Abstract:

Since this conference is concerned with doctor typology, the emphasis of the paper will be in terms of describing, using one particular case-history as a vehicle, the concepts behind the use of one specific technique (or rather 'duo' of techniques) for typology - namely factor and cluster analyses. From a practical point of view, however, the typology aspect was only a part - and in fact by no means the major part - of a much broader study, namely: A. Determining the criteria important from the General Practitioners' point of view in the evaluation of the branded products; B. Evaluating how the existing products fare with respect to these criteria; C. Exploring the possibility of developing a new product specifically to fulfil the requirements derived.