No June FOT]NDATION · 2019. 1. 8. · rvww ephm ra or9;sirc No 5 FOT]NDATIONJune 2002 NE\VS sl'oP...
Transcript of No June FOT]NDATION · 2019. 1. 8. · rvww ephm ra or9;sirc No 5 FOT]NDATIONJune 2002 NE\VS sl'oP...
![Page 1: No June FOT]NDATION · 2019. 1. 8. · rvww ephm ra or9;sirc No 5 FOT]NDATIONJune 2002 NE\VS sl'oP tlRtiss... sl'oP Ptiliss New Conference Openlng Speakers on 26 tune -see Programme](https://reader034.fdocuments.us/reader034/viewer/2022051903/5ff30d633817d45d9646ca10/html5/thumbnails/1.jpg)
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rvww ephm ra or9
;sirc No 5
June 2002
FOT]NDATIONNE\VS
sl'oP tlRtiss... sl'oP Ptiliss
New Conference OpenlngSpeakers on 26 tune -
see Programme later in
Newsletter
In this Issue:PRM&T Updateand ActMtles
INo Need to Skip The
Desk Research!
Researcher -Get out of your box
aMusing on Models
a
Brussels ConferenceUpdate
Contact Usllr phonc. far or crn:ri1.....
lJ(rr.l(l(tt( Il(|q( r\\lr rrt lcrt I lr rrrscii I \lotrr.r)) ll(l.t(l\tltlr hr rtlur' ( Irr-rltrft\R l; l\\ I K
Itlr'Plt rtt *|Il(,1 i{)r Sf(rill\ .tt l()l it)tsltlr
|'nl,lrl \lr\lll{r'|.l('r'\,r (\ (()rl
\r.rt tlr< ll)lr\ll{\ \\(l) \it(lll lllll) \\ \\ \\ (-l)l)ll)l_.1 r)l-ta
![Page 2: No June FOT]NDATION · 2019. 1. 8. · rvww ephm ra or9;sirc No 5 FOT]NDATIONJune 2002 NE\VS sl'oP tlRtiss... sl'oP Ptiliss New Conference Openlng Speakers on 26 tune -see Programme](https://reader034.fdocuments.us/reader034/viewer/2022051903/5ff30d633817d45d9646ca10/html5/thumbnails/2.jpg)
Facts & Figuresabout the Newsletter publication
Copy/Advenising Deadline: .luly- l2th 2(X)2.'l'he next edition w'ill be thc post Confcrcncc
Newsletter issucd Scptcrnbcr 2(X)2-
Advenising rates ancl de tails are rs firllo*'s:Four colour antl ll&w ads can bc carricd.
Priccs are quoted in Su'iss fiancs,
B&W
Quarter Page
300 cHF
Half Page Full Page
5OO CHF 8OO CHF
750 CHF 12OO CHF
I
Four Colour N'A
Priccs ckr not c:rrrv VAI'(liphMRA is a S\iss ba:'c(l Ass()ciirtion) lnd irrroiccs \\ill hc
issuc(l in S\rlss frlncs ' rrru transli-r tlre rclcvlurt tnr()Llrlt io((]our l>:tnk ircc()r.llrt ((lct:rils <ll n hich u ill hc on the inroicc)lte ner md thftd edltlm of,rhc
Idoon b zrdh,ble fur purchrccst I Swlcs francs ea.h.
THIS YEARGOODY BAG PICK-UP
AT AGENCY FAIRCornpany Delegate Goody BaB -
at the EphHRA ConferenceSheraton Hotel, Brursels,
lune 20O2
wh/ not h.61 t@r [email protected] !s "rod,. .6p.n7 d.l?rrt. Gorldr 4.8'
. ro! crn r<tr..!* rer (omprntro rrr dol. r(.ndn! rrom rprz|rD..'{,<r (ainprn}
, r i 60!. '... vot Lt. (-oddr B:B
FU' td! E I t..F rr r n.. rd.
, { .oro /ou no6 n! rr do bd!r."p! rovd. lrC (.nr
lfyou fihd thir int.rcttint th€n cont.ct:B.h.dctt. Roacrt, Gcncrd Sccr.tvt on 0 | 6 | 104 8262
or.m^il to Hr!8Ro8.6@s.<om
E' rrltfl
002
The 2002 Progrlmme Commrttee hrs evr u:rted rnd drscugsed rnirry suggesuorrs
from members ind ;rgcrcres rbout che conlcrerce lor 2002 One rnrporcrnt
dcclsron hrs becn nrrde ilbou! !hc ilSency fr r for 200?
