Resources Library by ANA

Using physicians to provide a patient needs-based segmentation

This paper describes how to segment a patient market for pharmaceutical products 'through the eyes of physicians.' Using an innovative card sorting technique, physicians can rate emotional, clinical and lifestyle-related needs of a group of real...

Catalogue: ESOMAR Global Healthcare Conference 2003

Author: Kelly Sterk

February 23, 2003

Healthcare mega-trends in the United States and Germany

Throughout the world health care systems are stressed, and have developed different approaches and answers to solve the problems. This paper describes the upcoming trends and solutions in the healthcare system and which experts expect for the sixth...

Catalogue: ESOMAR Global Healthcare Conference 2003

Author: Dieter Korczak

Company: GP Forschungsgruppe

February 23, 2003

Is this art or science?

When referring to segmentation most experienced researchers think of factor and cluster analysis. In conducting ad-hoc factor or cluster analysis a great deal of subjectivity (and creativity) flows into the 'equation' in terms of selecting the 'best'...

Catalogue: ESOMAR Global Healthcare Conference 2003

Authors: Michael A. Michalis, Izabella Jaskolska

Company: Ipsos MRBI

February 23, 2003

Segment changes

In a market of China's size and growth, segmentation is not only essential to the healthcare industry for understanding and strategy planning, but allows monitoring and measurement of the significant cultural and economic changes that are occurring...

Catalogue: ESOMAR Global Healthcare Conference 2003

Authors: Geoff Minter, Simona Salinger

Company: The Minter Group

February 23, 2003

A website a day keeps the doctor away

The Internet is growing in popularity as a source of healthcare information. This growth raises the question of whether the Internet will simply gain hold as a way of obtaining general, top-line health information of whether digital technology will...

Catalogue: ESOMAR Global Healthcare Conference 2003

Authors: Joseph Brown, David Smith

Company: DVL Smith Ltd

February 23, 2003

Medical communications, consumers, and the Internet

This paper shows how the medical marketer can understand the current market and jumpstart creativity through a deconstruction exercise, followed by conjoint measurement that identifies strengths and weaknesses of the deconstructed elements....

Catalogue: ESOMAR Global Healthcare Conference 2003

Authors: Risa Asami, Tina Hjelleset, Howard R. Moskowitz, Laurent Florès

Company: Moskowitz Jacobs Inc.

February 23, 2003

Medical professionals are no relatives of Mr. Spock

This paper addresses the need for an in-depth understanding of medical practitioners and the different profiles that can be detected among them. We will also see how we can get in touch with the deeper motivations that are the real drives behind...

Catalogue: ESOMAR Global Healthcare Conference 2003

Author: Madeleine Janssens

February 23, 2003

Orientations to health care reform

This paper describes an approach that allows us to take the findings of a large scale health survey of more than 3,000 Canadians and analyse these findings so as to assess Canadians' reactions not just to specific reform measures but also to broad...

Catalogue: ESOMAR Global Healthcare Conference 2003

Authors: Jane Armstrong, Diana MacDonald, Lorne James Rothman

Company: IRIS Network

February 23, 2003

The state of the art in market segmentation in healthcare

The authors argue that the need to segment markets in the healthcare business has never been greater. In their constant struggle to find new, more powerful sales and marketing techniques, pharmaceutical marketers have seriously turned their attention...

Catalogue: ESOMAR Global Healthcare Conference 2003

Authors: Howard Ziment, John Tapper

February 23, 2003