Welcome to Rapport, containing tips, truths, news and views, blogs, tweets, articles and films covering a range of topics currently affecting Research Partnership and the pharma market research world.

Using Immersion Techniques To Get Closer To The Customer

Using Immersion Techniques To Get Closer To The Customer

Published in PBIRG Perspective, November 2011 By Marc Yates, Director Asia Pacific

Companies who want to be successful in the 21st century know that they cannot rely on the old adage that “a good product will sell itself”. To ensure sustainable growth, companies are increasingly focusing on their customer’s needs and organising their resources to be more customer-centric, which means putting the customer at the heart of the organisation. This approach has been successfully implemented by many leading FMCG companies. However, adopting a customer centric approach is not easy to accomplish. It requires a complete shift in corporate culture and structure—moving away from traditional departmental roles and silos, where sales are left to sales, product development is left to R&D, and the brand is owned by marketing, to one which makes the customer the focus of the entire company—its goals, strategies and activities. The first step to achieving customer-centricity is to have a deep understanding of the customer and the best way to do that is via market research. The question is how can we use market research to achieve the customer-centricity that will improve satisfaction and loyalty amongst existing customers and attract new ones? The pharma industry is developing a more customerorientated focus with many companies developing sophisticated database systems and…

read more »

Diabetes in China

Diabetes in China

Published in PME, August 2011 By Marc Yates, Director, and Julie Denny, Director

Study investigated patients’ attitudes and practices in managing their disease to provide greater insight into this escalating problem ChallengesCurrent statistics indicate that over 43 million people in China have been diagnosed with type 2 diabetes and that figure is set to continue to rise with the increased urbanisation of the country and the adoption of more Western lifestyles. This means that China is a huge growth market for diabetes brand owners. With no formal referral process, patients are free to see whichever doctor they choose, as long as they can afford it, which results in lots of doctor-hopping and selection based on word-of-mouth. Hospitals rely on revenue generated by patients, many of whom pay a proportion of their consultation and treatment costs, so patients are looking for an effective treatment at a price they can afford. The problem for the pharmaceutical industry was to uncover greater understanding of Chinese patients. SolutionThe research study ‘Living with Diabetes’ was carried out by The Research Partnership in response to this need. Unlike many research studies, where the doctor provides information using patient medical forms, this study aimed to get a direct understanding of patients’ attitudes, behaviours, thoughts and feelings towards living with their…

read more »

  • Posted by Katrina Johnson
  • August 15, 2011
  • Articles

Patients with Rheumatoid Arthritis wait 18 months before going to see their doctor and 7 years to be treated with a biologic

Published in PharmaLive, August 2011 By Katrina Johnson, Director

Patients with Rheumatoid Arthritis wait 18 months before going to see their doctor and 7 years to be treated with a biologic A new research study published today reveals that patients wait 18 months after first experiencing any symptoms of Rheumatoid Arthritis (RA) before going to see their doctor. The study, which was carried out online amongst over 2,200 sufferers with moderate to severe RA from the US and 5 EU countries, also reveals that patients who have been diagnosed with RA wait an average of 7 years before their doctor starts treating them with a biologic. This is despite findings that show patients who are on a biologic treatment are happier with how their illness is being controlled, report a reduction in the severity of their symptoms, are better educated about RA and enjoy a better relationship with their doctor. Findings from the research suggest that pharmaceutical marketers working with RA brands need to do more to persuade doctors to move patients more quickly onto a biologic to improve satisfaction and prevent their condition worsening. Over half of patients (55%) not on a biologic have not discussed this option with their doctor. One in four (26%) patients with RA…

read more »

  • Posted by Julie Denny
  • August 8, 2011
  • Articles

RA patients "wait seven years before getting biologics"

RA patients "wait seven years before getting biologics"

Pharma Times Online, August 2011 By Julie Denny, Director

Patients wait 18 months after first experiencing any symptoms of rheumatoid arthritis (RA) before going to see their doctor, and they wait an average of seven years before their doctor starts treating with them a biologic drug, says a new study.This is despite findings which show that patients who are being treated with a biologic are happier about how their illness is being controlled, report a reduction in the severity of their symptoms, are better educated about RA and enjoy a better relationship with their doctor, according to the researchers.The study, which was carried out online amongst over 2,200 people in the US and five European Union (EU) nations who are suffering from moderate to severe RA, discovered that 55% of patients who are not being treated with a biologic had not discussed this option with their doctor. Moreover, 26% of the patients were found to have a related autoimmune disease such as psoriasis or irritable bowel syndrome (IBD), which could also be effectively treated with a biologic to reduce symptoms and slow progression, according to the report, which is published by global pharmaceutical research agency The Research Partnership.Related LinksBiosimilars: physicians cite concerns over supporting data Alternative biologics set to…

read more »

  • Posted by John Branston
  • June 13, 2011
  • Articles

Diabetes Insights

Diabetes Insights

Published in Pharmaceutical Marketing Europe, June 2011 By Julie Denny and John Branston, Directors

Studying the attitudes and experiences of patients living with diabetes in different countries can be invaluable to guide effective communication plans. With access to an ever-increasing plethora of sources, ranging from friends and family to charitable organisations and numerous online resources from websites to online forums and communities, consumers are becoming increasingly knowledgeable about their illness and treatment options. Therefore, pharma marketers should be paying more attention to the voice of the patient. Proposals for patients to have better access to high quality information on prescription medicines have been received favourably by the European Parliament, so it is likely that pharmaceutical companies will need to ensure that they are giving patients access to accurate, clear and unbiased information, which also resonates and engages with their audience. In Asia, where patients often have to fund at least a proportion of their treatment, positive perception of the brand is critical. A better understanding of patients is therefore essential in order to communicate with them effectively. Living with diabetesPatient research can offer greater insight than data gathered by physicians using patient medical forms, as has been found in our own studies, which seek to understand patients’ attitudes, behaviours, thoughts and feelings towards living…

read more »