A nrmber of rn;rlor confercncc rporlsor! ilnd rgency f:rir exhrbrtors lskcd the
Cornnrrttee. following the flr n Achens 2001 ro consder open,ng tne frrr rcphirrmlceuiic;ll comp:rny dclcg;rrcs lnd lgcncy exhbrtofs onl Thus agency
deletares who hlve chosen not to book J booth spircc w Inot be ilbe Lo rttend
tlre frrr rf 2002 bur rh s docr nor lffecr ]rrcnoancc ilr i\n/ orher even! a! rhe
conference
The rgencres who rpprorched Eplrl'1RA;rbou! tlrrs rnrrrcr felt thilt thc igency fr I
shou d be rvr hblc orrLy ro thosc exhrb ong EphMRA hirs decLded !o support Lhe
rdcl rnd rn 2002 rhe rgency f.|l w'll be opef only to rhose :rgencres who reselve
r booth spilc c
To flc rcrrc bookrng rhere wll rn 2002 be 3 prrce evels for frrr booths- rhe curren( slilndir[d s n8le]do!ble sprce
rhe curfefr srnrll ii8ency spice lee livr lib e to tho5e i8enc es who q,|] ly)
i ncw ( owesrt prrced booth for- one person consu lirnts free ancer s
We hope thrt most iSencres w | ;rpprecrlre t|rs new ntirtrvc - whch hJs come
rbour bec;ruse of rgerrcy rcquesc l1 you would rke to d scuss thrs fufthcr plcase
fee [r'cc ro conricr your il8en(y represenr:\oves on rhe conrmrrreeAlln Bowdtch
l'1itrr n Hinrbrn (boworrch(gmirt nh.rmbl ncomt or lure Burs Aequus Rese:rrclr
lJburs@requusf eserr ch coorJ
l'1in) !h:rnks
Bern:rdette Roger s
Ephl'1RA Gener;rl Se.r cL:rf /
FOUNDATION NEWSEDI'TOR \\'AT{TED
\\c .rrt l,rrkrr{ l()r.r nr\ | ( ) L r | ) r I . r I r , I r r \t's ' lrtlrtlr tlrt
t,,h LL.l\ l,,r t L t I r t r , , r r ' . r r r i | \' $i \\,,uLt lrk( r" r'1\ rrL
.rl1l)lr(r0r'r). l(ir tlrr Itsl lrL'r rq(i\\ (\(rulr1(\
Plcasc ct)ntlrct IlphuR \ l()r iroapplic:rtirrrr lirrrrr
![Page 3: No June FOT]NDATION · 2019. 1. 8. · rvww ephm ra or9;sirc No 5 FOT]NDATIONJune 2002 NE\VS sl'oP tlRtiss... sl'oP Ptiliss New Conference Openlng Speakers on 26 tune -see Programme](https://reader034.fdocuments.us/reader034/viewer/2022051903/5ff30d633817d45d9646ca10/html5/thumbnails/3.jpg)
Ephl'1M are most trareful ro rhe companres below who hrve gener-
o!ily iuppof(ed the Conference and AGfl
SOLE SPONsORs. COFFEE 8REAKs
t4 luNEat'rtt.lr,8c,8lum
Annui Conferencc
Segmennt,on ' xo* to
Efle(r,Yel7 TrrBe( rnd
Promote (o rhe Cu5(omel
r4 luxEB.utlclt, B.t Etum
Annuitl Co.rercn(elnr€rnet Reteirch P!3lr n8
J)e Bo!rdr.e3
24 lul{EEruttGl!,8.i!jum
Annuil CoifcrenccPoi,t o ng Geltn8 lt RrSlrt
I OCTOAERPrpers tubmit5 on derdlr'e
?001 Conlerei.eShtrp'nt (he MR Puule
6-S NOVCHAERI ru
"G lt, ae,8
'u fl
lnternled,rte Pharmrceut''l
HJrkernt Reseir(h Co'n !e
The Re!.r.(h Toolbot
t 1- 14 r.laRCHMdd.id, SPoin
lnrermedrre Phir nrrccinciltla.ke!ng Rerelr.h Cour 5€
Conto'nt rnd PrrcLng
IO-I I APRIL8rutt.lt,8.'ti'rmEffe(!Yc SeBmen!lt on
PRI'I&T SPnng
Trr o'nBworrsnoP
I l - | t luxfMadrid ' SPain
EphHRA A.nui\l Conference
4-t xovEHAERBrut'cl',6ettium
Brs c lnroduct on Io
Pharricc!L(rltfurke!nE Rcseirch
EPh}tRAT.l +a'a 16l loa E26l
Fu.aa lal loa !loaE hrjl: fa^8Rot.6@<t 'om
w.b tit. rt httPrlrft ephh^di
Martin Harnblin GfK
SGR International
SOLE SPONSORS. POST CONFERENCE NEWSLETTER
Martin Hamblin GfK
SOLE SPONSORS - WELCOI'1E COCKTAIL PARIY
THIS SHOWS OUREXTENSIVE
PROGRAMME OF tMs
l+G Infratest + GIX Suisse
SOLE SPONSORS. ERUSSELS CABERET EVENINGWITH GALA DINNER 26 IUNE
TRAINING COURSES
OVER THE NEXTYEAR OR SO.
BRUSSEITS JUl{E 27AGEI{GY FAIR
RAFFIE WII{I{ER
The first 25 agencies tobook and pay tor their
stands in Brussels wereentered into a prize draw -
the prize beang an extrabooth space at the agency
tair on 27 June.
The winner is:
l+G Health Research
Congratulations -l+G Health Researchnow have a double
exhabition space tor theprice ol one space.
co,sPoNsoRS - EphMRA MEDTEVAL
EVENTNG 27 JUNE
Epht'lRA, SSRI, Medistrat
SOLE SPONSORS . AGENCY FAIR LUNCH 27 JUNE
Taylor Nelson Sofres Healthcare
SOLE SPONSORS . CONFERENCE BAGS
lsis Research plc
SOLE SPONSORS - CONFERENCE PAD
l+G Health Research
SOLE SPONSORS. LUGGAGE TAEEL
III
CAH
SOLE SPONSORS - FINAL CONFERENCE PROGRAMIIE
Healthcare Research Partners
SOLE SPONSORS. CO-ROM OF CONFERENCE PAPERS
NOP World Health (Nop He.lrri,crrc Strrres c
l"l.1rkct|n8 Co.po.iroon,M:r.ker f'leitu| e! Inrer i(! ver
SOLE SPONSORS . CONFERENCE SIGNAGE
lsis Research plc
SOLE SPONSORS . CONFERENCE PEN
Psyma International Hedical HarketingResearch GmbH
SOLE SPONSORS - DELEGATE LIST
Martin Hamblin GfK
... tI
Itr\:l-r
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We are pleased to welcome Jill Grcgron of Novartis and
Carolyn Fenwicft of AstraZene<a to the committee.
