Resources Library by ANA

Effective and confident communication in crisis situations

This paper reports the results of a study using experimental design to understand, segment, and optimize messaging with respect to pharmaceutical companies in the hotly discussed and controversial area of pain relief.The study comprised responses to...

Catalogue: Global Healthcare 2006

Authors: Howard R. Moskowitz, Alex Gofman, Samuel Rabino, Daniel Moskowitz

February 6, 2006

Getting doctors to spill their guts

Physicians are notoriously difficult to interview deeply about their decision-making because they are extremely literal and left-brained. They are typically unable to explain their professional and emotional engagement in the disease process and...

Catalogue: Global Healthcare 2006

Authors: Patricia Sabena, Nicole Sabena Feagin

June 15, 2006

Piloting the storm

The threat of being permanently tagged as a model of social irresponsibility haunts the pharmaceutical industry in emerging markets like Brazil.For different reasons the conditions to put the performance of the industry at center-stage are gradually...

Catalogue: Global Healthcare 2006

Author: Fabián Echegaray

Company: Market Analysis

February 6, 2006

Semiotic codes in the pharmaceutical industry

This paper looks at how trust, authority and science is currently 'communicated' in the pharma and other sectors.Semiotic analyses show how it is possible to leverage certain codes in order to build different types of trust relationships with...

Catalogue: Global Healthcare 2006

Author: Diane Fox-Hill

February 6, 2006

Building a healthcare buzz

In this paper BuzzMetrics reviews findings from analyses of online consumer buzz for two sets of promising drug therapies.The therapies with pre-approval buzz experienced an enormous increase in discussion among relevant online communities versus...

Catalogue: Global Healthcare 2006

Author: Lydia Worthington

February 6, 2006

Calculating the eROI for pharmaceutical websites

This paper seeks to provide some evidence on the return on investment of a website (e-ROI) using a longitudinal web survey methodology.Using data from 459 respondents, the results show that almost two out of three site visitors consult a doctor after...

Catalogue: Global Healthcare 2006

Authors: Christophe Vergult, Fonny Schenck, Niels Schillewaert

February 6, 2006

Patient insights

In a survey among 500 chronically ill patients in Germany, three heterogeneous clusters could be identified: the actively informed; the uninformed disciples; the critical deciders.The three clusters significantly differ with regard to their coping...

Catalogue: Global Healthcare 2006

Authors: Joachim Scholz-Ligma, Nicole Weber

Company: Produkt + Markt GmbH & Co. KG

February 6, 2006

Hand held devices

For many reasons hospitals have access restrictions that limit market research and data collection.This paper describes an alternative and efficient method to perform hospital market research using hand held devices and an anesthesiology software for...

Catalogue: Global Healthcare 2006

Authors: Daniela Dening, Carlos Eduardo Reis

February 6, 2006

Regaining consumer trust

Understanding underlying consumer needs and drivers of trust can help build intense consumer relationships. Exploring the consumer experience across CPG, automotive, financial services and other sectors will help marketers understand ways to build...

Catalogue: Global Healthcare 2006

Authors: Luc Rens, Alastair Bruce

February 6, 2006