Resources Library by ANA

The 'heavyweights'

I plan to share with you some innovative market research completed to help us estimate the dollar potential for a prescription "weight loss" product in Europe using only medical promotional efforts. Our hypothesis was that even though we did not...

Catalogue: EphMRA/ESOMAR Conference 1995: Pharmaceutical Marketing Research- The Challenge For Growth

Author: William V. Lawson

June 1, 1995

Evaluating and forecasting prescribing

The paper is divided into four main sections. The Methodology describes the data upon which the analyses were based and explains the theoretical background to the approach adopted. The Results are then presented to show how large and small drugs...

Catalogue: EphMRA/ESOMAR Conference 1995: Pharmaceutical Marketing Research- The Challenge For Growth

Authors: Andrew S. C. Ehrenberg, Philip Stern

June 1, 1995

Through the looking glass

The paper describes a case study carried out in 1994 to examine the potential for a number of new possible line extensions (formulations) of an existing product. Management required an extremely accurate forecast of the likely impact of the new forms...

Catalogue: EphMRA/ESOMAR Conference 1995: Pharmaceutical Marketing Research- The Challenge For Growth

Authors: Raf De Wilde, Alan J. Bowditch, Simon Fitall

June 1, 1995

Developing integrated forecasts in an increasingly complex, global pharmaceutical market

As decision-making for prescription pharmaceuticals becomes increasingly pluralistic, forecasting the market share of a new product or line extension is more difficult than ever, especially in global, international applications. This paper presents a...

Catalogue: EphMRA/ESOMAR Conference 1995: Pharmaceutical Marketing Research- The Challenge For Growth

Authors: William F. Mckenna, Girish Patwardhan, Juliet J. Goodfriend

June 1, 1995

Systems determine markets

The main arguments of this paper are threefold:- 1. Firstly, that although the concept of ‘global’ marketing of pharmaceutical products has many attractions, its application should be examined with extreme caution. In particular, that the...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing

Author: Howard Biggs

June 2, 1994

How to optimise the go/no go decisions

This paper will focus on the interchange between the critical commercial and medical functions and the decisions they can make or change as a result of input from key sources of intelligence and experience. Case studies which illustrate the...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing

Author: Stuart Cooper

June 1, 1994

Determining the price of a product in the pharmaceutical market

Price sensitivity (or elasticity) is an aspect which has always had to be faced as an integral part of pre-launch and post-launch research in the consumer fields. Now it has to be faced seriously in the pharmaceutical field. But can we just take the...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing

Authors: Nigel J. Burrows, Graziella Dupasquier

June 1, 1994

Prioritising strategies for an established brand

This paper describes in some detail a marketing research study commissioned by Glaxo Holdings and carried out by Taylor Nelson Healthcare in six European markets and in Canada, amongst over 23 respondents concerning the future potential for Zantac....

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing

Authors: Caroline Wilson, Anna Garofalo

Company: KANTAR TNS Malaysia

June 1, 1994

Structuring the marketing

This paper describes the exploratory part of a larger study on management of innovation, focussing especially on the interface between marketing and R&D (Research and Development). Marketing and R&D produce two critical flows of knowledge that have...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing

Authors: Mark Leenders, Felix Janszen, Berend Wierenga

June 1, 1994