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 careStrategic Planning—
Planning interventions within your budget that can overcome behavioral barriersSetting Objectives—
How will you change attitudes and mindsets responsible for the learning gapMessage Testing—
Gathering feedback to ensure that all communications are relevant, meaningful and memorableOutcomes 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 decisionsTherapeutic research—
What are perceived and actual benefits and limitations of each treatment optionBrand research—
How a company is positioning a particular drug in the marketplaceUtilization research—
What are the prescribing trends for this drug and diseaseCompany research—
What is the drug’s role in the pharmaceutical company’s portfolio