Subject Index
 

This paper demonstrates the contribution of advanced qualitative research to the identification and exploration of non-rational responses and decision-making in the ethical and OTC fields of pharmaceu ...

In a survey among 500 chronically ill patients in Germany, three heterogeneous clusters could be identified: the actively informed; the uninformed disciples; and the critical deciders. The three clust ...

Visual imagery is a powerful tool for brand communication, going well beyond simply attracting attention to implanting ideas, changing ways of thinking, and reframing perceptions. This paper describes ...

Adalat, an ageing pharmaceutical brand, was struggling to keep its head above water in the fiercely competitive category of hypertension (high blood pressure). Knowing the reluctance of GPs to reveal ...

This case study relates the success of a campaign for Fybogel, a 30 year old brand manufactured by Reckitt Benckiser Healthcare, prescribed for a variety of fibre-related conditions, such as constipat ...

Zelnorm's first direct-to-consumer campaign for IBS-C successfully established the brand and overcame many consumer treatment barriers. DTC campaign objectives were to drive IBS-C sufferers into physi ...

UnitedHealthcare and GSD&M launched the 'It Just Makes Sense' campaign to position the brand as the innovative leader in health care coverage, bringing a practical, common sense approach to the indust ...

Heart Disease is Britain's biggest killer with one in four men and one in six women suffering from a fatal heart attack. Much work has been done by the Department of Health and heart charities such as ...

Since 1990 in New Zealand, and 1997 in the USA, legislation has controversially allowed brand owners to advertise prescription drugs direct to consumers (DTC), with advertising spends of approaching N ...

In the healthcare market pressures are beginning to force change, driven by two key influences. 1 . Prescription medicines in the same therapeutic classes are becoming more and more difficult to diffe ...

The paper presents a case study on a survey conducted online among 1,017 French GPs. The authors explain how this survey helped the client define its strategy to conquer its market by gaining a better ...

This paper presents the results of a qualitative research study among diabetic patients that identifies distinct patient clusters based on existing attitudes and prevalent mindsets. Based on subsequen ...

This Best Practice paper looks at the issues involved in advertising pharmaceuticals, especially to Western consumers. It covers OTC (over the counter) activity for non-prescribed drugs, and DTC (dir ...

Schizophrenia is a devastating condition affecting approximately 1.5% of Australians. It is characterised by what are known as positive symptoms (feelings of being controlled by outside forces, delus ...

The sustained success of the PROPECIA Rally of New Zealand sponsorship has resulted in PROPECIA dominating the hair loss market in New Zealand. This is despite a number of challenges PROPECIA faces - ...

The study traces the fortunes of this hospital from the time of its dominance to a worrying decline in the late 1990s. A tracking study showed a significant decline in brand preference ranking. The ...

This paper describes an independent study which examined the rate of return on investment for four of the most frequently used promotional tactics in the pharmaceutical industry. The areas covered we ...

In this regular report from Washington, Jaffe considers the arguments for and against pharmaceutical drug advertising in the USA - and the threats facing the fast-food industry.

Although the use of market segmentation analysis is standard research practice in the United States and Europe, many researchers experience difficulty when applying the same methodology to research in ...

This paper addresses the need for an in-depth understanding of medical practitioners and the different profiles that can be detected among them. We will also see how we can get in touch with the deepe ...

This paper will review the segmentation, classification and targeting of doctors within the context of overall promotional activity in the Middle East. Using Saudi Arabia as a specific example, it wil ...

This paper demonstrates how accounting for respondent heterogeneity can improve marketing effectiveness in the healthcare sector. Three specific techniques, Latent Class Analysis, Hierarchical Bayesia ...

The authors of this paper argue that the need to segment markets in the healthcare business has never been greater. In their constant struggle to find new, more powerful sales and marketing techniques ...

In 2002, GlaxoSmithKline was faced with the threat of losing almost $5 million dollars in sales when they had to discontinue Becotide/Becloforte, due to an international agreement to phase out CFC con ...

This paper describes a case study designed to demonstrate the feasibility of building a linked decision model based on the implications of distributed decision-making in healthcare, and thus to provid ...

Combining quantitative and qualitative research, this study, undertaken by MORI amongst NHS staff in East Kent (UK), explored experiences of, and attitudes to, working in an NHS Trust, the communicati ...

This case study describes a relaunch of Zyban, a prescription medicine to help smokers to give up. The campaign was designed to reverse the decline in the brand's fortunes which was due to competitiv ...

This campaign for a anti-high cholesterol brand required a quick launch to overcome consumer cynicism associated with the need to change brand. Other objectives were to communicate effectively with p ...

In spite of high awareness of Viagra sufferers from erection problemshave been reluctant to seek help. Added difficulties included lack of screening by doctors and the heavy regulation of advertising ...

Using data collected in the springs of 1999 and 2000 from a standardized survey of over 18,000 respondents across the United States, a prospective model of health plan customer loyalty was developed. ...