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  • Posted by Tim Robinson
  • September 1, 2009
  • Articles

Real-Time Market Tracking Eliminates Clinic-To-Client Delay

Real-Time Market Tracking Eliminates Clinic-To-Client Delay

In this bicentenary year of the publication of Charles Darwin’s seminal work on natural selection The Origin of Species’,Tim Robinson casts an eye over the changing face of tracking research in the pharmaceutical marketplace. He looks at the latest manifestation of tracking that is now available to brand managers and market researchers, and he asks - what developmental steps are next?

Tracking programs have always played a vital role in the marketing intelligence mix, and are a central element of any successful market research system. Tracking research can take a variety of forms, but ultimately the key performance indicators upon which they report provide the foundations that help guide marketing decision-making. Having a clear and consistent stream of independent market information is essential business practice for everybody involved in pharmaceutical marketing, from in-line product managers, in their task of shepherding their brand to greater success in a crowded marketplace, to new product launch managers, in refining their understanding of competitive propositions, brand opportunities and in crafting a compelling call-to- action. But I want to ask, “Where did tracking research begin and how has it adapted over time? What is the likely future evolu­ tion of this type of research and how will it change the face of market research?” The Evolutionary Journey... One of the earliest pioneers of medical tracking research was Florence Nightingale, whose work had a huge influence on healthcare reform in the late 19” and early 2O centuries. Using her background as a statistician, she began to gather methodical tracking data on her patients in a way that had never been done…

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