THE COMITIITTEE IS ORGANISINGAND PLANHIT{G THE FOLLOWINGCOURSES ' scc the EphllRA webs ie for more
decails call janct Henson or Bernadette Rogers
Novembe? 6-g 2oo1 - Brussel3 -Intermedlate Pharmaceutical MarketlngResearch Course - 'The Research Toolbox'The soeakers for the course have now been announced,
and rhe full registration mate.rnls and
programme have been mailed, rnd are
of course live on rhe www ephmra.org
Workshop OblectlvesThis course is designed as an inte.nrediate course forresearch practitroners who want to develop rheir skills
beyond a basic understanding The course wtll focus on a
variecy of research rechniques and applicattons required by
the professional mlrker researcher.
Delegates will leave chc workshop wrth a belterunderst.lnding ofr Questionnaire desrgn and scalrng techniques. Translating research objecrves rnto methodologyo SamplnS theory and sLltistics. Culrural differences influencint research destgn
. The application of protective and enabling technrques
. Analysing and interpreting danr Working with aSencies
Who should attendlThe traininS course rs armed at researchers who have
erther attended the Basic Training Coursc, or who have
over I year! maTket research exDerrence
Convenors & OrganiserRepresentatives are convenrng and orSanising the workshoP
from che EphMRA Primary Research l''lethods and Trarntng
lPRM&T) Committeer -
Bob Douglas from Taylor Nelson Sofres
Catherine Franeau from UCB Pharma
lanet Henson,Workshop Organiser
lrlarch l2- 14 20Ol - Repeat of IntermediatePharmaceutical l.larketlnS Research Cou?se -Conlolnt and Prlcln8 - at the Melia Castilla Horel,f'ladrrd. Soain
April lo-l | 1oo3 .'Effective Segmentatlon'-Annual 2OOl PRI'I&T Sprlng TraanlngWorkshop - at the Sheraton Hotel ind Towers,
Brussels Belgrum
Workshop Oble€tlveiThis course rs desrgned as an intermedrate course forresearch practrtroners who want to develop therr skrlls
beyond a basic understanding The course wrll focus on a
variety of rcseerch technrques and applicatrons required by
thc pr'ofcssronal market researcher
Delegaces will leave the workshop wirh a betterundersrandrng ofr The value rnd uses of segmenrerron in strategrc and
tactical developmcnt. lmporlinc consideritions beforc embarking on market /
customer seSmcnm0onOutpurs desrred and inpucs necessary
r The vllue of qualrcatve research to feed quancrtatrve
seSmen(icron. Ke/ anal/tical seSmentation cechniques (pitched ar il
researcher level not advanced staris(ician level)
o Dara collecrron merhods suitable-
Who should att€ndlThe u-rrgcc ludrence for this rncermediate course rs tho5e
who have been workrng rn nn Interni(ional pharmaceutical
market research department or xSency for 2-4 years
convenors & organlierReprescnurrves are convenrnB and orglnrsing the workshopfrom the EphMRA Primary Research l'lethods and Trarning
lPRM&T) Committeer - Stephen Grundy - f4artrn Hamblrn
GK, Carolyn Fenwick - AsrraZenecr rnd Janet Henson,Workshop OrSaniser
November 4-, 2OO, - Repeat ol Basiclntroductaon to PharmaceuticalMaiketing Research
AT YHE 2OO2 CONFERENCE IN BRUSSELS WEARE ALSO ORGANISING THE FOLLOWINGWORKSHOPS: -
lnternet Reseatchs Pushing the Boundaries -
,une 24 - lncernet workshops havc become an estab-
lished part of the EphMRA AGf'l agenda over the last
fcw years. The focrls for chrs year rs more participiitive than
In previous years rnvolvrnS deleSales cofttPleting an onl|neouestonnarre. bTeik ouc discussion, and lrve debate Fresh
topics such as ;rdvanced nTerhods. Paradata and emarketingwrll also be covered Emphasrs will also be Siven to case
study milterial
![Page 5: No June FOT]NDATION · 2019. 1. 8. · rvww ephm ra or9;sirc No 5 FOT]NDATIONJune 2002 NE\VS sl'oP tlRtiss... sl'oP Ptiliss New Conference Openlng Speakers on 26 tune -see Programme](https://reader034.fdocuments.us/reader034/viewer/2022051903/5ff30d633817d45d9646ca10/html5/thumbnails/5.jpg)
Posltlonlng Gettlng lt Right - lune 24/15 - rhisis a repeac of the PRM&T aurumn 2001 workshop
rN aDDtTtoN THE COMMTTTEE HAS IUSTCOIrIPLETED THE FOLLOWING PUBLICATIOHS
The r erct on !o rhe recen! PRlt'l&T publrc:ruons of'Itllnrgrng A l'lerker Reser|ch Prolecr' lnd Rescarchrhrough thc Prodrcr Lrfecycle hls beer very posrr vc
and nrany exrril cop cs hive been orderei fronrEernldetce You cln srrl oTder cxcrl copies - here rs
:l renrindcr of !herl content:
lResearch through the Product Lifecycle'is an update of the previously named Srraretic Gurde ro ldentifyingand Researchrng che Influencers on Pharmaceurrcal Prescrip(ionProducts The publicarion and accompanying wall chan is designedto be a tuide that illustrares rhe mrin groups of rnfluencers onprescribing a pharmaceutical product. k also highlighrs rhe rypesof marketint research proiecrs thar could be conducced duringrhe life cycle of a prescriprion pharmaceuucal producr
E T TA lII
t
II
'Mana8in8 A Market Research Proiect'gives Suidance co both pharmaceurical company marketresearchers and agenc/ researchers, as to good practtce inrunning research prolects The irm rs to Inlprove communi-catron, workrng practice and !o ensure that proiects are runto rhe sarisfacrion of all parties. The PR|4&T Commirteedrew up thrs brref with parrrcular assisunce from MarrjnHamblin GfK and Taylor Nelson Sofres Heakhcare.
