Pharmaceutical Care Decisions

Healthcare decisions – from what drug to prescribe to what tests to order – are governed by beliefs, attitudes, and personal biases as much as by knowledge. You can perform market research by talking to colleagues and patients or consulting with our pharmaceutical ad experts.  For online research with physicians, we recommend Epocrates HCPView for several reasons, including relevance, ability to target by specialty, geographic region and drug lookup behavior.

How Market Analysis Helps
  • Gap Analysis—
    Identifying learning gaps between best practices and community standards of care
  • Strategic Planning—
    Planning interventions within your budget that can overcome behavioral barriers
  • Setting Objectives—
    How will you change attitudes and mindsets responsible for the learning gap
  • Message Testing—
    Gathering feedback to ensure that all communications are relevant, meaningful and memorable
  • Outcomes Measurement—
    Evaluating program effectiveness with a commitment to switch strategies and tactics if goals are not achieved
Major types of research
  • Disease research—
    How a disease is managed and what influences these decisions
  • Therapeutic research—
    What are perceived and actual benefits and limitations of each treatment option
  • Brand research—
    How a company is positioning a particular drug in the marketplace
  • Utilization research—
    What are the prescribing trends for this drug and disease
  • Company research—
    What is the drug’s role in the pharmaceutical company’s portfolio