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Research papers

Segmentation beyond cultural boundaries

Although the use of market segmentation analysis is standard research practice in the United States and Europe, many researchers experience difficulty when applying the same methodology to research in other cultures. Market segmentation can be...

Catalogue: ESOMAR Global Healthcare Conference 2003
Author: Mila C. Montemayor-Orr
February 23, 2003

Research papers

Targeting doctors in the Middle East - Is it just a mirage?

This paper will review the segmentation, classification and targeting of doctors within the context of overall promotional activity in the Middle East. Using Saudi Arabia as a specific example, it will discuss current methods and examine their...

Catalogue: ESOMAR Global Healthcare Conference 2003
Author: Jim Ryan
February 23, 2003

Research papers

Improving healthcare marketing through market segmentation and targeting

This paper demonstrates how accounting for respondent heterogeneity can improve marketing effectiveness in the healthcare sector. Three specific techniques, Latent Class Analysis, Hierarchical Bayesian Regression, and Decision Trees, are presented....

Catalogue: ESOMAR Global Healthcare Conference 2003
Author: Jon Pinnell
Company: MarketVision Research
February 23, 2003

Research papers

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

Research papers

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

Research papers

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

Research papers

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

Research papers

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

Research papers

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