T'rc r*o dry Ephf'lRA PRfl&T nrernrcorirc Lcvc Forecrstr.q rrr rrrgco!rsc co-ccnlor.d ry 5:rpren Gr:r cl rf"l.r':r rH.:frblr.Gikrirr.l Ul(iiWrrtcr rBrycr wrt i 5r,cccss rs berd oi prcsc.tr0on\ dr(ir59cnr i,.ra'dc.!shot ir.r v ( c5 ) c!rCa( r),cl.
-fc torrse sci oJ1 tr i.rttr., d.l.8rtrs knoE.eCgc r.d !rCer!r,lndf6.jito'catst.g tc cr.toe rlrc|r (! ]dv5r ll-eI rirc.iirl Fcrscnrel ] ,l c!5(orlcr5nio c cifc.r"rr Fo'ec,rsrs wr r.*rvs br wro'r; bLrr wrf sk s ifd rpDrccLrcwltoEc th.,rn 5 til, f pror! iorr:crsLn;:o -cdLrac crror
Th. fc.i'casr rri c/i c w]s ,.v,ewcd b) P;r,or K;nrzrl s iNovifr s Plrrr rr.rliro s:rr(t!r( ro.c tcrr| :o opc ,lr on.r l!tro I i€r.jl. cr:t|r.rn nt cpt ,rurrj
lppr oirches t! I ,ic, ,r! Io' c.r5( rg ! ru]r or9 Cr r c;r srccess frcL,-)r r rfC ll,cw]-o whf w\:r: w1.r'c .r,rrl how cf icrrcrri np wrr c cfirct ve y r:crr,:JrDtr.iicC.a,rd rr? tow r-o l:( wrrcf .r trcrd fr.rclL,rc or rrclC sl.oCk o(CL,r\
Tc ry Hi\"ny lRrdf\c\ Ltdr ,cvr.{ed Gcrrrg r: )one *rlr rn ..vcr!ewfr-cn rhr rtcvc concr: oi I lrrc(J5:/'rg pl.rf rc f.low !o 1nd rr L,rplrr5isr rp
t rc rnpor:rrcc ol oblrct,v€ sLtt,r! A strong rcr cw ji iIcr, 'o.ccisi
n! wirsCcl vcr rd irfr Terr y !rrph cr y lcnrorslr rLcC !l c rrrDcr '..-,f.c ci r ev ewrg{orccrsrs rclurr y ,f 3 ponrs irf rElrc, o, o.arr rlrrf 5o.rerrf8 hr!:)r!.DrDf.r,rqLa
.r to{e.:rsr ii .of1(urcc 5tctrr5 fron, robustnesr 51c R.f.rri l'1rrBJ!oya1l'litrtscn lrcl Grorpr rr 1,,-'!tr:ca rt,r nrDor.tn(e cf co.srruc!irB r')odel!'*' clr frlvc l:r:rcrt ls ,4e l\ vo rnra ri is ngL15
npuls lor ;c|rc.r:rr:g:rr )c y] cd Alcc Innrv rAsrr.rZcr,cc.:t & DrvcPe:rr nrr r rflF GAI'1YAr show r,! rhrr def fr rt rfd u,)d.r 5rrnil rjB rtrc njll ke(rsvrlr fcr sucrcs: T'rc icrelrstrrg orodc rcrrrp.l:1l.- 5l,o.ld rirL,ac.rl f,rccispit ,rrr llow ,,,c |lC rii pc,p.r irr o,r p! rvir frj(. il rl iosis roi]t rrcrrJrcrj( ij, !?uertneft tjy (.l!s llk rii r)ro itico.rr r .roIc rr.d conrb ri]r or t:rer.rpy ,lrcbrrfc c!€ ir5su rpi cn5
The updlrc of rhe "Options For Training" drrabrse s nowcorrrple(ed rnd s pubrshed on Lhc wcb srte Th15 compnses of il srof l'lirker nB Rcsclrch courses w,!h con!enL venucs. icngrh, pftc nglnd rlr-get lud erce f your lgency offcrs tny co!rses rnd wouldlike to rece ve I quesoonntle plc;rse con!.tct Eern:rdette Rogers
5cnrr nyt'rr wcrc !nrcvered roc
. A.!urr.y j P"ecrsror , Qu:rlryr Cofs.]lr;rnrl ire .o( :r seerrq o,Jc c5. Co.rp.chefs ve conrpler nrodcl5 rre rot fecesstr v nrore t..u-itrc. t 5 no: cirsy to know pred cr or FreisLrrc r.c:1.(!r,lry cf r fo'E'::r!i
A cc Flrrcr ;rlro prov ded rnreree.rrt'rews irn r.prr,v r6 forccrst qrr rtt Aqur ty iortcrrt rs fr for rhe puroosc cf dcc:rcn ,Jrrk rI , Nrilfrtll3 |!k rrc'c5oL'cc ]lcc]tron ! rllt Mlrkerrng co(rprrrres slrr:ud tocls nprcvrngf:recrsrn5 qLn rv ri rhe shcrt (crrr lup io 2 ycrrsr.rnd iobirl reinrs rrponr.rprovr:r; onE rernr rorccJsts rup ro 5 ye:r"st AcasiC co.rconfuseb,lsnar5 ri\recrr w rlr ih! ro,ec,lrr rrrC 5r.cs!ed /o,, crI] r fc ec:l5l you, wit/ oLr(
T,,e,c r'lj rrr'it/ prir s ri rorccrsrrnq Ur ch wr5tc'r 'rilrltljrrd fre Ulps n
tnr! !ur c!;r',r rs s & Cenrfed rr^crl (hro|]gh prtlc'ri rc(!tn(or]
Tf,c ro.lrse ncuded nrarircr!e sc5soris rrc:titr,J iorccrstr! wls trratsedI Jic wor[sl]op! rrr :y Fr:rrl CL,oco Dyrrm,c Rc5c.1,dr 5,rU(onsrcnj nc
Tfcrcr|,5sfowcdll)c,.rciiir!rtb!rIs.rlicILrndc,sr;rrCrj!oilhcrrrprcrcl tlr. ctrt c"c forcc.ts!
