August 2007
	The Power of Integrated Physician/Patient Research: Convergent and Divergent Perspectives Free Educational Teleconference: September 12, 2:00 - 3:00 p.m. EST Save the Date! Register Now Do you have the complete picture of the converging – and diverging – perspectives of physicians and patients that influences point-of-care therapy choices in your product’s disease area? The point of care is the crossroads of a physician and patient’s individual experiences, perceptions and beliefs. The extent to which physician and patient have a shared understanding and agreement regarding therapy choice is the key to a pharmaceutical marketer’s success in acquiring and retaining a patient. GfK Market Measures will shed light on the issues and opportunities surrounding integrated physician-patient research as a means to more fully understand the complex interrelationship between physician and patient. Most importantly, we will explore the value of applying these insights to your marketing efforts. Using insights and data gleaned from the company’s integrated physician and patient primary market research studies across eight therapeutic categories, GfK Market Measures representatives will explore what physicians and patients report on three commonly shared dimensions of information and perspectives, which individually and collectively influence therapy choice: Attributes of Importance Comparing ratings of important attributes helps describe how physicians and patients agree or disagree on various drug benefits (efficacy) and costs (tolerability/safety/price). These integrated insights identify positioning opportunities and inform new product development or messaging strategies. Key Brand Perceptions and Experiences Differences or agreement on perceived strengths and weaknesses of key brands in the marketplace help define the elements of physician and patient loyalty. This information, together with “gaps” and priorities in symptom reporting, can greatly expand the understanding of unmet needs and offer insights into patient acquisition and retention. Reported Symptoms and Comorbidities The examination of connections and disconnects in physician-reported and patient-reported symptoms provides a richer understanding of the elements that define the condition. Factoring in comorbidities results in potentially different or competing priorities for treatment. These integrated insights identify market expansion opportunities and inform clinical trial design and multiple indication strategies. Convergent and Divergent Perspectives: The Power of Integrated Physician-Patient Research will feature highlights from GfK Market Measures’ integrated physician and patient primary market research studies across eight therapeutic categories: Alzheimer’s Asthma Contraceptives Depression/Anxiety Inflammatory Bowel Disease (IBD) Lipids Multiple Sclerosis Rheumatoid Arthritis Join us for this unique opportunity on Wednesday, September 12.