Resources Library by ANA

Systems determine markets

The main arguments of this paper are threefold:- 1. Firstly, that although the concept of ‘global’ marketing of pharmaceutical products has many attractions, its application should be examined with extreme caution. In particular, that the...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing

Author: Howard Biggs

June 2, 1994

How to optimise the go/no go decisions

This paper will focus on the interchange between the critical commercial and medical functions and the decisions they can make or change as a result of input from key sources of intelligence and experience. Case studies which illustrate the...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing

Author: Stuart Cooper

June 1, 1994

Determining the price of a product in the pharmaceutical market

Price sensitivity (or elasticity) is an aspect which has always had to be faced as an integral part of pre-launch and post-launch research in the consumer fields. Now it has to be faced seriously in the pharmaceutical field. But can we just take the...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing

Authors: Nigel J. Burrows, Graziella Dupasquier

June 1, 1994

Prioritising strategies for an established brand

This paper describes in some detail a marketing research study commissioned by Glaxo Holdings and carried out by Taylor Nelson Healthcare in six European markets and in Canada, amongst over 23 respondents concerning the future potential for Zantac....

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing

Authors: Caroline Wilson, Anna Garofalo

Company: KANTAR TNS Malaysia

June 1, 1994

Structuring the marketing

This paper describes the exploratory part of a larger study on management of innovation, focussing especially on the interface between marketing and R&D (Research and Development). Marketing and R&D produce two critical flows of knowledge that have...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing

Authors: Mark Leenders, Felix Janszen, Berend Wierenga

June 1, 1994

Traditional medical journal ad testing considerations for the Japanese market

This paper is divided into two parts. The first part discusses some of the cultural complexities involved with marketing in Japan, with particular emphasis on the case of the Japanese marketing of Rulid, an oral antibiotic co-promoted in Japan by...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing

Authors: Jean-Michel Volat, Dale Goodwin

June 1, 1994

Using the market to help the product team in the development process

The market research group within Strategic Product Development in SmithKline Beecham Pharmaceuticals embarked on concept evaluation of a new drug, then in early clinical development. In a workshop context, bringing together the whole project team of...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing

Authors: Richard Murgatroyd, Marion Schoenfeld

Company: GSK

June 1, 1994

Business restructuring in market research

This paper considers the role of business information systems in affecting this change. Not driven by technology but driven by business requirements. We demonstrate how, at Bayer UK, the effective integration of data from multiple sources is rapidly...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing

Authors: Marion Wyncoll, John Markham

Company: Bayer AG

June 1, 1994

The pharmaceutical information center... A major resource for decision making

The modern pharmaceutical information center can be a key resource for decision making, but in order for this to occur and for line and staff management to get what they need from this center, several things are necessary, in addition to the obvious...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing

Author: George Gerson

June 1, 1994