Market research, long a key component of success in most pharma operations and strategies, is becoming even more vital as emerging markets, growing payer influence, and data restriction continue reshaping the pharmaceutical industry.
Respondents to the Pharmaceutical Marketing Research Group’s (PMRG’s) inaugural State of the Industry (SOI) Survey, conducted in collaboration with TGaS Advisors, predict that research spending is likely to rise, especially in global research, given the increasing importance of emerging markets to pharma’s future.
Analysis by Best Practices shows the balance of market research opportunities and activities is tilting more toward strategic positioning, putting a premium on innovation and partnership. One market research executive interviewed for a Best Practices study, The Future of Market Research: Challenges and Changes in a Core Pharmaceutical Functions, noted that merely providing data without context is no longer…
Marite Talbergs, Senior VP, Research and Consulting, GfK HealthCare
Vincent Schiavone, Co-founder and Executive Chairman, ListenLogic Health
Henry Gazay, CEO, Medimix International
Joseph Gattuso, Executive VP, Chief Strategic Officer, Ogilvy CommonHealth Worldwide
Harriet Kozak, U.S. President, The Research Partnership
Jody Fisher, VP, Marketing, SDI
Peter Simpson, Principal, Segmedica
Dave Escalante, VP and General Manager, SK&A & OneKey, SK&A, A Cegedim Company
Chris DeAngelis, VP, Strategic Initiatives, SSI
Traits of a Senior Leader in Market Research
Key Actions in Developing High-Performance Market Research Teams
Key points from the State of the Industry Survey presentation:
Chris Bogan. CEO, Best Practices, a research, consulting, and publishing firm focused on best-practice benchmarking for the pharmaceutical, biotech, medical device, and healthcare industries. For more information, visit best-in-class.com.
Sheila Muir Campos. Executive Director, Amgen, a global biotechnology company that discovers, develops, manufactures and delivers innovative human therapeutics. For more information, visit amgen.com.
Susan Herster. Senior Director, Market Intelligence, Bayer HealthCare, a life-sciences company focused on discovering and manufacturing innovative products to improve human and animal health worldwide. For more information, visit bayerhealthcare.com.