Resources Library by ANA

How potent is my potion?

Creating change in today's marketplace is a challenge in any category, with rising clutter levels and tuned-out consumers. Marketers across categories have been grappling, for quite some time now, with autopilot brand choices, habit-driven consumers...

Catalogue: Global Healthcare 2008: Consumer Choice

Authors: Anjali Puri, Sumeet Saluja

Companies: Nielsen, GSK

February 6, 2008

What do you do when everything is OTC?

In the markets of the Arabian Gulf a consumer can walk into a retail pharmacy and buy almost any mainstream pharmaceutical product without a prescription. That in itself is not unique, but when it is combined with high levels of disposable income in...

Catalogue: Global Healthcare 2008: Consumer Choice

Author: Jim Ryan

Company: IMS Health S.r.l.

February 6, 2008

The 65+ consumer

On December 8, 2003, President Bush signed into law the Medicare Prescription Drug Improvement and Modernization Act of 2003. This legislation provided new prescription drug benefits for 36 million Americans aged 65 years and older and 6 million...

Catalogue: Global Healthcare 2008: Consumer Choice

Author: Lance Collie

Company: Procter & Gamble

February 6, 2008

The healthcare journey

Although today's clinical healthcare domain is typically driven by technological possibilities, increasingly awareness is building that a change in focus is needed to also incorporate the experiences of those who undergo a treatment or provide it....

Catalogue: Global Healthcare 2008: Consumer Choice

Authors: Lekshmy Parameswaran, Laura Nino

Company: Philips International

February 6, 2008

A matter of belief

Differentiating own product from competitors is a classic demand for marketing. In the past, healthcare marketing had the privilege of being able to build on sound functional differentiations between products based on unique modes of action and...

Catalogue: Global Healthcare 2008: Consumer Choice

Authors: Patricia Blau, Sigrid Schmid

February 6, 2008

Contrasting two cultures

Improved education, the internet and the growth of healthcare information and interest in healthcare have made consumers far more aware of causes and alternative treatments for a wide range of conditions. We have evidence from focus group discussions...

Catalogue: Global Healthcare 2008: Consumer Choice

Author: Geoff Minter

Company: The Minter Group

February 6, 2008

The power of communication

The Italian OTC drugs market is evolving. The last significant change occurred about two years ago with the so-called 'Bersani Decree' which ratified the exit of the OTCs from the pharmacy, giving consumers the chance to buy over-the-counter drugs...

Catalogue: Global Healthcare 2008: Consumer Choice

Authors: Elena Anfosso, Giuliano Meroni

Company: Novartis

February 6, 2008

Who's eaten my porridge?

This paper demonstrates the contribution of advanced qualitative research to the identification and exploration of non-rational responses and decision-making in the ethical and OTC fields of pharmaceutical research. It encompasses both Physician and...

Catalogue: Global Healthcare 2008: Consumer Choice

Authors: Neil McPhee, Graeme Chrystal

Company: Zaicom Research Plus Limited

February 6, 2008

Effective communication through market research

Along with the process of change that has recently occurred to the pharmaceutical industry, in some cases, traditional communication ways have not been as effective as in the past. This occurs due to an increase in costs and, also, because of the...

Catalogue: Global Healthcare 2008: Consumer Choice

Authors: Fábio Henrique Garcia Boscatti, André Hisao Muranaka

Company: Roche

February 4, 2008