Marketing Research: Uncovering Opportunities in a Constrained Environment

By Bart Weiner, Group Chief Operating Officer,
GfK U.S. Healthcare Companies

Many might think the glass is half empty when it comes to getting ahead in today’s pharmaceutical environment. It’s not a rosy picture when you combine slower R&D productivity with the impending “generic cliff,” on top of job cuts and tightened marketing budgets.

Despite these significant challenges, however, all hope is not lost. In an interview published in Next-Generation Pharmaceutical, Bart Weiner, Group Chief Operating Officer of the GfK U.S. Healthcare Companies, shares his “glass is half full” view on how pharmaceutical clients can benefit during these tough times by incorporating creative marketing research into their plans. More specifically, Mr. Weiner provides clear examples of how clients can stretch research budgets to do more with less (via preferred provider and agency of record arrangements, better use of syndicated research, etc.); how they can uncover opportunities in crowded markets by identifying unexplored avenues and using nontraditional research tools; and finally, how marketing research can best support organizations that have fewer sales representatives delivering the message.

To download the interview on how pharmaceutical companies can gain a more optimistic view and uncover opportunities in a constrained environment, click here.


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