Genzyme
Corporation, USA

Chairs: Alex West - P\S\L Research Europe, UK and Beatrice Redi - Schering-Plough, Italy

This paper demonstrates how web-conference focus groups can be consistently applied globally across a variety of different patient segments and can provide high quality patient input where traditional focus groups are impractical - e.g. widely dispersed population or rare diseases. The outcome of the provided insights that would have been costly and impractical to conduct in other ways and has enhanced the value of market research procedures to Genzyme.

PDD Group Ltd, UK

Chairs: Sarah Phillips - Ipsos Health Division, UK and Eric Robillard - GfK HealthCare, France

Through a number of case studies using qualitative research techniques, this paper shows how a patient focused approach offers fresh insights and breeds innovative solutions to drug device development.

Chairs: Bernd Heinrichs - Gruenenthal, Germany and Gerald Wackert - TNS, Germany

Through a workshop style presentation, this paper showcases the knowledge and insights that ethnography can offer and how it can be used throughout the research mix to really understand not only what patients do but the drivers and context of ‘why?’ It will illustrate how such work can shed a different perspective and provide alternative insights to certain marketing problems.

SKIM sa, Switzerland

Chairs: Bernd Heinrichs - Gruenenthal, Germany and Gerald Wackert - TNS, Germany

This paper presents how formulary committee research aims to understand the key drivers for formulary acceptance and therefore enables pharmaceutical companies to develop effective marketing strategies and secure its ROI.

The Research
Partnership, Singapore

Chairs: Rob Haynes - Schering -Plough, USA and Matthias Weber - Solvay, Germany

Can companies grow the total market not just improve market share in emerging markets? Marc will demonstrate how market research can gain maximum credibility amongst the medical community; how you can manage and engage and examine the views of multiple stakeholders; how to ensure the necessary rigour in survey design and execution across 7 Asian markets (using results from a completed study). The paper will explain what needs to be done to ensure that the study findings have the maximum impact on all multi-level audiences

Holden Pearmain, UK

Chairs: Sarah Phillips - Ipsos Health Division, UK and Eric Robillard - GfK HealthCare, France

To researchers with a background in consumer research, working in the pharmaceuticals sector can be a daunting prospect. This reflects the complex and specialist nature of pharmaceutical products and markets, as well as the weighty subject matter and high level of regulation when contrasted with consumer products. Yet it can be a surprise to then discover that pharmaceutical researchers are often concerned that the methods they use may lack the sophistication of those developed in consumer sectors, and the research methods that one might consider suitable only for consumer markets have relevance to pharmaceutical markets.