Resources Library by ANA

Decoding medical advertising

This paper describes the use of semiotics as an aid to monitoring competitive activity. We have taken a collection of typical ads appearing in the British Medical Press, and subjected them to a semiological analysis. On this basis we have drawn...

Catalogue: EPHMRA/ESOMAR Seminar 1985: Pharmaceutical Competitor Analysis

Author: Peter Cooper

Company: QRi Consulting Ltd.

February 27, 1985

Assessing the competition

Companies compete against each other in a complex struggle for customers, capital, and organisational resources. The ultimate objective is to achieve and maintain the coveted status of "industry leader". The basic goal is survival. In this continuous...

Catalogue: EPHMRA/ESOMAR Seminar 1985: Pharmaceutical Competitor Analysis

Author: William L. Sammon

February 27, 1985

Competitor analysis in defence of a brand leader

In the U.K. retail antibacterial market, Amoxil is brand leader. However, share varies considerably in market sub-segments as does the source of competition. The Market Research Department is a prime contributor to competitor analysis, all the more...

Catalogue: EPHMRA/ESOMAR Seminar 1985: Pharmaceutical Competitor Analysis

Author: Roger Western

February 27, 1985

Competitor analysis by patient monitoring

The development of market research and marketing shows us that, based on a series of market research results, the patient is playing an ever larger role in the marketing strategies of the pharmaceutical industry. We can see that the patient receives...

Catalogue: EPHMRA/ESOMAR Seminar 1985: Pharmaceutical Competitor Analysis

Authors: Ingrid Köpl, Gerd Bögel

Company: Marplan Forschungsgesellschaft mbH

February 27, 1985

The use of competitive analysis in R&D planning

The need for strong "market research" or competitive analysis is no longer limited to strategic or market planning functions within a company. Research and development, one of the most essential determinants of long-term success in the pharmaceutical...

Catalogue: EPHMRA/ESOMAR Seminar 1985: Pharmaceutical Competitor Analysis

Author: Tamara J. Erickson

February 27, 1985

Pharmaceutical industry competitor analysis

The key to change in the pharmaceutical industry is technology and new drug introductions versus exposure to generic competition. The net effect equals the critical stock selection criterion for pharmaceutical investing.

Catalogue: EPHMRA/ESOMAR Seminar 1985: Pharmaceutical Competitor Analysis

Author: Christina Heuer

February 27, 1985

MediLink

During the Spring and Summer of 1983 Medilink set up a pilot medical market research operation, involving ten London practices, followed by a larger test market of 50 practices. In April 1984 Medilink expanded the panel to be a national panel of 150...

Catalogue: Seminar 1984: Are Interviewers Obsolete?

Author: Peter Barton

June 15, 1984

Micro networks

The developments in micro networks have already begun to have an effect on the communication of information between the pharmaceutical industry and the medical profession. However the links between the different groups of the medical profession e.g....

Catalogue: Seminar 1984: Market Research And M.M.I.S.

Authors: Hilary Thomas, Alan J. Bowditch

January 25, 1984

Making the editorial matter of medical magazines more attractive

In Germany two continuous research services are available measurement the relative readership of the editorial elements in 30 major medical magazines. One service is private, the other one is part of the syndicated audience research organisation...

Catalogue: Seminar 1983: Publishing A Better Product

Authors: Ilse Meier, Gerhard Zacharias

November 23, 1983