Behind the mirror: The science — and art —of market research


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Pharmaceutical companies know that market research is critical — data provide customer insights, competitive intelligence, behavioral tendencies, and product positioning. And market research increasingly is becoming an important component for linking R&D and marketing teams. The most successful companies know that to position new products effectively in the market and to increase brand equity, they have to understand physician and patient attitudes, behaviors, and perspectives.
Although pharmaceutical companies rely on many different types of research methodologies to gain quantitative market intelligence, a mainstay for gathering qualitative feedback is the focus group. But pharmaceutical companies may not be getting all they can from their focus-group market research efforts. Specialists who conduct focus groups and other types of market research say pharmaceutical companies can realize value beyond the objectives of the primary research, as well as gain better insight and data for their money by developing better designed studies, identifying more targeted…

Winning Strategies for Market Research

Experts on this Topic
Ken Berwitz. President, Ken Berwitz Marketing Research, Marlboro, N.J., and president, National Qualitative Centers Inc., Chicago and Boston; National Qualitative Centers operates focus group facilities. For more information, visit
Chris Bogan. President and CEO, Best Practices LLC, Chapel Hill, N.C.; Best Practices conducts research and consulting work based on the principle that organizations can chart a course to superior economic performance by studying the best business practices, operating tactics, and winning strategies of world-class companies. For more information, visit
Ron Brand. Group Director Sales Force Effectiveness Consulting, IMS Health, Fairfield, Conn.; IMS Health, with headquarters in Plymouth Meeting, Pa., is a global source of business intelligence about pharmaceutical and healthcare markets. For more information, visit
Ron Calderone. Chief Information Officer, Reliant Pharmaceuticals LLC, Liberty Corner, N.J.; Reliant is a privately held pharmaceutical company. For more information, visit
Phil Deschamps. President, Gerbig, Snell/Weisheimer, Westerville, Ohio; GSW is the full-service healthcare advertising division of inChord Communications Inc. For more information, visit or
Ken Dietel. VP, Strategic Marketing Research, The Conectics Group, Parsippany, N.J.; The Conectics Group, a unit of CommonHealth, provides healthcare research, planning, development, and media services. For more information, visit
George Glatcz. General Manager, Health Process Management, Westerville, Ohio.; HPM, a division of inChord Communications Inc., is a data analytics company located in Doylestown, Pa. For more information, visit
Jules Korzeniowski. President, The Conectics Group, Parsippany, N.J.; The Conectics Group, a unit of CommonHealth, provides healthcare research, planning, development, and media services. For more information, visit
Justina Lambert. VP, Marketing, Sigma-Tau Pharmaceuticals Inc., Gaithersburg, Md.; Sigma-Tau is a pharmaceutical company that specializes in the sales and marketing of orphan drugs. For more information, visit
Philip Patrick. President, PharmaStrat Inc., Flemington, N.J.; PharmaStrat provides pharmaceutical companies with market research, consulting, training, and educational services focused on the unique needs of managed-care customers. For more information, visit
John Trombetta. Senior VP, Thomson Advanced HealthMarket Research, Secaucus, N.J.; Thomson Advanced HealthMarket Research, a division of Thomson Physicians World, provides customized, actionable market research for the healthcare industry, offering a range of qualitative and quantitative market research activities for profiling current practices, assessing brand equity, identifying market segments, evaluating new products, and developing e-commerce strategies. For more information, visit
Richard B. Vanderveer, Ph.d. CEO, V2 Inc., Blue Bell, Pa.; V2 is an international pharmaceutical marketing research and consulting company that conducts qualitative and quantitative research projects and provides marketing and salesforce support services. For more information, visit