Healthy Skepticism Library item: 9147

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Journal Article

Katsanis LP.
Pharmaceutical marketing research: blueprint for the future
Journal of Pharmaceutical Marketing Management 1996; 10:(4):251-267

Abstract:

To assess the kinds of recent market research and to develop guidelines regarding the kind of research likely to be required in the future, a content analysis of the Journal of Pharmaceutical Marketing & Management over a 5 yr period and personal telephone interviews of 20 pharmaceutical marketing research executives and senior consultants from custom market research houses were performed; the interviewees were asked to rank 7 topic areas based on whether they considered a research topic of great or lesser importance: managed care, patient outcomes, changing role of the physician, changing role of the pharmacist, advertising and promotion testing, marketing organization strategies, and pricing. Of the 100 articles examined, key topics revealed the following in order of magnitude: patients and pharmacists, 36 articles each; promotion, 9 articles; physicians and organizational research, 8 articles each; and products, 3 articles. In order of greatest importance to least importance, the topics were rated as follows: patient outcomes, managed care, pricing, marketing organizational structure, changing role of the physician, changing role of the pharmacist, and advertising and promotional strategies.