Recently we examined the characteristics and emotional values in British pharmaceutical ads targeted at doctors. Through the images, symbols and messages, ads address readerâs values, needs and âideologyâ (or outlook on their job and work). They influence Physicians by managing their impressions of the brand and their associations with it, differentiating their choices in terms of brand values and benefits, and so motivating and reinforcing prescribing. Ads seek to transform negative values and self-images of the prescriber into positive ones, operating through covert/implicit impressions as well as explicit statements or messages.
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 treat different patients differently. What is it about one patient that leads a doctor to prescribe Drug A while another patient receives Drug D? 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 customersâ needs. In addition the paper shows how this new approach can also help to position a product; and how commonly available data can be âminedâ to develop a deeper understanding of how a product is being used, that is, for which âtypesâ of patients or segments of patients is the drug being used.
Pharmaceutical marketing research must always be conducted in full conformity with the principles laid down in the ICC/ESOMAR International Code of Marketing and Social Research Practice (1995). Because of the special characteristics and requirements of pharmaceutical research, however, it is necessary to specify how certain of these principles should be applied in this field of research and also to add a few further principles of conduct. These are set out in the Articles which follow. The requirements of this and the main ICC/ESOMAR Code apply equally to research carried out directly by a department of the pharmaceutical company concerned (using either its own staff or outside interviewers sub-contracted for this purpose) and to research carried out by another organization acting on the company's behalf.
Pharmaceutical marketing research must always be conducted in full conformity with the principles laid down in the ICC/ESOMAR International Code of Marketing and Social Research Practice (1995). Because of the special characteristics and requirements of pharmaceutical research, however, it is necessary to specify how certain of these principles should be applied in this field of research and also to add a few further principles of conduct. These are set out in the Articles which follow. The requirements of this and the main ICC/ESOMAR Code apply equally to research carried out directly by a department of the pharmaceutical company concerned (using either its own staff or outside interviewers sub-contracted for this purpose) and to research carried out by another organization acting on the company's behalf.
Pharmaceutical marketing research must always be conducted in full conformity with the principles laid down in the ICC/ESOMAR International Code of Marketing and Social Research Practice (1995). Because of the special characteristics and requirements of pharmaceutical research, however, it is necessary to specify how certain of these principles should be applied in this field of research and also to add a few further principles of conduct. These are set out in the Articles which follow. The requirements of this and the main ICC/ESOMAR Code apply equally to research carried out directly by a department of the pharmaceutical company concerned (using either its own staff or outside interviewers sub-contracted for this purpose) and to research carried out by another organization acting on the company's behalf.
The requirement for new prescription drugs to justify their introduction in economic as well as clinical terms is being sought not only at the central, governmental, level but also at the level of the individual hospital and physician practice, where restrictions on prescribing are increasingly applied in an effort to contain costs. This was recently demonstrated in the case of Clodronate, a new agent with significant therapeutic benefits to offer in the treatment of metastatic bone disease. Pre-launch market research in several major markets amongst hospital cancer treatment specialists, whilst confirming the clinical utility of the product, surfaced concern at the possible cost implications of the new agent. The study strongly suggested that significant cost savings would be gained from using Clodronate if the compound provided a 20% or greater reduction in the incidence of these complications. This example illustrates the value of cost/benefit analyses in overcoming objections to the apparent high costs of new therapeutic agents by revealing the true costs of previous therapies, particularly if those therapies involve periods of hospital care which the new agent can reduce or avoid.
The paper will examine, with the help of specially prepared data, some of the potential advantages of integrating research amongst healthcare professionals (predominantly doctors and pharmacists) with more conventional consumer data. This paper utilises the results of some specific research conducted amongst doctors and consumers in 1987, to illustrate the way in which doctors are currently advising patients on lifestyle issues, and the significance this can have in some areas of consumer product marketing.
This paper outlines the development of the Medilink project from its inception to preparations for the full Medilink panel.
When a decision must be made as to whether to initiate or continue research on a specific new product, the nature of that product's anticipated marketing program will usually determine its profitability more than the cost of the proposed research. Marginally profitable opportunities can often be made clearly profitable by market segmentation. Within the national market there are likely to be medical specialty groups, regions or other market segments whose contribution to national sales of a product type is disproportionately greater than the promotion currently allocated to them. If these segments can also be shown to respond to promotion by selecting the promoted products more often, they make possible unusually profitable product introductions which utilise these proven methods of promotion. The paper provides an example of marketing planning for a new product, both with and without the use of market segmentation. Additional examples of United States markets in which segmentation is advantageous are also presented.