Osprey - Men at Arms 403 - French Revolutionary Infantry 1789-1802
Conducting Revolutionary Research in Preparation for an ... · Conducting Revolutionary Marketing...
37
Men in Black Conducting Revolutionary Research in Preparation for an Evolutionary Pharmaceutical Market Conducting Revolutionary Research in Preparation for an Evolutionary Pharmaceutical Market Richard Vanderveer
Transcript of Conducting Revolutionary Research in Preparation for an ... · Conducting Revolutionary Marketing...
Menin Black
Conducting Revolutionary Research in Preparation
for an Evolutionary Pharmaceutical Market
Conducting Revolutionary Research in Preparation
for an Evolutionary Pharmaceutical Market
Richard Vanderveer
Menin Black
Conducting Revolutionary
Marketing Research...
Menin Black
Revolutionary?
Menin Black
In Preparation for an Evolutionary
PharmaceuticalMarketplace
Menin Black
Evolutionary?
Menin Black
Menin Black
Pharmaceutical RevenuesWill Double by 2020!
Menin Black
But…
Menin Black
Profits Will Depend On...
• More efficient research and development
• More efficient marketing, and thus...
• More efficient marketing research
Menin Black
More Efficient Marketing Research =
Revolutionary Marketing Research
Menin Black
Now!
Menin Black
Five Clues to Identifying Revolutionary Research
Menin Black
1Reality, Not Hype
Menin Black
Menin Black
Prescribing Decisions vs. Prescribing Habits
Menin Black
Menin Black
2Genuinely Global
Marketing Research to Support…
Menin Black
Global Marketing!
Menin Black
Used to be We Would Just Study the U.S.
Menin Black
And Then “Global”Meant Including the U.S. and the G5 Countries...
Menin Black
With Sometimes Japan or a “Third World”
Country Thrown In
Menin Black
But Pharmaceutical Revenue Growth in the
Future is Going to Depend on the BRIC Countries,
E7 Countries, Etc.
Menin Black
Why?
Menin Black
But Remember: Revenue is Not Profit
Menin Black
3We Will Need to Study
Issues, Not Just Products
Menin Black
For Example…
Menin Black
How Do Physicians Consume Information?
Menin Black
The Physician Information PyramidTime
Commitment:Low
Low
Answers to Specific
Clinical Questions
Treatment“Guidelines”
Emerging Trends
TimeSensitivity:
HighFocus:
“Getters”
High “Vetters”
Menin Black
How Can We Have a Positive Impact on Patient
Compliance?
Menin Black
The Patient Persistence Triangle
Motivation
Value Proposition!
AggravationInformation
Menin Black
Etc.
Menin Black
4We Will Finally
Research and Define...
Menin Black
How to Make Better Use of “E” Media in
Pharmaceutical Marketing
Menin Black
Menin Black
5Research and Develop
“Pharmaceutical Marketing 2.0”
Menin Black
Needed Now:
Revolutionary Research for an Evolutionary
Pharmaceutical Market
Menin Black
2020 is Just Around the Corner!
