Resources Library by ANA

Web strategies for the pharmaceutical industry

Vividence studies reveal that exposure to effective pharmaceutical websites increases consumers' likelihood to request specific prescription drugs from their physicians. In December 2001 the research team conducted an independent study of five...

Catalogue: ESOMAR Global Healthcare Conference 2003

Author: Bonny Brown

February 23, 2003

Consumer driven prescription drug plans

Considerable discussion on the rising healthcare and pharmaceutical costs and the future direction of the U.S. healthcare system is routinely heard in political debates and with employers. Employers are shifting some of the cost burden to their...

Catalogue: ESOMAR Global Healthcare Conference 2003

Authors: James Bologna, Donald Falkinburg

February 23, 2003

The chronically ill patient

Innovation in diagnosis, better understanding of disease prevention and continuous improved medications, in addition to an ageing population, are the cause of an ever-increasing market segment, namely the segment of the chronically ill or chronically...

Catalogue: ESOMAR Global Healthcare 2002

Author: Chris Krattiger-Savelkouls

February 17, 2002

Internal and external stakeholders forum

The authors of this paper provide an examination of the way in which the healthcare industry perceives itself, both currently and over the next 20 years. The study surveyed the opinions of 44 leading figures and stakeholders in the healthcare...

Catalogue: ESOMAR Global Healthcare 2002

Authors: Stephen Welch, Nic Wiseman

February 17, 2002

Knowing the patient

Longitudinal patient data has been cited as the largest single gap in healthcare data. This paper shows how a new, patent pending, patient-centric approach to data collection has been designed, using panel recruitment techniques and multi-source data...

Catalogue: ESOMAR Global Healthcare 2002

Author: Simon Fitall

February 17, 2002

Lessons from consumer marketing

The author of this paper covers some of the requirements for producing great consumer advertising and assesses some of the implications for pharmaceutical marketing. The scope is the strategy behind great advertising. Excellent implementation is...

Catalogue: ESOMAR Global Healthcare 2002

Author: Sharon Spiers

February 17, 2002

Why DTC advertising has failed in the United States and how it can succeed

Since restrictions on direct-to-consumer (DTC) advertising were loosened in 1997, spending on DTC advertising in the United States has quadrupled. Now the European Union may soon begin testing DTC advertising, but not much consumer research on DTC...

Catalogue: ESOMAR Global Healthcare 2002

Authors: Michelle Castillo, Renee Hopkins

Company: Decision Analyst, Inc.

February 17, 2002

Recognizing the role of the consumer in pharmaceutical research

Greater access to information has allowed people to be more involved in their healthcare to the point where many health conditions can now be viewed as quasi-consumer markets. This creates a new landscape for marketers where customization is the key...

Catalogue: ESOMAR Congress 2001: Marketing Transformation

Authors: Sharon Spiers, Mark Blakely

September 23, 2001

eBusiness changes global and strategic marketing

This paper provides a comprehensive description and definition of the eBusiness landscape, how it affects healthcare, and opportunities created in the health industry and specifically in diabetes care. Marketing and sales managers are bombarded with...

Catalogue: ESOMAR Global Healthcare 2001: Changes In Competitive Dynamics

Author: Meinhard F. Schmidt

Company: Roche

May 1, 2001