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