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MR - 1Dr. Uwe Hohgräwe
PRM&T
Primary Research Methods &
Training Committee
MR - 2
Pharmaceutical Company Members:
Ann Van Ganse - UCB
Michael Guendel - Schering
Uwe Hohgraewe - Janssen
(Nick Guthrie - AstraZeneca)
Market Research Agency Members:
David Bayton - Research International
Cathy Clerinx - Adelphi
Bob Douglas - TH
Barbel Matiaske - I+G
The Committee
MR - 3
The PRM&T Committee Mission:
To maximise the potential of new
methods and techniques in
Pharmaceutical Primary Market
Research !
MR - 4
1. Workshop 1999: Internet - a worldwide tool for Pharma
Market Research
2. (Small) Market research study on the Internet conducted in
connection with Internet-workshop
3. Established guidelines for the committee work
(pharmaceutical companies and market research agencies)
in collaboration with the EphMrA Foundation
4. Foundation - PRM&T: seat in the EphMrA Foundation is
dedicated to the PRM&T committee (usually the chairman)
Activities of the PRM&T committee in the
course of the last 12 months
MR - 5
5. The PRM&T Options for Training booklet - previously given
out in paper form are now available on the web site:
http://www.ephmra.org
Activities of the PRM&T committee in the
course of the last 12 months cont.
6. Working on a PRM&T part of the EphMrA web side with an
integrated Q&A session
7. Working on a hand book of Market Research and Reference
works to place on the PRM&T part of the EphMrA web side
MR - 6
Annual Senior Training Workshops
1991 Patient Research
1992 Health Economics
1993 Quality Control in Primary Research
1994 Translating Market Research into Marketing
Action
1995 Pricing Research in a Changing Environment
1996 Forecasting Product Performance for a Global
Market
1997 no workshop (planned: Patient Research)
1998 Decision making - the other side of the story
1999 Internet - a worldwide tool for Pharma
Market Research
MR - 7
1998 Decision making - the other side of the story
• approx. 20 participants
• conducted by ADELPHI on behalf of EphMrA/PRM&T with
presentations
• from agencies, consultants & science
• case study
• booklets available
• huge investment in the workshop
1999 Internet - a worldwide tool for Pharma Market Research
• approx. 40 participants
• conducted by PRM&T with the support of P/S/L Canada,
I+G Nuremberg and SKIM Netherlands.
• Workshops
• Report of the meeting in preparation
• + 3.500 EURO
MR - 8
Objective:
Internet - a worldwide tool for Pharma Market Research
To offer a practical workshop for pharma market researchers and pharma market research agencies
MR - 9
1999 Internet - a worldwide tool for Pharma Market Research
Internet - a worldwide tool for Pharma Market Research
Companies attending:
ASTA MEDICA, BOEHRINGER INGELHEIM, BYK GULDEN, CHIRON
BV, HOFFMANN LA ROCHE, JANSSEN PHARMACEUTICA, JANSSEN-
CILAG, KNOLL AG, NYCOMED, ORGANON, PFIZER, PHARMACIA &
UPJOHN, SANOFI, SCHERING AG, SCHERING DEUTSCHLAND,
SOLVAY PHARMACEUTICALS, UCB, ZENECA.
Agencies attending:
ADELPHI, P/S/L, I+G, I+G SUISSE, PSYMA, SKIM, TAYLOR NELSON
SOFRES
Combination of presentation and workshops with practical
examples (eg writing a questionnaire, connection to the home
place of the agency).
MR - 10
Covering the range of currently possible surveys :
Internet - a worldwide tool for Pharma Market Research
The e-mail survey as the most appropriate tool to conduct market
research because of current limitations (e.g. unsolved questions of
representatives, technical and methodological concerns).
The URL internet survey as an appropriate and attractive alternative to
most traditional market research studies (e.g. Surveys concerning
product image, product advertisement, image testing), but be aware of
limitation (screen size, colour, connection speed etc.).
The Conjoint Measurement study on the Internet being fast and less
cost intensive but bearing in mind the limitation: e.g. number of
attributes and the duration of the interview is restricted.
Be aware of the possibilities, opportunities and limitations - as with
any other decision you make when it comes to the selection of the
most appropriate market research methodology.
MR - 11
Evaluation and Scoring
87 % very - interesting workshop
1.9 average for choice of hotel, lengths of workshop,
working group sessions, quality of meeting room, handout
(1= excellent / 5 = not at all)
82% interested to attend a follow up Internet workshop
Suggested improvements: more PC’s; more time for
practical training; more interactive; put papers on CD-
ROM/internet.
23 respondents
MR - 12
Internet questionnaire & survey written, conducted, evaluated and presented by the PRM&T committee
MR - 13
INTERNET questionnaire of the PRM&T committee
25 respondents not using the Internet for
MR purposes
6 respondents using the INTERNET for
MR purposes
31 respondents
INTERNET questionnaire of the PRM&T committee
MR - 14
Days per week assessing the Internet:
• 2 days: 23 %
• Between 4 and 5 days: 50 %
Average duration of the Internet
sessions for MR profession:
• less than 30 minutes 35 %
• from 30 minutes
to less than 1 hour 54 %
mainly at the office: 66 %
19 respondents
INTERNET questionnaire of the PRM&T committee
MR - 15
Does Internet help in daily MR work (1 not at all - 6 a lot) ?
• 1/2 31%
• 3/4 58 %
• 5/6 11.5%
80 % never conducted MR Studies
via the Internet
&
73 % never used Internet MR Studies to improve daily
MR work
INTERNET questionnaire of the PRM&T committee
MR - 16
Main objective for the further
PRM&T committee work
The PRM&T committee will reorganise and
establish its role as one of the forerunners in
researching new market research techniques,
conducting primary market research on
important issues on behalf of EphMrA and will
still continue in carrying out market research
training workshops.
MR - 17
From tovia
Web site
Workshop- Branding: What can MR do for it?- DTC - impact on MR- Update of ‘99 internet workshop
Primary Research- Cultural impact on how questions
are answered ?- Likelihood values compared with
real behaviour ?
Opportunities of standard collaboration
Education- Market research articles on the web - Workshop in connection with EphMrA
annual meeting