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 Resisting Persuasion in the Context of
War Gaming Methodology 
Much from the research on resistance to persuasion
has applicability to marketing. These findings are
especially relevant when a product is facing
competition - to better help understand how to protect
against persuasion attempts by a competitor.
Qualitative war gaming methodology is used in a
number of situations to develop persuasive
messages and resistance against persuasion
attempts by the opposition.
Applications of findings from persuasion resistance
research to the war gaming methodology are explored
in an article written for the Journal of Medical
Marketing by Donna Kelly, Ph.D., Executive Vice
President, and Michael D'Aust Garcia, Senior Vice
President, GfK Healthcare.
 Build It and They May Come
To be efficient marketing researchers in today's
environment, we need to multipurpose virtually
everything we do. And to do this, we must build a
centralized knowledgebase to which all appropriate
personnel have user-friendly access.
The idea for this month's Orange Pages came
from an associate at a major pharmaceutical
company who has been studying centralized
bases of marketing research information within drug
companies. Having seen such knowledgebases
assembled with great effort, she observed that little
use was made of them and wondered if there were
any golden rules for getting people to use this
information once collected.
An At-a-Glance Overview of The Emerging BRIC Nations
By Steve O'Hara, Executive Vice President, and
Yoko Okamoto, Vice President
If you follow the money and the leading health care
marketers, the path will almost certainly take you
beyond the domestic marketplace. It's the next logical
step toward innovation in an economy that rewards
only the most
resourceful business minds.
For leveraging your brand, the BRIC nations (Brazil,
Russia, India and China) present a new horizon of
possibilities. This article provides
insights from GfK Healthcare's recent webcast on the
topic.
Did You Miss the September Issue of Topline?
Click
here to read the issue, which
includes:
Topline
archive is available. Skim the
directory and select
articles you missed. Access subscriber
opt-in/comment form.
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October 2009
 Health Care Reform and the Health Care Marketing Researcher I was on an airplane in mid-September, returning from a client visit, on the evening when President Obama delivered his long-awaited speech to Congress and the nation on what he had in mind for health care reform. Thanks to the wonders of YouTube, I was able to catch up with the whole speech the next day, and was bowled over by its implications for what it is that you and I do for a living. While acknowledging to some chuckling from the audience that there were some "details" yet to be worked out (I'm not even going to get anywhere near the "You lie" controversy), the president clearly laid out several key elements of his health care vision. First and by far the most familiar was the vision that everyone will be able to obtain health care coverage. Pre-existing conditions and other considerations will not be allowed to block such coverage. Second, to assuage the concerns of many who were responding to the image of a government-run, autocratic health care system, he assured the TV audience that no one would be forced to change doctors or lose coverage they already had in place. Finally, he proffered that the new program would not increase the federal deficit. This speech, as well as many subsequent news reports and articles, make it clear that the conceptualization and execution of health care reform will be far from as straight forward as many believed. Originally, the average person's understanding of Mr. Obama's plan was to impose additional taxation on those making significant incomes, and use this money to fund a national program of health insurance...  Richard B. Vanderveer, Ph.D. CEO, GfK Healthcare   |
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