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1. Introduction
2. Uncovering the physician's world
3. The world of the physician
4. Making the prescribing decision
5. Understanding the prescribing decision
6. Influencing the prescribing decision
7. The role of research
8. Secondary research
9. Quantitative research
10. Qualitative research
11. Understanding beliefs and motivations
12. Beliefs and motivations
13. Rational beliefs and motivations
14. Emotional beliefs and motivations
15. Exploring the emotional and psychological
16. Choosing the right vehicle
17. Choosing the right methodology
18. Approaches and techniques
19. Enabling, projective and creative techniques
20. Examples of techniques
21. Brand houses
22. Brand houses - examples of brand descriptions
23. Mood boards
24. Example of a mood board
25. Sentence completion
26. Examples of sentence completions
27. Brand twinning
28. Brand twinning - example
29. The role of internet research
30. Values attributed to certain ARBs
31. Relationship between values and attachment
32. Analysing and interpreting the information
33. Analysis vs. interpretation
34. The analysis process
35. The interpretation process
36. How can research help market brands
37. Brand models
38. Example of a brand model
39. The questions that lay behind the model
40. Factors of change
41. Can we do it better?
42. Shift market perceptions
43. Leverage market dynamics
44. Uncover unmet needs
45. Final thoughts
46. Thank you
47. References

Topics Covered

• The world of the physician and the role that research can play in uncovering this world
• Understanding the beliefs and motivations of the physician
• Approaches and techniques that help us explore the beliefs and motivations of physicians
• Analysis and interpretation of the information we gather
• Using our research to help market brands more effectively

Links

Series:

• Pharmaceutical Marketing

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on January 28, 2009