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 New Name, New Look - Same Great Content!
The New Year brings exciting changes for our
newsletter - a new name, Pipeline
(formally
Topline), and a new design incorporating
GfK's signature color orange. Despite these
changes, you will notice that our tagline, "News &
Views on Health Care Marketing Research," remains
the same. This shows our commitment to offering you
the same high-quality content you have come to
anticipate and expect from GfK Healthcare each
month - thought-provoking, issues-based articles
tailored specifically and exclusively for health care
marketing researchers.
Enjoy the inaugural issue of
Pipeline!
 Portrait of a Customer: Psychographic Profiling
By Rebekkah Carney, Associate Vice President,
and Michael Hessol, Associate Vice President
There may be a point in your career when you have the
opportunity to support a product that will expand your
company's portfolio to a new and fundamentally
different audience, often without being given the time,
budget or personnel to do things by the book. Finding
an efficient solution to understanding this new
audience is the key to your project's success.
Imagine the following scenarios, and you can
understand the challenge: Perhaps your team is
seeking to appeal to urologists in addition to the
oncologists they've served for years, or you've
discovered that the biologic you've taken to market
with rheumatologists has applications that would
support the needs of dermatologists and
gastroenterologists.
Personalized Medicine and Marketing Research
This month's published document for The Orange
Pages focuses on opportunities in
the area of personalized medicine, which targets
individualized treatment and care based on personal
and genetic variation instead of taking the currently
employed one-size-fits-all, hit- and- miss
approaches.
The module discusses a recently released
PricewaterhouseCoopers report on the topic, which
estimates that personalized medicine is currently a
$232 billion market that is expected to grow at about
11 percent a year. PricewaterhouseCoopers points
out that personalized medicine is an example of
disruptive innovation, in which many principles
we have held as universally true will become
obsolete and new principles will have to be developed
to replace them.
Did You Miss the Dcember Issue of Pipeline?
Click
here to read the issue, which
includes:
Pipeline
archive is available. Skim the
directory and select
articles you missed. Access subscriber
opt-in/comment form.
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 If You Thought 2009 Had Its Challenges, 2010 Will Add Some New Ones - and Plenty of Opportunity as Well Every year, PricewaterhouseCoopers produces an excellent report outlining the top health industry issues for the next 12 months. To be cute about it, the firm always numbers the issues based on the year's last two digits, so in 2009 it listed the top nine industry issues. This year's is the top 10. Such cute devices aside, these reports are excellent, free and readily downloadable in PDF format. Every health care marketing researcher should be an active consumer of this information source. Moreover, in 2010 you can expect that I will continue to use these reports as fodder on which to base articles and presentations commenting on the implications and applications to health care marketing research of these valuable insights...  Richard B. Vanderveer, Ph.D. CEO, GfK Healthcare   GfK Healthcare Researchers Featured in MM&M's Pipeline 2010  What are the promising drugs of 2010? Medical
Marketing & Media's "Pipeline" looks at
pharmaceutical products under development and
highlights 15 with the highest approval probability and
brightest commercial prospects in major categories
such as cardiovascular, infectious disease,
metabolic, rare disease and rheumatology.
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Contact | www.gfkhc.com |