Thr grcrp rtrecd rh,rl su::cssfr orErr5:r(ons ope,r(e {rl, orr drrr scr rrd]lwl/5 doc!tricrr lrcr ]ssu.rp( ons f'lorcolef. cr !rctl to 9u:.r!5 s 5e.ro./i Jrlijgcnre.i 5!?por t r c €r, .rfder 5r.rno r)! cf the (rstor'rcf ! rcqu rerrertr rs c Ll r d ; r d :r q r e e d p'oc.\s .k5 i o strJ:cd! io rpcr]irorl {orecit5!s a.o5sfLr rctrnnr ccnsensrs rnd repor ( l.B rr'c tr:r ng upon Ior eclst rrr'rrrce lrd forecir5t i]..!rir(y Tlrr.1 n1u51 bc.r w rgness to r]t. dea\,o.5 itnd nrile.5".,q", rr de
"gir"l5reFhr:n G,rndrIt1:r.!,,, H:r,rrb,,, GiK lor ,rrC o- l.:cl,r f cf rl,c Ep,rHRA PRtl&T C.r)., rr€{:Ccrrsc ronvcrror r lJ r ch'A!s'.c ,r r rtr wlcsrcn uw rJbr/er-r! de
rr( Stcpief Cf.rfd/ sii!,r fl.r.dt .i nrrr:r-rf.,r'rul n co rk
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This column is meant to stimulate new thought and lookat some of the criticisms that resear<h faces.
To krck it of{ | ranS some colleagues rn European marketinS Posi-rions and market research agencies and asked them when they last
fek thar marker research had thought"our oflhe box" In a way tha(had given a competitive advanrage.
Interestingly, the atencies had numerotts case historres. Some ofmy client market research conucts could mention Instances. butonly one of the ma.ketint manaSers I spoke to could idenrrfy howmarker research thinkinS'ou( of the box had helped.
This, I hear you say is hardly a comprehensive sr-rrvey and I certainlywouldn t put it up as anything except anecdotal buL if representa-
tive. it asks a few ouesrions.
ls i( that, as marker researchers, we market ourselves so badly thatour innoration is not recognisedl ls ic that our Innovation is no(
creating acrion and so is regarded as meaninSless and ignoredf Orare we quite simply not (hinkint outiide the boxi
Does it maner if we don't think out of the boxf I supPose we
could ask ourselves why bother ro be on the planet - why did Godgive us a brainf Yes. to me, it does malter rhat we add value and
are no( iusr managers of a Processl
A good rest for yourself is to think ov€r rhe last workin8 day (or two) -
how many (imes did you put a stop to potenlial 'out of the box'thrnking and how often did you encourage itf lf the latter as bitter,e-mail me I will report how many I received in lhe next issue.
To prove thar we do sometimes think out of the box we have put in
rome examples. These have been given to us by a number of agencies
and clients Some may seem more out of rhe box than others
Thinking out of the box
Using actors to ac! out a producl leftin8 the doctors direct rhe
ac(ion to understand the brand character.
Usrng Focus Vision on the net for international research with real
rime ditital translation.
Faced with understandint patients views In a teenage market usinS
interyiewers involved in child counselling services !o improve thequaliry of information collected.
When usint brand proiecdve techniques choosint ones whichinrerrogare all of a respondenr's five senses including taste. touchand smell
Separaring rhe views of future thinkers and laggards in all Productdevelopment research.
Crearing se8mentation which is easier co implement by usint moti-varions and psychographics. not simpl/ atcitudes or behaviour.
September 23Indu$try Networking Reception
october 2l -22-23 2002Fall Education Workshop
.Ft\lt,
PGITTG
Integrating results of the debriefinro action bt usint neurolinguisticproSrammint (NLP) based moderation -
as part of an immediate postdebrief workshop
Creating market research rhat is publishable
in peer reviewed journals - one example herewas a producr wishint to own improved quality ofliIe. examined factors affecdnt QoL and then had this published
When urint role play do it in threes. givrng docrot patient and
observer feedback
Doctor - recruit a doctor incentivised recruitment.
Driving a coach round and parking outside seminars to Srab doctorsas the), finished and conduct Interviews on the coach
Using tood tuy / bad EUy Interrogation te(hniques for cerorn ropics.
lf you would like to contrrbute out of the box examPles Pleaseemail me
Kim HughesThe Planning Shop In(ernationalkim.hughes@planningshop co.uk
I
1
EpuMl'AEuropean Pharmaceutical
Marketino Research Associalron
In Brussels during the week of che conference
24125 lunePositroning - Getting it Rrght
24 JuneSegmentarion - How to Effectively
Target & Promote to the Customer
24 JuneInternet research - Pushing
the Boundaries
6-8 NovemberThe Research Toolbox. Brussels, Belgium
Full details on the EphMRA \rr€b Sitewww.ePhmra.org
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MEDI-PRA.GM\
r JgYlri!'l )i aLtL.:-;L'.liL!) i U i \2 al'i' I Jr ) 5'J Zt:,vJ 'i/ Jt JJ -iilt,.i"DDr Panos Konrzalis ls member oi the Novan s
Globrl Srles ForecistinS Terrn h:rs won a
presu8rous Inrernrl company awrrd - rhe
irsr G obal l'4arkecrng Team Award . which has been awarded''for an outstrnding (eam efforu whrch goes belond rhe call ofd!ty and crei(es brrdges between groups tnd departmenr'
The Forec:rstrng Telm was srrd to hlve estab[shed a credrble
and consrslen! process for brintrng borlom-up unrt forecrs(s
from che CSO s cogecher nro one globr drbbase The Teitm s
drl8ence hrs rmproved rhe dar.r qualiry Lo lhe exlen! rhrt orh-
ers can fely on the forecasls for fi(t-based decrsron making'
Congratuhtons ro Prnos lnd rhe orher NovrrtrsTeam members
lnttl:tltr;tgt'tlttt'r(l]cI('|\||ll|(.ktlrlsltrltc()|l\c(t)ll(|.||.\(|.|t:l\(,tlfc(s\\i|lt|)i\clli|t)t!
