May 2009

GfK Healthcare Showcases
Innovation at the 2009
PBIRG Conference, May 17-20

We invite you to join GfK Healthcare May 17-20 in Phoenix at The Pharmaceutical Business Intelligence Research Group’s (PBIRG) Annual General Meeting. In line with the conference theme Innovation, GfK Healthcare will showcase its position as an industry leader and talent for staying ahead of the curve by unveiling four new exciting products to meet client needs. Stop by Booth 35 to learn more!

In addition, at 2 p.m., Sunday, May 17, John Fracek, Associate Vice President, GfK Healthcare, will discuss how to incorporate innovation in marketing research during these challenging times in the following workshop:
Uncovering Unmet Needs

Innovation remains the key to the growth of the pharmaceutical industry. But in these uncertain times - when resources are limited, expectations high and business climates unsettled - innovation must be driven by real needs in the market. True innovation will require us as marketing researchers to help clients identify needs that may not be so obvious.

Mr. Fracek's presentation will show PBIRG attendees how to combine an array of methodologies to uncover unique needs and help their clients identify where to focus their limited development resources. Some methodologies that will be discussed, specific to uncovering unmet needs, include:

ETHNOGRAPHY-INFORMED RESEARCH

  • How does your product impact a patient's life?
  • What other members of the patient's social network impacts adherence and success of treatment?
  • What are the issues in patient-physician contacts that work positively and negatively on treatment success?
NEEDS-FOCUSED KOL INTERVIEWS

  • Rather than beginning with KOLs, whose points of view have defined the current needs to meet, develop the list of unmet needs and hypothetical solutions "down the food chain"
  • Then, consult "upwards" with treating physicians and KOLs to brainstorm solution refinement and implementation
EMOTIONAL ELEMENTS RESEARCH

Using projective techniques to identify needs or perceptions not identified during a conversational interview.

  • Using projective techniques to identify needs or perceptions not identified during a conversational interview
  • Patient research to uncover barriers to compliance and effective treatment
  • Physician research to understand the emotional elements surrounding brands and prescribing dynamics


GfK Healthcare will also participate in the PBIRG Poster Showcase, which is an opportunity to share best practices, innovative techniques, methodologies and business insights. Stop by to meet company representatives who will discuss the following:


Poster Showcase
May 17 and 18

Topics Presented:

  • Getting Full Value from Perceptual Mapping
  • New Tools for Pricing Research in Pharmaceutical Markets


We encourage you to take a look at the full conference program for PBIRG and consider joining GfK Healthcare and hundreds of other industry colleagues at this year’s conference.



The PBIRG Annual General Meeting
May 17-20, 2009
Phoenix, AZ
Click here for the full conference agenda



Representing GfK Healthcare at PBIRG:
 
Barry Zimmerman, President & Chief Operating Officer
Dan Fitzgerald, Chief Financial Officer
Jeff Cartwright-Smith, Ph.D., Senior Vice President
John Kane, Senior Vice President
John Fracek, Associate Vice President
Brad Guerreiro, Associate Vice President
Yoko Okamoto, Vice President
 


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