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Research papers

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
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Citation

Lawson, W. V. (1995a, June 01). The 'heavyweights'. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/the-heavyweights-


Research papers

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
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Citation

Ehrenberg and Stern (1995a, June 01). Evaluating and forecasting prescribing. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/evaluating-and-forecasting-prescribing


Research papers

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
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Citation

De Wilde, Bowditch and Fitall (1995a, June 01). Through the looking glass. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/through-the-looking-glass


Research papers

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
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Citation

Mckenna, Patwardhan and Goodfriend (1995a, June 01). Developing integrated forecasts in an increasingly complex, global pharmaceutical market. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/developing-integrated-forecasts-in-an-increasingly-complex-global-pharmaceutical-market