Article Reprints
The following Pharma Marketing News reprints and case studies relating to market research are available. You might also be interested in the following categories for additional reprints relating to Marketing Techniques and Tools:
- Customer Relationship Management (CRM)
- Brand Marketing
- Relationship Marketing
- eMarketing and ePromotion
- Also see Pharma Marketing News Surveys for opinions and insights on important pharmaceutical marketing issues from subscribers.
The Absolute, Relative, and Incremental ROI of DTC e-Marketing
The debate surrounding the strategic and economic value of having an online DTC strategy rings loud and clear at most global pharmaceutical companies today. This article focuses on the power of the product Web site as a conversion tool.
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Download PDF fileCholesterol Drug Users Discuss Their Medication
At breakfast recently in one of his favorite coffee shops, Jim Avery, professor of advertising at the University of Oklahoma, was talking with some friends who he knew had some health problems. Avery took the opportunity to turn the breakfast meeting into a little impromptu focus group. This article summarizes what he learned.
Full Text Available (pdf) (FREE!).
Data Mining in the Deep, Dark Social Networks of Patients
If pharma marketers wish to tap into closed online patient communities that are rich sources of information, they need to pay careful attention to the rules lest they suffer the consequences to their reputations.
Topics include:
- The Dark Depths of “Closed” Patient Communities
- Patient Information for Sale
- Pharma Trolls Social Media
- Transparency, Openness and Privacy
- Beware of Stolen “Copper”
- The ePatient Perspective
- What Are Your Social Media Principles?
- Aligning Your Message with Patient Needs
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Direct to Physician Telemarketing and Sales
This article reviews the telemarketing services ADG Pharmaceutical Biotech Marketing (ADG), which specializes in providing hosted telemarketing services for the pharmaceutical, life sciences and biotech industries.
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DocCheck: Das Portal
This article describes the services offered by DocCheck and specifically focuses on the portal’s market research and physician-targeting capabilities, which any pharmaceutical marketer wishing to do professional marketing in Germany should know more about. Includes sections:
- Day of the Portals
- Universal Physician Password
- eDetailing in Europe
Drug Marketers Need More Than Demographic Data To Effectively Market To Consumers
Pharmaceutical firms should use not only demographic data but technological and health dimension data as well when developing direct-to-consumer marketing tools, suggested Michael J. Barrett, senior analyst at the marketing research firm Forrester Research Inc. Forrester Research has polled consumers to determine how these attitudes differ according to disease state. This additional technigraphic, attitudinal and psychographic data can help pharmaceutical companies to craft effective DTC marketing tools.
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eDetailing: Yesterday, Today and Tomorrow
eDetailing proponents, inside pharma companies and outside, use survey data to justify their arguments for greater spending on eDetails. In some cases, however, the numbers seem to show confusing trends and even may suggest that eDetailing may not be all that it’s cracked up to be.
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Fast Start to Customized ePromotion and eLearning Physician Programs
There is a broad spectrum of online promotional and educational opportunities that pharmaceutical companies have at their disposal to interact with, inform, and influence physicians. Lathian Systems, a provider of online marketing and sales solutions, offers these and more in its Spectrum of Solutions for life science companies.
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Helping Pharma eMarketing “Grow up”
eMarketing Benchmarks
Pharmaceutical marketers are continually challenged by their superiors to quantitatively measure the return on investment (ROI) of their campaigns. This is especially true for their eMarketing initiatives.
So, how do you know which online tactics are giving you the best return on your investment? To get started it is helpful to compare and contrast your own online strategy’s performance against competitive and perceived “best-of-class” tactics to evaluate the effectiveness of online programs, emulate effective strategies, and establish best practices. In other words, you need some eMarketing benchmarks.
This article summarizes a Pharma Marketing Talk conversation with Carolina Petrini, SVP, Marketing Solutions, comScore, regarding her company’s consumer e-marketing effectiveness benchmarks for the pharmaceutical industry.
Topics and issues covered include:
- eMarketing Benchmarks
- Methodology
- Prospects vs. Patients
- Favorability Benchmarks
- Conversion/New Starts Benchmarks
- Change in Norms Over the Years
- What about Web 2.0?
- How to Use the Benchmarks
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Preliminary results from a survey of Pharma Marketing News readers about their views regarding industry sponsorship of accredited CME, including views on value, bias, ACCME firewalls, and alternative means of CME support.
