Demand calibration: What's inside the black box?
The process of demand calibration of preference share (down-weighting) is often a proprietary "black box" technique, which can mean that the client is unsure how the calibrated figure has been reached.
Watch this webinar to discover how, by utilising a specialised quantitative solution, pharma market researchers can get a truer picture of likely product uptake and develop an in-depth understanding of the factors that will impact on potential demand. With the use of various case studies, we will demonstrate our rational and transparent approach to demand calibration which avoids simplistic rules of thumb and reliance on potentially misleading historical analogues. In addition, we will show you how the approach can be applied in market research studies in order to determine future demand for both existing and new products.
Mobile research taking us on the patient journey
Published in Pharmaphorum August 2013 By John Branston, Director
For many years, marketing teams focused on how to influence physician share of voice and did little more than pay lip service to the notion that patients were at the centre of the provision of healthcare. Now there is recognition that the success of many medications depends not only on the hard-won clinical advantage, but also on how patients negotiate key moments in their experience of their disease.
The Difficulties of Living with Depression Don't End with the Illness Itself
Mary Assimakopoulos, eyeforpharma 15th August 2013
This month Mary Assimakopoulos examines some of the insights gathered while surveying 2,000 patients suffering with this often misunderstood mental illness. On a flight back from the US a few weeks ago I watched the film Side Effects, a recently-released psychological thriller which takes a swipe at the medical profession, big pharma and the treatment of mental health. Manhattan psychiatrist Dr Jonathan Banks’ (Jude Law) world is turned upside down when a patient he treats with a new anti-depressive apparently kills her husband because of the side effects of her medication. Whilst an extreme dramatisation, the film does highlight some of the challenges the healthcare profession faces when treating depression. There is no one ideal treatment or solution - patients typically cycle through a range of prescriptive medicines and therapy until they find a treatment programme that works for them.In our market research study into depression, conducted amongst 2,000 patients in the USA, Germany and the UK, we undertook a latent class analysis which identified four patient segments. We titled these patient types Apprehensive Annie, Positive Paul, Get-on-with-it Greg and Resigned Rachel. Apprehensive Annie and Resigned Rachel formed the two largest patient segments – comprising 38% and 30% of the…