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We invite you to join the GfK U.S. Healthcare Companies June 25-27 in Barcelona at the European Pharmaceutical Marketing Research Association’s (EphMRA) Annual General Meeting. Taking inspiration from the cinematic industry, which has recreated itself in response to threats from online streaming, quicker DVD releases, cable networks, etc., this year’s conference, A Night at the Movies, will inspire attendees to help reposition the pharmaceutical marketing research industry and reevaluate its role in the business community.
On Friday, June 27, at 9:15 a.m., Richard B. Vanderveer, Ph.D., Group Chief Executive Officer, GfK U.S. Healthcare Companies, will provide a consciousness-raising exploration of the future of pharmaceutical marketing research with the following presentation:
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Given the massive changes on the horizon for the pharmaceutical industry, Dr. Vanderveer’s presentation will demonstrate the need for pharmaceutical marketing researchers to conduct “revolutionary research” in preparation for an “evolutionary pharmaceutical market.”
The presentation will explore the long-term macroview of the changes predicted to occur in the global marketplace by 2020 and, most relevant to the audience’s interests, examine the short-term microview of what can begin to be done today by pharmaceutical marketing researchers if they are to be prepared to provide guidance and direction when it is needed by pharmaceutical marketers working in the “new era” of pharmaceutical marketing.
Attendees will learn that two key forces are driving the anticipated massive changes in the pharmaceutical industry’s future. First, the rise of pharmaceutical marketing in the developing countries and second, significant issues with the current approach to pharmaceutical marketing in the developed countries.
To parallel these forces, Dr. Vanderveer will discuss two related but distinctly different research directions that will need to be pursued if marketing researchers working for pharmaceutical companies and the research agencies that service them are to provide meaningful direction for the future:
- The first research direction is to determine in the developed countries (typically defined as the United States, the G5 countries and Japan) which elements of pharmaceutical marketing work and which are superfluous or perhaps even deleterious. Based on such an analysis by marketing researchers, we would likely create a “Pharmaceutical Marketing 2.0” very different than the one employed today.
- The second metachallenge in pursuing revolutionary marketing research is to gain a far better understanding of health care delivery as it is practiced in developing countries and pharmaceutical marketing as it should be practiced in these countries. Although much talk has been heard in recent years about pharmaceutical marketing being global, we have limited most of our marketing research, and thus most of our understanding, to the developed countries, as defined above.
Attendees will leave Barcelona with the following takeaways from this presentation:
- An understanding of the major forces that are driving significant change in the global pharmaceutical marketplace
- The specifics of how these larger changes will impact the future of pharmaceutical marketing research
- An actionable list of what pharmaceutical marketing researchers can begin to do today to be prepared to provide guidance and meaningful direction when it is needed by pharmaceutical marketers working in the new era of pharmaceutical marketing (and thus, become a strategic partner)
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We encourage you to look at the full conference program and consider joining the GfK U.S. Healthcare Companies and hundreds of other industry colleagues at the EphMRA 2008 Annual General Meeting.
The EphMRA Annual General Meeting
June 25-27, 2008
Barcelona, Spain
Click here for the full conference agenda
Representing the GfK U.S. Healthcare Companies at EphMRA:
, Group CEO, GfK U.S. Healthcare Companies
, Group EVP, GfK U.S. Healthcare Companies
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Preparing for an Evolutionary Pharma Market: GfK’s Presentation at the 2008 EphMRA Conference, Friday, June 27
