Perspectives on Pharmaceutical Marketing Research

Crafting Effective Ads With Marketing Research, Medical Marketing & Media, March 2008

Noah Pines, Executive Vice President of GfK V2 and Cathy Su, Senior Manager, Market Research at Gilead Sciences, look at marketing research techniques that help evolve visual executions, resulting in truly effective ads.  more >>

Choice Modeling: A Pharmaceutical Marketer's Crystal Ball for Predicting Marketplace Behavior, Product Management Today, January 2008

Bart Weiner, President of GfK V2, and Shiv Raman, M.A., M.B.A., GfK V2's Chief Marketing Scientist, discuss how the key principles underlying choice modeling can be harnessed and used as a “crystal ball” to make predictions and answer a host of questions for pharmaceutical marketers.  more >>

Marketing Research: Uncovering Opportunities in a Constrained Environment, Next Generation Pharma, December 2007

Bart Weiner, President of GfK V2 and Group COO of the GfK U.S. Healthcare Companies, highlights how, despite tight budgets and crowded markets, creative marketing research can help manufacturers gain leverage.  more >>

Revolutionary Marketing Research for an Evolutionary Pharmaceutical Market, Next Generation Pharma, September 2007

Richard B. Vanderveer, Ph.D., Group CEO of the GfK U.S. Healthcare Companies, explains his Pharmaceutical Marketing 2.0 concept and his vision for the future of marketing research in the pharmaceutical industry.  more >>

Best Practices for Conducting Global Marketing Research, Medical Marketing & Media, June 2007

Bart Weiner, President of GfK V2, and Brian Hull, President of GfK Strategic Marketing, share a valuable primer with practical tips and useful hints for conducting global pharmaceutical marketing reasearch in the Top 9 markets.  more >>

Enlightened by a Luminary: An Interview with Richard B. Vanderveer, Ph.D., PBIRG Perspective, April 2007

Richard B. Vanderveer, Ph.D., Group CEO of the GfK U.S. Healthcare Companies, was recently invited by PBIRG to share his thoughts as a veteran pharmaceutical marketing researcher in this Q&A format interview.  more >>

Ethnographic Research: A Day in the Life of Your Customer, Medical Marketing & Media, March 2007

This article explores the application of ethnographic methods to pharmaceutical marketing research and outlines a number of ideal scenarios where product teams can benefit from the ethnographic edge.  more >>

Hepatology: An Important New Frontier in Pharmaceutical Development, Product Management Today, February 2007

Noah M. Pines, GfK V2 Executive Vice President and Viral Diseases Expert, discusses key trends, unmet therapeutic needs and investigational drug candidates in development for hepatitis C and hepatitis B and nonalcoholic fatty liver disease.  more >>

Customer-Driven Positioning: The Next-Generation Approach to Pharmaceutical Product Positioning, The Journal of Medical Marketing, Vol. 7 2007

Noah M. Pines, GfK V2 Executive Vice President, outlines a new approach to brand messaging research that more closely reflects the process by which physicians truly want to engage and learn about a new pharmaceutical product.  more >>

Delivering New Insights by Studying the Patient's Symptom Presentation, Product Management Today, November 2006

This article outlines a unique pharmaceutical marketing research methodology, called patient experience or treatment mapping, through which product teams can gain key insights into the market to provide the depth of knowledge needed to proceed with nearly any type of marketing research initiative.  more >>

How, When and Why Physicians Consume Information, Pharmaceutical Executive, September 2006

Richard B. Vanderveer, Ph.D., Group CEO of the GfK U.S. Healthcare Companies, examines how physicians consume and utilize information in particular situations and how pharmaceutical companies can make the information they provide more valuable for doctors.  more >>

An Introduction to Multivariate Methods, PBIRG Perspective, September 2006

Bart Weiner, President of GfK V2, explains for marketing researchers in our industry who most typically work in qualitative methods, but are looking to learn the basics of quantitative approaches, "Multidimensional Scaling," "Factor Analysis" and "Linear Regression."  more >>

Additional Articles on a Wide Variety of Topics

Explore a number of additional topics on marketing research and pharmaceutical marketing by visiting the articles database in our "Thought Leadership" section. Here, you can download and print all articles published over the past several years by GfK V2 research professionals.  more >>