The use of combined conjoint approaches to improve market share predictions

Beverley Henry, Gustavo Gurrieri and Allan Bowditch

Within the pharmaceutical prescription sector, just like many other markets, maintaining competitive advantage has become increasingly difficult.
  

The Use Of Combined Conjoint Approaches To Improve Market Share Predictions

Allan Bowditch Gustavo GurrieriandBeverley HenryMartin Hamblin GfK

Background

Given the everincreasing pressure on pharmaceutical companies to provide an attractive return on investment to shareholders, the higher costs involved in bringing a product to market (estimated to be in the region of $800 million), and increased downward pressure on prices, there is a greater need to prioritise the potential offered by a range of new product opportunities. New product opportunities arise from:

  • A company's own research and development (R&D) efforts
  • Inlicensing opportunities
  • Joint marketing...

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