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Measuring Marketing StrategyIt has been said that there is only one way to test marketing: wait and see what happens. However, few pharma CEOs today would consider such a ‘watchful waiting’ approach to be appropriate. “This observation highlights an unmet need in the pharmaceutical industry,” says Mike Rea, Managing Director at IdeaPharma, a pharmaceutical marketing best practice consultancy. “While it is possible to predict and measure the effects of sales promotion by direct measures, or by modeling using surrogate measures, there are no empirical measures of the effectiveness of strategic marketing that can be used to judge effectiveness.” This article reviews Q2 Audit, a new company and an industry-standard measure of marketing effectiveness
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The New Written Prescription: Leveraging Technology to Measure Change in Physician Behavior as it Occurs
New Written Prescriptions (NWRx’s), which are uncontaminated by managed care intervention and patient fulfillment issues, are the ultimate measure of physician behavior and, therefore, the purest measure of promotional effectiveness, according to Nancy S. Lurker, CEO of ImpactRx.
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Optimizing DTC Performance
How TNS Healthcare helps clients build a lifetime connection between consumers and brands.
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Patient-Level Data: A New Level of Analysis
The new kid on the block is patient-level data. Unlike physician-level data that describes the wholesale activity of Dr. John Smith as writing say 50 scripts of Lipitor, patient-level data zooms in on the patients of Dr. John Smith and specifies patient by patient who actually gets Lipitor.
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Pharma SmartPhone/Tablet Apps: Is There a Regulation for That?
Pharmaceutical marketers have jumped on the mobile application bandwagon as more and more companies roll out health-related applications for smartphones and touchpads such as Apple’s iPhone and iPad. But will the FDA regulate certain smartphone apps as medical devices? This article discusses the regulatory and other issues associated with pharma developed or sponsored health apps.
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Predictive Physician Marketing
Now there is a method proven to predict the success of a campaign prior to launch. The ProSigma Detail Model created by TargetRx, a marketing information services company located in Horsham, PA, helps pharmaceutical marketers develop the best detail and detail piece to drive prescribing behavior.
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Quality of Pharma-sponsored Health Information on the Internet
With all the bad press recently about marketing directly to consumers and privacy concerns, perhaps it is time for the pharmaceutical industry to self-regulate marketing to consumers as well, especially via the Internet. What is the attitude of pharmaceutical professionals regarding the quality of pharma-sponsored health information on the Net? Does the industry perceive a problem in this area? To help answer this question, an online survey – Quality of Pharma-Sponsored Health Information on the Internet – was performed during the month of January, 2003. The results are summarized in this article.
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Results from FDA Physician Survey on DTC Advertising
This article reviews a presentation by Kathryn Aikin of DDMAC/FDA in which she disclosed results from the FDA’s Physician Survey, which looked at the impact of DTC advertising on the doctor-patient relationship.
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Sales Rep Assessment: Shoot the Messenger, the Message, or Both?
This article is a review of Metamorph, Inc.’s methodology of using specially trained physicians to assess and validate sales strategy, marketing messages and sales aids of pharmaceutical companies based on real-time calls with reps using a standardised set of data points.
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Society of Industry Leaders: Help for Investors
The shifting pharma landscape makes it all the more important that investors make intelligent choices where to invest their money. The Society of Industry Leaders provides institutional money managers with timely information about the current state of the pharmaceutical market and how it is likely to progress.
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Stop Wasting $Millions on Ineffective DTC Ads!
Testing Technology Can Help Improve Ads and Engage Viewers. This article highlights PreTesting’s ad measurement technology and reveals interesting insights about the major mistakes that pharmaceutical advertisers make with regard to measuring the effectiveness of their ads.
Topics covered include:
- Three Common Mistakes Made by Most Advertisers
- PreTesing Technology
- Case Study: Sleep Aid Ads
- Testing TV Ads in a TiVO World
- How to Create an Effective Drug Ad — 17 learnings from PreTesting
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Top Companies, Classes, and Products in the DTC Space
This article provides an overview of DTC spending YTD 2002 compared with YTD 2001. The sources the data are Verispan’s Source Prescription Audit and other market research.
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Understanding Drivers of Patient Behavior to Maximize DTC EffectivenessThis article summarizes the findings of the Market Measures/Cozint 2002 DTC Monitor study. While the study showed increased awareness of DTC ads by consumers, awareness varied considerably depending upon the medium. The study also measured perceptions of DTC advertising by consumers and segmented the results according to medical condition.
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What the Next Generation Physician Wants from PharmaThis article summarizes results from Manhattan Research’s recently released survey: ePharma Physician® v3.0: The Future of Pharmaceutical e-Marketing, which focused on the adoption of emerging technologies by an early adopter physician audience. This audience is not small and cannot be ignored! Data are presented showing which online marketing programs are considered most effective by this group of physicians and what they desire as the optimal channel mix for marketing programs.
Why Pharma Can’t Ignore eDetailers
This article reviews a presentation by Elizabeth W. Boehm, Forrester Research Analyst in which she presented multiple data sets, including results from Forrester’s Technographics Benchmark Study and eDetailing Survey.
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