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It’s September and that means “back to school” –
even for us marketing researchers! Get a jump-start on your knowledge-building
plans for the coming year by attending the fall educational offerings
of the Pharmaceutical Business Intelligence and Research Group (PBIRG)
and the Pharmaceutical Marketing Research Group (PMRG) – both
occurring this month. Details on GfK’s workshop offerings at these
events and links to the full conference agendas follow below.
If you can’t attend PBIRG or PMRG but are interested in these
topics – or potentially a more comprehensive, tailored training
program for your marketing research department – we encourage
you to get in touch with us. We work with clients to develop an internal
training curriculum that best meets their department’s specific
needs. Typically, this takes place as regularly scheduled on-site (client
facility) "lunch and learns” or full day off-site (remote
location) training and group exercises. We can conduct training in virtually
any area of research in which our clients have an interest or need,
including knowledge sharing on specific research methodologies and therapeutic
areas as well as larger issues exploration and consciousness-raising
topics.
For further information, please contact Bart Weiner, Group Chief Operating
Officer of the GfK U.S. Healthcare Companies, at 215.283.3200 x363 or
bweiner@gfkushc.com.
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Fall Education Workshop Series
Sept. 10, 2007
Bridgewater, N.J.
Click
here for the full conference agenda
Presented by: Bart Weiner, President, GfK V2, and Marite Talbergs,
Senior
Vice President, GfK Strategic Marketing
Monday, Sept. 10
1:00-3:00 p.m.
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, which 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, which ensures that the
right respondents are recruited in each region.
- How and at what pace the project-related logistics
and tasks get accomplished in each country, which allows
for the management of expectations for what can be collected
in each country and within what time frame.
In this workshop, Bart Weiner, President of GfK V2, and Marite Talbergs,
Senior Vice President of GfK Strategic Marketing, will present details
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.
If you missed this highly acclaimed workshop at the 2007 PBIRG annual
general meeting, you now have a second opportunity to attend!
Presented by: Raj Kuchibhatla, Director of Sales Force Effectiveness,
GfK Market Measures
PBIRG Networking Reception
Monday, Sept. 10
6:00-6:30 p.m.
During these dynamic times, it is especially important to understand
that success is defined by strategically understanding the needs
of your customers and making efficient decisions to effectively
meet those needs. Learn which key selling attributes are most desired
among healthcare professionals and pharmaceutical sales professionals.
Are they in sync? What are the disconnects? GfK Market Measures
will discuss the results of its research to provide those answers
and look into what we have in store for this year’s Sales
Force Effectiveness Study.
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The First Annual PMRG Institute
Sept. 16-18, 2007
Philadelphia, Pa.
Click
here for the full conference agenda
Presented by: Bart Weiner, President, GfK V2, and Andrea
Alfonsi, Senior
Vice President, GfK V2
Tuesday, Sept. 18
8:30 – 9:45 a.m.
Physicians and patients alike often make brand choice decisions
based on emotions or subconscious needs in addition to their consideration
of rational product features. Thus, marketers need to tap into the
emotional aspects of brand choice (and opportunity for new brands)
to make a brand stick in the minds of a physician or patient.
One key marketing research methodology that can be used as an effective
means to uncover underlying emotions and subconscious needs driving
decisions is Emotional Drivers and Barriers Research. This type
of qualitative research is designed to peel back the layers to identify
the emotional context of the treatment decisions made in the physician
office to identify and further understand the emotional barriers
to products they use less frequently and/or the emotional drivers
that connect them to the brands they use more frequently. Once these
drivers and barriers are fully understood, the brand team can take
appropriate action in addressing them by incorporating these findings
into the positioning and messaging creative development process.
This process works for new and existing brands.
In this interactive workshop, attendees will learn the fundamentals
and engage in a hands-on application of several projective research
techniques commonly used in Emotional Drivers and Barriers Research,
including:
- Character associations
- Color test
- Role playing
- Psychodrawings
- Benefit laddering
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Back to School: September Sessions Start With GfK at PBIRG and PMRG
and Continue With Tailored Training Programs
