medi pragma 2012
Post on 12-Jul-2015
660 Views
Preview:
TRANSCRIPT
Innovation & Simplicity for our clients
success!
We assist
Business Intelligence to achieve a deep knowledge of the Market, Customer and Brand.
Commercial Operation to maximise performance and the return on their investments.
Innovators to create more successful propositions.
CEO’s to grow profits through customer-centricity.
Rome Milan & others 18 countries through our MEDINET network
Some HQ Credentials P&G Pfizer Forest Daiichi-Sankyo Johnson & Johnson Novo Nordisk
Special Relationship
Univ. “La Sapienza” NOMOS Eurogroup SIIA, SID, SIP, AIOM, etc...
Our Heritage
Over 120 projects per year
40% International
Established since 1984
€ 151.000 average sales per person/year
Valerio Carboniero: Offering for Metabolic & CV disease, device, customer satisfactions & brand tracking
Quantitative Research Director
Vincenzo Falco: Offering for Oncology, Hematology, Orphan Drugs & Market Access
R&D Manager
Lucio Carsana: Offering for SFE, Selling skills, Field manager coach
Business Development
Alfonso Martuscelli: Offering for Vaccines, Mature Products, Hemophilia & CNS
Field Manager
Francesca Venturi Visconti: Offering for Vaccines, Antibiotics, Parallel Imports, value proposition & communication test
Qualitative Research Manager
Bruno Sfogliarini: Offering for Forecasting, Marketing Mix, Segmentation & Targeting, Market Potential
Medi-Pragma Nord Director
Gokay Ustun: Offering for Transplant, Hemophilia & Rheumatoid arthritis
Business Development
Emanuele Corsaro: Offering for Pharmacy, Wholesalers & OTC
International Account Manager
Coverage of both qual and quant
research
Availability of applied statistical capability
Consulting attitude Strong project management
…and also knowledge on the therapeutic area
MEDI-PRAGMA CAPABILITIES
METHODOLOGIES FOR DATA COLLECTION
Bespoke – Tailored - Flexible
DATA COLLECTION IS CARRIED
OUT EXCLUSIVELY BY
ESPECIALLY TRAINED AND
BRIEFED QUALIFIED PERSONNEL
(MEDICAL DOCTORS,
BIOLOGISTS, PSYCHOLOGISTS,
PROFESSIONAL INTERVIEWERS)
MEDI-PRAGMA VALUE FOR OUR CLIENTS
OUR OFFERINGS FOR PHARMA
Consultant
Business
Solution
Commercial
Effectiveness
Knowledge
Research
Strategy
OUR OFFERINGS FOR PHARMA
MARKETING MIX OPTIMIZATION
SEGMENTATION & TARGETING
MARKET ACCESS
BUSINESS MODEL
CALL QUALITY
NON PERSONAL PROMOTION
INTELLIGENCE PHARMA SOLUTION
IN BOUND & OUT BOUND PROJECT
DRUGS DEVELOPMENT VALUE CHAIN
SALES CAMPAIGN PLANNING & DEPLOYMENT
RELATIONSHIP MARKET POTENTIAL/DEFINITION
PRODUCTS/BRAND LCM
CUSTOMER/ PRODUCT VALUE PROPOSITION
CUSTOMER POTENTIAL
MKT/COMPETITIVE INTELLIGENCE & GAP ANALYSIS
COMPANY/BRAND IDENTITY/COMMUNICATION/IMAGE/
REPUTATION
METODOLOGIES WHEN USE MEDI-PRAGMA ANALYTICS TOOL
ECONOMETRICS ROI, KPI, PERFORMANCE ASSESTMENT, GAP ANALYSIS, MARKETING MIX ALLOCATION, MS, PATIENTS INCIDENCE & PREVALENCE, SCENARIOUS
ROMI, SHIFT SHARE, EVENT IMPACT, SoV, SELETRACK, TRAXER
INTANGIBLE METRICS ROI, BRAND VALUE & POSITIONING, KPI, VALUE PROPOSITION, IMPACT OF INNOVATION, GAP ANALYSIS, MARKETING MIX ALLOCATION, PERFORMANCE ASSESTMENT, AWARENESS
REPUTACTION,IDEA, SoV, SELETRACK, TRAXER, KANO MODEL, FI.DO
