Needing More in a Time of Less: Maximizing the Value of Primary MR for an Uncertain Future
Presentation Abstract
The changes in the healthcare industry and the uncertainty the future holds has created tremendous pressure to control costs while at the same time maximize the value of the information gathered to manage the uncertain business climate. In essence, what we need is “More in a Time of Less.” In this presentation, we will propose a new “horizontal” planning model for market research that can maximize the value of each market research initiative while generating significant cost savings. In this presentation we will answer the following questions:
1. How can we change the way we plan and design market research to maximize the value of each research initiative and minimize the overall cost?
2. What types of research areas lend themselves to a horizontal design approach?
3. What synergies and insights are gained when integrating multiple objectives and audiences into a horizontal research initiative?
4. What are the drivers of a successful horizontal research initiative?
5. What can cause a horizontal research initiative to fail?
The presentation will answer these questions and provide a foundation for a lively interactive discussion of how market researcher can prepare wisely for healthcare’s uncertain future.
Speaker Biographies
Dr. Aprill – the founder and CEO of BioVid Corporation – has been a marketing research and strategy consultant specializing in healthcare for over 15 years. Over the course of his career, he has conducted scores of research programs – qualitative and quantitative, domestic and multi-country/global – across all the major therapeutic areas and many specialty fields. Dr. Aprill has consulted with most of the world’s major pharmaceutical companies as well as numerous firms in diagnostics and devices, biotechnology, and healthcare communications on the development, launch, and management of a wide range of products and services. He is an acknowledged authority in the fields of co-morbidity analysis, patient-level marketing, patient adherence to therapy, and the design of multi-country/global research designs. Earlier in his career, he held a series of senior-level research and consulting positions at Market Measures/NOP ACG, Strategic Marketing Corp., Data Tactics, and the Institute for Survey Research. Dr. Aprill received both his M.S. and a Ph.D. degrees in Applied Social Psychology from Temple University. He also has served as Visiting Scholar at Guangzhou University, People’s Republic of China and the International School of Business, Universidad Nebrija, Spain.
Dr. Glor has been conducting healthcare market research since 1991, holding previous positions with DataTactics, PraCon, and HIV Research. Throughout his career, Dr. Glor’s work has focused extensively in the area of infectious disease, with particular focus in HIV, MRSA, and hepatitis. His particular passion has been the examination of HIV/AIDS issues, including research on all classes of antiretroviral therapy as well as treatment of opportunistic infections and co-morbidities. His work in HIV has also lead to the study of unique subject matter – topics as disparate as overcoming fear and denial upon diagnosis to the application of cutting-edge diagnostic technologies. Dr. Glor’s focus on this challenging area has allowed him to develop a level of expertise that is rare among market researchers. Dr. Glor has also evaluated a wide range of market research questions within the healthcare industry, including studies that span the entire product lifecycle. His work has been equally divided across qualitative and quantitative projects, with a scope that includes six continents. Unique areas of expertise include patient education, doctor-patient interaction, and adherence/compliance. Dr. Glor received his doctorate in social psychology from the University of Florida, where his primary focus was health psychology. He was one of the first to examine the impact of HIV/AIDS on our social relationships and to investigate how HIV attitudes are formed and translate into behavior. His educational training also included concentrations in marketing and statistics.
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