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Research papers

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
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Citation

Blau and Schmid (2008a, February 06). A matter of belief. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/a-matter-of-belief


Research papers

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
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Citation

Minter, G. (2008a, February 06). Contrasting two cultures. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/contrasting-two-cultures


Research papers

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
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Citation

Anfosso and Meroni (2008a, February 06). The power of communication. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-power-of-communication


Research papers

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
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Citation

McPhee and Chrystal (2008a, February 06). Who's eaten my porridge?. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/who-s-eaten-my-porridge-


Case studies

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
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Citation

Boscatti and Muranaka (2008a, February 04). Effective communication through market research. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/effective-communication-through-market-research