EMOTIOMETRICS BRAND VALUE, POSITIONING, EFFECTIVENESS OF MESSAGES, VALUE PROPOSITION, COMMUNICATION CHANNEL SET UP, CUSTOMER INFLUENCE
EXCELLENCE CIRCLE, EMOTIONAL SELLING, SOCIAL AWARENESS, KANO MODEL, T.O.T.E. , TRAXER
NEUROMARKETING BRAND VALUE, POSITIONING, EFFECTIVENESS OF MESSAGES, VALUE PROPOSITION, COMMUNICATION CHANNEL SET UP, CUSTOMER INFLUENCE
EYE TRACKING, FACIAL CODING
ENGAGEMENT BRAND PIRAMID: AWARENESS, ASSOCIATION, FAMILIARITY, ATTITUDES, IDENTITY, PERSONALITY, IMAGE, PREFERENCE, POSITION, EQUITY-CONCEPT TESTING
STRUCTURAL EQUATION MODEL, AMOS, TRAXER
EXPERT INTERVIEW VALUE PROPOSITION, SCENARIOUS, COMMUNICATION CHANNEL SET UP, LATERAL THINKING, NEW NEEDS DESCOVERY, GAP ANALYSIS, DEFIND BARRIERS TO ACCESS
KOLABORATION, STAKHOLABORATION, LADDERING, SIX HATS FG, ANALYTIC HIERARCHY PROCESS
ETNOGRAPHIC SOURCE OF BUSINESS, SWITCHES DINAMICS, PATIENTS LIFE STORY, COMPLIANCE VIDEO LAB, PHARMA MISTERY SHOPPING, VESPRO, “24: Twenty for you”
DIGITAL MARKETING RESEARCH
SOCIAL MEDIA, NON PERSONAL PROMOTION, E-DETAILING, E-MARKETING, E-REPS, VIRAL MARKETING, AWARENESS
BUZZ SENTIMENT, EYE TRACKING, WEB ANALYTICS, E-BIZZ SATISFACTION, REP EQUIVALENT MODEL
FORECASTING SCENARIOUS, RISK AND UNCERTAINTY, DECISION ANALYSIS FORECASTING TOOL, SIMULATION TECHNIQUES, WATERFALL DIAGRAMM, …
TEXT ANALITICS VALUE PROPOSITION, SCENARIOUS, COMMUNICATION CHANNEL SET UP, LATERAL THINKING, NEW NEEDS DESCOVERY, AWARENESS
Nvivo9, LEXICON, WORDERING ANALYTICS
MROCS VALUE PROPOSITION, SCENARIOUS, COMMUNICATION CHANNEL SET UP, LATERAL THINKING, NEW NEEDS DESCOVERY
DELPHI ONLINE, KOLMUNNITY, ANALYTIC HIERARCHY PROCESS
NEW CUSTOMER PROFILING & MAPPING
COSTUMER SEGMENTATION & TARGETING BASED ON VALUE PROPOSITION AND/OR VOLUMETRICS ATTITUDE, DEFIND BARRIERS TO ACCESS
CLUSTER ANALYSIS, MANOVA, DISCRIMINANT ANALYSIS, CONJOINT ANALYSIS, STAKEHOLDERS NETWORKING & INFLUENCE, I-PHARM DATA BASE, CORRESPONDENCE MAPPING ANALYSIS, MULTIDIMENSIONAL SCALING (MDS)
HOLISTIC BRAND VALUE, POSITIONING, EFFECTIVENESS OF MESSAGES, VALUE PROPOSITION, COMMUNICATION CHANNEL SET UP, DEFIND BARRIERS TO ACCESS, AWARENESS, LOYALTY, CONCEPT TEST
HALL TEST, STORY BOARD & SELLING, HOLLYWOOD, SIX HATS FG, TERRITORY FG, KANO MODEL, SELETRACK, TRAXER
TRANSFORMATIONAL LEARNING
TO EVELUATE INTERNAL STAFF, DESCOVER AREA OF IMPROVING, BUILD A GOOD HUMAN ENVIRONMENT, ANALYZE MANAGEMENT SYSTEMS AND LEADERSHIP STYLE
ICQ, CMC, STRACOM, ASSERTIVITY, CHANGE MANAGEMENT, REP’S EMPATY
THERE YOU HAVE IT: FOURTEEN MARKET RESEARCH OPTIONS THAT ARE NOT “TRADITIONAL” METHODS
Fourteen is a lot, so to categorize the methods, use the table below. The categories are self-explanatory, and are a useful way to draw distinctions.
Sales Force Effectiveness
17%
Consumer
11%
Rheumatology
5%
Gastrointestinal
4%
Oncology
10% Medical Device
5%
Diabetes
5%
CNS/Psychiatry
10%
Cardiovascular
20%
Others
10%
Dermatology
3%
MAIN CLIENTS
N° OF INT’S STUDIES OVER THE PAST
0
10
20
30
40
50
60
70
2007 2008 2009 2010
31 45
53
66
COUNTRIES INVOLVED
25,0%
18,0%
20,0%
20,0%
10,0%
7,0%
UK
SPAIN
GERMANY
FRANCE
USA
OTHER
Challenge your agencies Knowledge Research Strategy Commercial Effectiveness Intelligence Business Solution
top related