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Research papers

Acceptance of a new product relies upon communication. As an example: Introducing of disposables in French hospitals

The purpose of this paper is to show the lesson a manufacturer of disposables can learn from a study and how he used its results in a concrete way to communicate with the decision makers in order to promote his products. This shall be the object of...

Catalogue: Seminar 1973: Communication And Diversification In Pharmaceuticals, Hospital Supplies And Allied Fields
Authors: Louis Tuvee, Jean Bigant
June 1, 1973

Research papers

Diversification by pharmaceutical companies into other areas of the health care industry

To summarise, one must look again at Table I when diversifying and expanding in the health care field. Look at the total market, consider all products and services and especially services. Look at highly specialised fields such as life support...

Catalogue: Seminar 1973: Communication And Diversification In Pharmaceuticals, Hospital Supplies And Allied Fields
Author: Robert S. First
June 1, 1973

Research papers

The diversification of Boehringer Ingelheim, Ltd. through the launch of Dixarit in the United Kingdom

The paper traces the steps that were taken in the formulation of the marketing strategy of Dixarit, a new product for the prophylactic treatment of migraine. It describes the planned research programme, the development of promotional concepts, their...

Catalogue: Seminar 1973: Communication And Diversification In Pharmaceuticals, Hospital Supplies And Allied Fields
Authors: John Bames, Roger Goldsmith
June 1, 1973

Research papers

Communication with physicians

I would like however to look at the problems of diversification and communication from the international standpoint, and to deal mainly with pharmaceuticals - diversification into new therapeutic areas internationally - which is after all the major...

Catalogue: Seminar 1973: Communication And Diversification In Pharmaceuticals, Hospital Supplies And Allied Fields
Author: Ken M.H. Coleman
June 1, 1973

Research papers

Cost-effective market mapping using the "Item X Use" concept

The paper commences by briefly reviewing some of the research problems which face marketing companies in the process of diversification and highlights the need for a reliable and inexpensive procedure for obtaining an overview of new markets. Next a...

Catalogue: Seminar 1973: Communication And Diversification In Pharmaceuticals, Hospital Supplies And Allied Fields
Author: W. A. K. Frost
June 1, 1973

Research papers

A research project to ascertain the methods of promotion used to reach newly qualified and student doctors throughout the U.K.

The following paper describes a piece of qualitative Pharmaceutical Marketing Research, the need for which was created by the apparent lack of success on the part of the Client Company in promoting to younger and more junior doctors. Background...

Catalogue: Seminar 1973: Communication And Diversification In Pharmaceuticals, Hospital Supplies And Allied Fields
Author: D. G. Andrew
Company: GSK
June 1, 1973

Research papers

Media habits and attitudes of physicians in Sweden

F. Hoffman-La Roche & Co. AG has assigned AB Marknadsforskning (Sollentuna, Sweden) to study the relative Importance of existing media reaching doctors in Sweden, especially for drug communication. The study aims at a quantification of exposure of...

Catalogue: Seminar 1973: Communication And Diversification In Pharmaceuticals, Hospital Supplies And Allied Fields
Author: J. Ortengren
June 1, 1973

Research papers

Diversification

Created in 1886 - a small plant for the production of dyestuffs, located in Basle - SANDOZ is today well known throughout the world for its dyestuffs, pharmaceuticals, agrochemicals, dietetic and hospital supply products, thanks to its considerable...

Catalogue: Seminar 1973: Communication And Diversification In Pharmaceuticals, Hospital Supplies And Allied Fields
Author: R. Biard
June 1, 1973