Changing Roles, Changing Strategies: Ten Things You Need to Reconsider
Presentation Abstract
Today’s pharma marketplace is undergoing seismic shifts. Pharmacists are playing a more powerful role in the buying process; traditional in-person detailing approaches are being augmented with lower-cost alternatives in an age of leaner sales forces. Add to this the prospect of healthcare reform that will fundamentally realign the marketplace, and you have a recipe for confusion and unrest.
Old assumptions must be replaced by new insights and decisive action. We will offer 10 fresh fundamental truths to help marketers and researchers take their games to the next level. These truths include:
• Be mindful of latent megatrends: What are they, and how can you be prepared?
• Generic is no longer just a poor-quality substitute: Generics are more and more seen as valid competitors -- and marketers and researchers need to adjust.
• Brands are still important – but not all the time or everywhere: How do companies build brands that have their biggest impact when “brandedness” really counts?
• Consumers cannot be viewed as homogenous: In a world where roles may be counterintuitive and complex, much more sophisticated marketing and research approaches are called for.
• Consumers often want more than just medications: We need to anticipate these expectations in marketing and research alike.
• Customization is king: Making people feel that your product is for them is a crucial goal that marketers and researchers in every consumer area are facing.
To support our assertions, we will offer case histories and discuss how research can provide solutions in this environment.
Speaker Biographies
Justin Edge currently co-heads the Custom Research group at Knowledge Networks, a leading independent research advisory firm. He has spent the past 16 years advising clients in consumer, professional and B2B markets on new product introductions, brand health and international marketing strategies. He has worked across many industries and brands but much of his focus has been on health care, including pharmaceutical and device companies, health care providers and payors. He is equally comfortable with qualitative and quantitative insights, and with consumer and professional audiences. Prior to Knowledge Networks, Justin held a variety of positions with Opinion Research Corporation and the Martec Group. Before settling in the US, Justin worked with HSBC in the UK and with the Irish Trade Board in Sweden. He started out his career as a teacher in Ireland. Justin has been a featured presenter at numerous conferences and client seminars. He was educated at The Smurfit School of Business, University College Dublin (UCD), the Dublin Institute of Technology (DIT) and the National University of Ireland.
Joanne French brings over 15 years of a healthcare research to Knowledge Networks’ pharmaceutical and healthcare practice. Joanne has conducted hundreds of qualitative and quantitative research studies among physicians, patients and payors. She has deep therapeutic expertise in metabolic, cardiovascular, central nervous system and autoimmune diseases. Her research experience includes both US and global custom research with particular emphasis on segmentation, positioning and message optimization. Joanne advises clients on strategic and tactical strategies to optimize brand health and reach with consumers, payors and health care professionals. Her client work includes many top 10 pharmaceutical companies as well as large biotech firms. Prior to Knowledge Networks, Joanne held a variety of positions with GfK Market Measures, PSL Research and Harris Interactive. She also headed up her own consulting practice where she advised custom research clients on custom projects, sales strategies and best practices in the areas of physician and payor research. Joanne holds a Bachelor of Science from Rochester Institute of Technology. She is also a RIVA trained moderator and proud member of the PMRG and HBA.
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