Resources Library by ANA

Understanding the prescribing decision

Traditionally, in trying to understand the determinants of the prescribing decision, pharmaceutical market researchers have focused almost exclusively on the attributes of their drugs as the drivers of the product choice. But we know that physicians...

Catalogue: ESOMAR Global Healthcare 2001: Changes In Competitive Dynamics

Author: David A. Luery

Company: KANTAR TNS Malaysia

April 1, 2001

Build strong brands and develop communications

Segmentation using values related variables is increasingly being used in Asia to help in the positioning of brands and to drive marketing communications. This paper addresses some of the drawbacks and limitation of this approach. In particular, it...

Catalogue: Asia Pacific 2000: Redefining Business In Asia Pacific

Authors: Michael O'Donohue, Tamsin Addison

Company: McKinsey & Company

November 1, 2000

Understanding the prescribing decision

By understanding the role that patient factors play in the prescribing decision, pharmaceutical marketers will be better able to understand the behavior of their customers and in turn be better able to market their products to their...

Catalogue: ESOMAR Global Healthcare 2002

Author: David A. Luery

Company: KANTAR TNS Malaysia

June 15, 2000

Marketing of the future (Spanish)

This paper argues that regardless of the changes brought about by technology and globalisation the fundamental rules of marketing remain the same. Thus a return to the basics of marketing is proposed. Today customers are not placed at the centre of...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century

Author: Pedro Chicharro

June 15, 1999

Marketing of the future

This paper argues that regardless of the changes brought about by technology and globalisation the fundamental rules of marketing remain the same. Thus a return to the basics of marketing is proposed. Today customers are not placed at the centre of...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century

Author: Pedro Chicharro

June 15, 1999

Benefit segmentation

This paper presents benefit segmentation as a tool which in conjunction with other consumer information helps obtain directions for new products catering to the mobility needs of different segments. Based on a large qualitative and quantitative...

Catalogue: International Automotive Marketing Conference 1998

Author: N. S. Muthukumaran

June 15, 1998

Gain mobility by new forms of vehicle utilisation and mobility management

‘Mobility management’ is a global concept of various policies to ensure the efficient sustainable satisfaction of mobility demands. Intermodality including all transport carriers will provide an increased quality of life and added value....

Catalogue: International Automotive Marketing Conference 1998

Authors: Conrad Wagner, Heiner Schmeck

June 15, 1998

Researching the future in the present

This paper defines the future, the current research inadequacy and how it can be overcome for the benefit of our clients, ourselves and the consumer. The primary precept is that we under-utilise our core competence of understanding the consumer, and...

Catalogue: ESOMAR Congress 1997: Learning From The Future

Authors: Susan Holder, David Young

September 1, 1997

Long run loyalty

This paper uses a continuous panel of doctors to analyse their portfolios (the number of drugs which are used) and how their prescribing decisions are spread across their portfolios. It reveals portfolios which are much larger, along with loyalty...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'

Author: Philip Stern

November 1, 1996