Guidance for Getting
Global Research Right:
Practical Tips for the
Top International Markets
Medical Marketing & Media, June 2007

There’s more to conducting marketing research overseas than translating survey questions and hiring local moderators to do interviews. When product teams contemplate conducting marketing research in multiple countries, they should know some key issues before initiating a project. This includes understanding medical reimbursement systems (provides the context for understanding the level of access physicians and patients have to medications, as well as how much influence the system has on choices made by prescribers), treatment practices (ensures that the right respondents are recruited in each region) and how and at what pace the project-related logistics and tasks get accomplished in each country (allows for the management of expectations for what can be collected in each country and within what time frame).

Bart Weiner, President of GfK V2, and Brian Hull, President of GfK Strategic Marketing, recently co-authored an article on global marketing research for Medical Marketing & Media, which gives an excellent overview of these three categories of information for the top nine countries based on pharmaceutical revenues: the United States, the United Kingdom, France, Germany, Italy, Spain, Japan, Mexico and Brazil.

To download the article, Global Marketing Research, please click here.


Additionally, GfK V2 and GfK Strategic Marketing hosted a workshop on this same topic last month at the Pharmaceutical Business Intelligence and Research Group Annual Conference in Savannah, Ga., for a standing room-only audience of 80 people. Reviews from attendees lauded the workshop for its practicality, and we have already received several requests from clients to conduct this same workshop on-site for their departments. If you would be interested in arranging for this presentation to be given to your departmental colleagues, please contact Jessica Makovsky at jmakovsky@gfkushc.com.

To download a PDF of the presentation, please click here.


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