Historically, the majority of pharmaceutical marketing research work has focused on the physician. To the extent that we have paid attention to the patient at all, we have focused on him/her as someone with a disease. Little or no attention has been paid by the pharmaceutical industry in particular, or the health care industry more generally, to understanding the population of people as people, and the similarities and differences among them.
As the doctor’s role in treating many conditions continues to shrink, we must develop a body of knowledge about the general population that is both broad and deep so we can understand with whom we are dealing as various situations arise. Against the backdrop of the consumer/patient stakeholder playing an increasingly important role in health care, this month’s published document for The Orange Pages discusses the influence of psychology, both normal and abnormal, in the conduct of health care marketing research with these groups as well as two mistakes health care companies commonly make in dealing with consumers/patients.
To download the complete November 2009 discussion Hellooo Out There, please click here.
NEW! Orange Pages archive now available. Click here to access PDFs of every Orange Pages issue dating back to 2006.
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 publish 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 Health Care Marketing Researcher”
that we hope will be read with interest and kept within reach for
ongoing reference.
The format is a 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.
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Pages binder, and get on our distribution list for monthly addendums,
please fill out the form below.