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Via Nizza, 1 52 - 00198 RomaTel. +39/06/8/1555 1 Fax: +39/06/8411 850{57 j;'":.Efiail: [email protected] i! ll$Internet: www.medipragma.com "'.!sElll
FROM NFORIIATION IO (NOWIEDGT
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Dwt Co0len4tn,
So lhey did not like the forecest figure you gave them, and lheyasked what would happen ll they doubled the sales lorce andcut lhe advertising spend. Well, urhat they really wanled wasnot a lorocasl but a model!
Models are a scenario based torecasting melhod The lrme seneslorecasts we have discussed prove a sound estimate ot lhe salesetc. at a future pornt rn lime - assuming that the world remains rela-
tively constani However, lhe world may be due to change and themodel will assist you to estimale lhe ettects ol the change However.at the end ol the process you wrll not have a single number todefend, but a range of numbers each relating to a given sel oldittering assumptions.
There are many kinds ol models and we will look al lhe more com-mon as we muse our way down the catwalk The rules are ditlerenlfrom the generalion ol the time series lorecast and tirstly we willconsider these.
A model is a simplified version ol lhe real world The more complexlhe model becomes lhe less understandable it becomes. and muchis gained in lerms ol knowledge ol our markets lrom the develop'ment ol the understanding ol the workinq ol the model The modelmay be very small e g Sales Value=Unit x Price ll lhe units remarn
constant and the price changes the etfect can be seen on the SalesValue This simple equation carries some assumptions tor exam-ple the number ol unrts sold will not change wilh the pnce There is
no price elaslicity A model ol th is krnd rs easrly underslood. but onlya lew people direclly involved In lhe maintenance of the model wrll
undetstand a government economic model and many users of lheoutDul will be sceotical of the answers
It is imporlanl to understand that a model approxtmates real lrfe
through a series ol malhemalrcal equations Again simplicily assrststhe end user to understand the model, but il is also the duty ol ihemodel builder to ensure that lhe equations are lit lor lhe purposeThere may be a linear response between adverlising and sales overa reslncted period ol time Howevel, this response may not bedirect In all cases and there may be an Intenm period ol 'aware'
ness" e g. most people are ar,lare ol 3G phones but as yet Jew arepurchased Because awareness is measured as a percenlage otpopulalion it is not linear. lf we changed the sales equation lo SalesValue = awareness'pnce'units the result would be ol no use at allbecause of lhe non-linear (curved) component being activatedagarnsl the direcl relalronship between price and units in lhe lrrsl
equatron In lhrs case use '/rould have lo be made of srmultaneous
equalrons
Your model will be mathematical and lhe outpul wrll be a numberModels cannot be judgemenlalor apply gul feel However some mod-els can, and do. Include Fuzzy logic which approxrmale these etlecls
The mosl imporlant element ot lhe model is that the user controlsthe Inpul to lhe model. Therelore, lhe model has to be burlt In sucha way that the user can undersland the inputs requrred
Why should you model?The model allows you to test possible options without the need lora field experimenl. Thrs can greatly reduce the cost ol the finalexperimental work rt that rs eventually required For example rl weknow that 3 calls have lo be made on a doctor wilhin a srx monthpenod belore he wrllprescribe a product, a modelcan be developedthal consrders lhe possibilily of making lhose calls and lhe possiblenumbers of doctors who co'rld be seen This simple model will lhen
allow you 10 calculate the numbers ol representatives requrred. andassumrng a prescribrng rate what the resullanl sales wrll be In addr-tion you could vary each ol these assumplrons to develop an up anddown side vrew This modelwould be a classic planning tool but whenthe plan rs implemented il can also be used to monilor performances
You must bear in mind that lhe model will nol make decrsrons loryou lt can help clarity lhe decrs'on process and highiight areas lhatrequire lurther investigalion belore a decisron can be madeAlternalively it may also highlighl the key risk areas wilhrn a plan lt
is therelore cfltrcal thal clea. frrm obtectrves are set BEFORE build-ing the model commences The objectrve setlrng process MUSTwork back'/1/ards
1. Whal will be ihe oulput required and lor what purpose?Thrs wrll determrne the Inpul dala ll rs exlremely dif{rcull lo change a
model that has been burll lo cope wrth anolher purpose l{ you burld
a model lo rdenlify lhe share ol palrents lor a ne',r drug and specriythal price is not an rssue, lhe resullrng model may need to berebuilt il the eflecl ol pnce changes on palient numbers rs subse-quently requrred Such an error in the delinition olthe obiectives willresult In a model lhat does not meel the requrremenls andone \,vhich will over run the estimated cosls by a long l/Jay Expecllo spend several days on idenlilyrng the output requirements Indeeddrscussron In thrs area may take as long as the building ot the model
2 Whal will the user ne€d to conlrol?Here simplicity is essenhal Try to keep lhe vanable Input down toless lhan ten. prelerably six Computers pedorm massrve calcula-trons very qurckly but the human brarn soon begrns to loose lhe vrsu-alisation ol the rmpacl ol many changrng vanables Remember youneed 10 understand why lhe model rs p.oducrng a grven resull
However rt you kno,,{ lhat a grven element rs gorng lo be rmportanl
demand lhat il rs included in the rnodel but be oreoared to loseaccess lo somethrng lhat is unlikely to be subject to change
