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2. Pricing, reimbursement and market access issues in the United States and Europe
- Mr. Lee Blansett
- Mr. Walter Colasante
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3. Pricing in the pharmaceutical industry
- Dr. E. Mick Kolassa
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4. Understanding the physician
- Mr. Mike Owen
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5. The future of branding within the pharmaceutical industry
- Mr. Giles D. Moss
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6. The evolution and role of continuous medical education (CME)
- Ms. Barbara Macelloni
- Archived Lectures *These may not cover the latest advances in the field
Printable Handouts
Navigable Slide Index
- Introduction
- Uncovering the physician's world
- The world of the physician
- Making the prescribing decision
- Understanding the prescribing decision
- Influencing the prescribing decision
- The role of research
- Secondary research
- Quantitative research
- Qualitative research
- Understanding beliefs and motivations
- Beliefs and motivations
- Rational beliefs and motivations
- Emotional beliefs and motivations
- Exploring the emotional and psychological
- Choosing the right vehicle
- Choosing the right methodology
- Approaches and techniques
- Enabling, projective and creative techniques
- Examples of techniques
- Brand houses
- Brand houses - examples of brand descriptions
- Mood boards
- Example of a mood board
- Sentence completion
- Examples of sentence completions
- Brand twinning
- Brand twinning - example
- The role of internet research
- Values attributed to certain ARBs
- Relationship between values and attachment
- Analysing and interpreting the information
- Analysis vs. interpretation
- The analysis process
- The interpretation process
- How can research help market brands
- Brand models
- Example of a brand model
- The questions that lay behind the model
- Factors of change
- Can we do it better?
- Shift market perceptions
- Leverage market dynamics
- Uncover unmet needs
- Final thoughts
- Thank you
- 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
Talk Citation
Owen, M. (2009, January 28). Understanding the physician [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved October 7, 2024, from https://doi.org/10.69645/GWQU3087.Export Citation (RIS)