In these times when there have been frequent
announcements in the media about economic
problems across the world, it would be easy
to feel gloomy and wonder where our industry
is heading.
Yes, times might be tough - but there are always
opportunities: If we focus on sharpening our tools, honing
our skills and adapting to our changing business climate,
we can significantly improve the insights and guidance we
offer our customers.
Against this backdrop, EphMRA is holding the 2010
Conference in Berlin.
At the geographical center of a growing Europe, Berlin
is the gateway between East and West. As the capital
of Germany, it is highly dynamic, cosmopolitan and
creative, allowing for every kind of lifestyle, offering many
opportunities just waiting to be seized. Business, science and research are tightly interwoven into its’ day-to-day fabric. Numerous small companies with a wealth of
creative energy offer a creative and innovative environment
from which the “bigger players” can benefit. Given the
innovations and dynamic changes which have shaped the
Pharmaceutical Industry and its supporting companies,
Berlin provides an appropriate setting to look to the future
in a positive way.
While the city has undergone possibly more change to its
economy and political infrastructure than most European
cities in recent times, it has emerged as a vibrant, exciting,
energising and “cutting edge” place to be.
“Berliners” have adjusted to the dramatic events of the past,
in particular, the fall of the Berlin wall in 1989 just 20 years
ago by re examining the needs and aspirations of its
citizens, developing and executing a well designed, forward
looking strategic plan, and encouraging entrepreneurial flare.
The Pharmaceutical Industry itself needs to adjust to the
significant political change that lies ahead in the world’s
largest market, the USA. With the Democrats committed
to reshaping the way healthcare is provided to millions of
Americans, while at the same time aiming to reduce the overall cost of healthcare, many believe the “knock-on”
effect will be to squeeze company profits and increase
the amount of generic prescribing. This change comes at
a time when more and more people, both physicians and
the public at large, are becoming disillusioned, even hostile
towards our industry. This is not a good scenario within
which to “win friends and influence our customers”: Market
research must become more proactive and help to set out
a framework for minimising the impact of these issues as
we go forward.
As market researchers we need to think ahead and help
management focus on opportunities to offset the impact
of future developments. We have to closely monitor our
market environment and help plan the industry’s need
to change, not just in the USA but worldwide, in order to
remain “one step ahead”.
With all these issues needing to be considered the 2010
Conference will focus on four main areas:
- How can we adapt to survive and meet the challenges which lie ahead - who will make them?
- How can market research help identify the right target
customers in this changing landscape?
- Pushing the boundaries and experimenting with new
methods and approaches, challenging ‘why we do it
this way’.
- Will there still be a place for traditional methods of data
gathering such as face to face interviewing? What will
its role be given the online forums, social networking
and online interaction arenas.
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