3 What lime lrame is reouired?This will have a brg impact on lhe desrgn ol lhe model A model thatrs looking al a srtuation only one year away wrll be burlt drtlerenlly toone lookrng oul over a 15 lo 20 year lrme period In lhe lormerchange in the envrronment wrll probably be small but large changesmay be required lor lhe latler
This may also mean lhat you have lo make use ol surrogales o.methods lhat simulate Informalron to drive lhe model
llavrng developed the obleclives Consrder the data requrred. lt maybe that some ol thrs has lo be gathered by ne,/r markel research.other dala may be held in-house bul in areas lhal the user ol lhemodel rs unaware When you have rdentrfred the data. you will under-stand lhe gaps thal need lo be lilled rncluding lhe gaps In knowledgeThrs may then require lurther refinemenl ol the obJeclives
Over ihe nexl three musings we wrll consrder drstnbutron models.eprdemrologtcal models and linally promotronal models
Regards.Terry HardyRadmoslerry @ radmos-lreeserve co uk
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There is still time to register for the conference and agency fair in Brussels -please register on-li ne at http://www.ephm ra.org
H ere the latest conference programme:
09 0O ' 18 00 Classrfrcatron Commrttee
10 30 - 17 00 NFC Committee
'10 OO ' 17 15 Segmentatton - How to Effectively
Target E Promole lo lhe Customer
10.oo - 18 00 Posrtioning Getting lt Righl
lnternet Resea.ch:
Pushing the Boundanes
Erecutrve Commrtlee
Slraleqrc SLrsrness Analys s Cornmrnee
Evening Free
10.00 - 17.30
t0 00 17 00
14 00 - 17_0009 00 13 00
0900-1800
09 00 17 00
1.1.00 - 17 0O PRM&T Cornmrttee
0900,1700
Posrtionrng Gettrng 't R,ght
Classif ication Commrttee
Database & System Commrltee
Medrcal Data Conrmrtlee
NFC Committee
Sales Data Commrnee
09.45 - 10 45 For Agency Members ol the
EphMFlA Foundation only
17 00 18 00 Jornt Meetrng ot Executive Commrttees
& Commrtlee Charrnan
EphMM Foundation . silo d. {er,o0s
12 15 - 12.30 EphMRA Foundatron PresentalionVenncatlon ot the Internel as a Besearch Tool . . a .
rF-',,, I f ': ir.,,!- . n,r
12 30 - 14.00 Lunch 'Sponso.ed by EphMRA , .: IFor EphMRAJPBIRG Members. Associale m€mbers and allpharmaceulrcal compan|es only - except by invitalion
08.30 - 08 45 EphMRA Presidents Feport
08.45 - 08 55 Address by PBIRG President
08.55 - 09 05 Acldress by PMRG Presrdent
09 05 - 09 20 Classificalion Committee Report
09 20 ' O9.3O Dalabase & Systems Committee Report
Og 30 ' 09.40 Medrcal Dala Committee Report
Og 40 ' 09.50 PRMET Committee Repon
09-50 - 10't0 AGM Delegate Coflee ',,,
10 10 - 10 35 Repons of the NFC, Sales Data and
Strategrc Busrness Analysrs Commrtlees
10 35 10 45 EphMRA Treasurer's Report & Vote
10 45 ' 1O.55 Drscharge of Executive Committee
Election of Olficers: Presrdeni &
14 0O - 14 15 Introduction ' Uwe Hohgrawe:'''';''].
Cha|.manr JuLe Buis - Aoquus Res€arch - UK
14 15 - 14.20 Charrman s Introductron - Juhe Buis
14.20 - 14 50 CRM: Managemenl fad or enabler ol success?Michael Thomas ' PWC Consultrng - UK
14.50 - 15 20 Al|ance Relatonshrp Management:Mak'n9 Alhances Work
Sluart Xliman Vantage Pa.tners ' USA
15.20 - 15 50 The Fulure ol Effectrve Communrcotron rn thePharmaceutrca Industry Lres wrth Global Brandrnq
Larry Lannino . LMEP USA
10.55 - 11.00
1100 1105
11.05 - 11 15
11 15 - 1215
lncomrng Presidenl s IVrce Presrdenl s Address
2003 AGM & Conlerence Announcement
EphMFlA Foundahon
Stalutes.rnd future role of EphMRA
15 50 - 16.10 0elegate Cottee
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IaNET WAGSTCR CONSULTANCY (JWC),otNs EPhtrtra FoUNDATIoN
'Wrth my consulqancy now 2 years old ind conunutng (o derelop rn tcrmsof skrJls. knowiedSe and experreocc rverlable to rhe Indusrry, r( now seems
aPProprrrte to lorn the Foundroon I beIeve rhar Markec Rese:rch expert-rte hds to be secured by harnessrng rhe appropriarc skrlls rnrernally andexternalll wrrhrn rn ortirnrsir(on and knowledte shared |5 knowledgegarned tlembershrp of rhe Foondacion wilL help to keep my consukan(y rn
step wrth rhe laresr 14irker Reseirrch exper!se. chereby enhincrng (he vilueol my consurtincy (o you
Enterrng my 3rd yerr rs a consuhan(. jWC con! nues to offer solutrons forboth Companrer nnd ABen<res Exrmples of supporc ava,lable ire: cusromersacidaction r rma8e / feasrbrlry irudres. mirker and comperrror ;lnalytlcalrevrews. evaluatron of secondary In{ormition needs, compeouve Intelllgencerev ews and the provrsron of secondary Intormet|on traintnt courtet'
JWC ofiers oblechvrty. flexrbrLr/ irnd irdapcabrliry, wirh rhe ibrLry (o fitl inyshortfrlls In /our resources on a proiecr-by-prolecr basrs An !nders(andingol thc role and value of l'lrrker Resecrch rn thc srrrcetrc deoston,making /
portlo|o rnrlysrs procesres ba5ed on a broad bese ter of skrlls The rbr|qto trrrn rnd corch less experienced rcrff
For more inlormi!oo, pleese conLac(: jinetwagsrer@aol (om
News from Martin Hamblin GfX Healthcare
llanin llambhn (ifX Inc hlr rcccntlv ap;xrinrcd SusanRosovikr as l)ircctor of thc companv s [,S l)()mcsticMlrkct Rcscarth arca Susan uill bc rcsponsiblc lirr rhisliltcs( initiirtivc. burltling on thc grorving hcahhcarc busi.ncss shich has lrruscd ()n thc I SA mlrkct:rsidc fnrnr thc(ilobal \rrrk conductcd br rhc rcst ol thc t SA bascd cxcc-utivrs and thc l:rryc l-on(lon base<i tclm 'l hc companv $illbc inycsting in morc staff to copc uith thc grouing irrr:rr ofpr(xlucts and s(jniccs cmcrging from rhe (;fK group andfrom cxtcrnal liccnsing opp()nunirics Susan has had ovcrl6 rcaru enpcriencc *orking in lhc t SA tt such lcadrngcompanics ils NPI) an(l (irecnlickl.On.l-inc in dcvekrpinglhc custom bascd rcselrch solutions across a raricn ofmlrkcr sccton Includins hcalthcare.
