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| June 2007 | ||||||
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  The
Importance of Marketing Research That Deals With “Failure”
In this month’s published article for The Orange Pages, Richard B. Vanderveer, Ph.D., Group Chief Executive Officer of the GfK U.S. Healthcare Companies, examines the theories behind marketing guru Seth Godin’s latest book, “The Dip,” and applies the lessons learned to the world of pharmaceutical marketing research. You will recall Seth Godin as the noted author of such seminal works as “Permission Marketing” and “Purple Cow.” Godin’s latest principles, in brief, are designed to help us understand the part of marketing that no one wants to talk about: Failure, i.e., when things don’t feel like they’re going well and one has to decide “when to quit (and when to stick).” In the “The Dip,” Godin describes several scenarios one may encounter in marketing: First, “The Dip,” which is a temporary hurdle that needs  to
be gotten over to create a marketing success and leave the competition
behind. Second, “The Cul-de-Sac,” which
Godin says is a permanent downturn from which recovery is unlikely or
impossible. The third and final curve shape of a marketing endeavor
is “The Cliff,” where there is no dip in
the growth of the marketing venture, but rather continuous growth until
a sudden “tipping point,” to use Malcolm Gladwell’s
phrase, at which the product drops off precipitously. In making Godin’s writings relevant to the world of pharmaceutical marketing research, Dr. Vanderveer points to the role researchers can play in employing specific methodologies according to each of these three scenarios that ultimately can help internal clients decide when to redouble their efforts under these circumstances and when to simply walk away. To download the complete June 2007 discussion on marketing research that deals with failure, please click here.  Are
You Receiving The Orange Pages?
The monthly issue-based discussions that we publish in this newsletter can also be distributed to you in hardcopy format via a complimentary subscription-based resource we are publishing for our clients called The Orange Pages. The Orange Pages is intended to serve as a living, breathing resource of “Information, Education and Issues Exploration for Today’s Pharmaceutical Marketing Researcher” that we hope will be read with interest and kept within reach for ongoing reference. The format is a handy sized three-ring binder designed to hold packets of content that we will develop and distribute on a variety of topics. Content packets will come to you in an easy to identify (and appropriately colored) orange envelope and be delivered on a monthly basis. The materials will be three-hole punched for convenient one-click assembly into your binder.  If you would like to receive a complimentary copy of The Orange Pages binder, and get on our distribution list for monthly addendums, please fill out the form below. Want to learn more on this topic? Please contact:  |
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