers who report on their crop, crop-treatment and agrochemical use. The data from this survey is then made available through an interactive service.
A number of changes in society, technology and the way people use health care facilities, are leading to a greater recognition of the strong influence patient decision making can have on the fortunes of the industry. Examples are quoted to illustrate the valuable guidance that can be gained from the enormous variety of market research now being conducted amongst patients. The cases range from product-related ethical pharmaceutical research to the studying of sufferers self-medication behaviour and attitudes and their wider views on health care systems and institutions.
The role of IMS in the pharmaceutical industry is as a data provider. As such I will discuss new technologies as they may impact the provision of data to the industry and to alert you to technologies that are likely to become important in the performance of your responsibilities for your companies. IMS is continually investigating and experimenting with technology which we look upon as a servant or as a tool to help accomplish the goals of our clients, balancing quality and costs.
Worldwide challenges to pharmaceutical industry growth and profitability have resulted in an intensified interest in management effectiveness and efficiency. As a result, planning activities have become more formalised and often more extensive. The services supporting these planning activities extend beyond traditional boundaries. Market research departments must be prepared to support the planning process with information that is truly international in scope and much more technologically oriented.
This paper attempts to see how market researchers can plan to make use of this third emotional image area to help sell their products. There are perhaps some consumer marketing practices from which pharmaceutical companies could learn. We try to examine the differences in the approach to marketing a consumer product and a pharmaceutical product both before launch and during the product life cycle. The paper also tries to see what sort of changes might be necessary within the marketing and market research group. We look at research techniques and approaches which can help in the definition, planning for and regular measurement of this part of the image.
This paper discusses The use of trend research at a number of different levels. First at the strategic level, showing how changes in the structure of the market can be detected and used for the development of scenarios to aid long term planning.
Until recently, the German pharmaceutical market was hardly subject to any changes which resulted from a general economic development or the population's changed attitude as to values in general. As far as the Federal Republic of Germany is concerned, considerable changes are envisaged and expected to take place in this field over the next couple of years. Consequently this will necessitate a systematic trend research to be carried out in order to analyse the market itself and its future changes and fluctuations. This report does not only reflect some of the economic tendencies but also the changing attitudes among the experienced the population. It describes the population's attitude towards the doctor and the doctor's behaviour. The results obtained from this preliminary study will be taken as a basis for future projects of trend research.
The findings presented in this performance refer to the sales-development of pharmaceutical product-groups in national markets. All findings are based on experimental experiences, combined with our know-how in long range forecasts. By the here presented findings shall be set up the possibility for the pharma marketing-manager to control the sales of his product program by better knowledge of the future market-conditions in a way, that makes him maintain his market-position or even improve it.
For years researchers and documentarists are using online information systems to have access to R+Q work for worldwide patent and bibliographic information in their company or institution. Meanwhile there are a lot of information systems and databases on business, market, technology and economic information and the endure of this type of information is at the point of decision in the marketing and executive department. At this point of decision a lack of information would be same way disastrous as an inflation of information. Therefore, let us have a rough glance at the information market structure in order to understand the selection of the right information - quality and quantity wise - for decisions in the pharmaceutical industry companies.
Advertising performance is probably the most discussed subject amongst marketing and advertising people, particularly in the pharmaceutical field. This paper discusses the way that Ciba-Geigy and their advertising agency, the General Advertising Company of London Limited, measure advertising effectiveness, collate and store this data, and use the cumulated data base to optimise media scheduling and improve advertising effectiveness. Additionally, the paper discusses the way that this unique data base can be used to quantify the effects of alternative advertising and media strategies, and provide a clearer scenario for decision making.
This paper has attempted to show that it is not the realisation of the value of this theory nor the constructing of a concept for such a system which is the problem, but the practical implementation in a large multi-national company in terms of information collection, filing, retrieval and analysis. The problem arises when trying to develop something "systematic" within a complexity of organizations, with different objectives and with the inherent communication problems. Add to this the inevitable restrictions on manpower and financial resources facing most companies, then compromises are inevitable.
The paper outlines the content of this proposed new Database product (IMSBASE) and explains how users will be able to work with it in order to draw off articles of commercial interest.