MH GIX Inc bat alto ,ecmrl! pmmo,ed Monl4ue Rtnnet and Jlla8lck,o Irrtetrutlonal Researcb Dire(tor status and Gust^toGunleri to Inrera4tlonal Researcb Mqruget (Storktlcs) at tbecompaa! s Connectlctn and Grufbn Mats oryatlons
The Healthcare group rn London recenlly acqurred rhe Pl"15l l,larkerresearch Sroup {rom ll45 rnd rhrs his expanded the companys servrcesoffered lo lhe UK Heahhclre bated companres The servrces n(lude rdver-osrnt truckLnt pfocedures Includine P1AR5. rhe rmportinr UK omnrbr.:s wrthCP!- GENERATOR as well as specrfic quslrraove reseitrch procedu,es Thecomprny s prrenr operroon GK also acqurrcd rhe Busrness Orvrsion ol 11.45
Herlth UK tnd lfeland whrch provrdes rervrces io rhe verenniry busrness
lrel The core feature of thc operrron rr the reti I panel that records dehihof virtually 100% of vecerrnary producrs pur(hated fronr rll compinresInvolved In ihrs mrrkct sector In the UK ind lrelrnd
Service News . Networked Pharma PharmaccuticalM&{ unsustainable - peerc musa work
together lo gain markct share
I)atilnl()nit(,r s latcst rrscarch initiIlir'c Ncnl()rkcd Pharmr:Inno\,Jtil( strJtcgics t() ()ycrc()mc intlusto mergrn (l(lcri()riti()nsho\\s thJt pharmaceutical R&t) and salcs pi(xluctivitr is dccliningl1lc in(lustru s prcfcrrcd sti.rrcg.v l() meintain gr()*Ih hrs fr(.cn tt,inv(st m()rc ln cuffcnt bu:iin(ss piJ(llccs, m()51 dr.rmatici h \'iaV&A l kr\rcrcr. l)atamoni(,( s :lnalrris ()[ rhc r(lati()nship b('tl'ccncompanf si7-c rnd p.rxluctivitY l0r all lcading compani€s suggcststhat Ihcft' !rc n(). or ncgligible. cconomics r)[ rcak in cithcr salcs ()r
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Personnef NewsOrtmonitor: John Ensip Jq H.PH. is rhe L€ed Anat$ of Drt' noniror!lmmune Disordc6 and Inflarhm.tion &lsinels UniL Prior to ioinihtDetamonilor, Hr Eniip val Senio. Analyst ar a leadin! phrftna-ceud(el indurtry ma*er reseerh firm and consuhancy. Mr. Ens@ was for-m€rt emplqyed
'n 6e <apecity of Reph@ry Counsel rn dre Ofr<e of the
Commissioner a! the U.S. Food and Drut Adminiss-etion. He wa5 aw.rded a l'laster of Public H.ahh dcgree fron dre University of NonhCarolina. Chapel Hill end a Juns Doclor-are from rhe New Enlhnd khoolof Law located in Eoston. Mrssachuets.
I{EDI.PRAGI{A STRENGTHENS INTERNANONAL OPERATIONSA! of APril 2002 D'lAndrea Farodipined Medr Pragma in dre InrernarionalDepiruhenr DrAndrce hrodiobb|ned. scientiffc degee (Molecular rndCellulrr tliology) from the Unrwriirt of Rome "b Sapienz.": h. his b.cn$.orking in the phermacelriol field since 1992 and over last four yean. has
b€en employ€d ar Pfizer lraty beint in chrrye lor the fotloi.it polirions:Clinical Trial Coordinator, Marlct Rerqrcher and Susiness DevelopmentProduct Manager. Andrea! deep knowledge and pofession lexperiencein rhree difierent rrea5 (Medical. Mrrtedng. Buriness Developmen() willcontribule to gtrengdEn funher the company! Interrutional Departmen(and develop high and srong relarjonship wrrh our Eurofcan Clients. MediPrrtma believes dur Andrea! professionel etp€nemes will be hdpful ob€cer underiqnd and <over the requesr end needs of ClienE. b€ing a
gtrong a55et for me€dn8 roral customer satisficrjon.
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Other agcncies ioining arc:
Arpo, Quality Medical Field, I+G Ni.irnberg,Jan Schipper Compagnie
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