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MARKETING RESEARCH Vantage Point BY RICHARD B. VANDERVEER, PHD Docs go from bedside Despite a 2009 that both sides of the manner to biz manager healthcare marketing research table PhARMAS, AND their sales would readily admit was less than uplifting, PMRG reps, need to understand the health economics of a product attracted several hundred people to its fall event in in differing contexts, according Philadelphia. Especially encouraging was the client to panelists at the Pharmaceuti- turnout, indicating that pharma marketing research- cal Marketing Research Group’s (PMRG) third annual meeting. ers continue to find value in attending. Concomitant evolutions—in A number of other good things happened at payer structure, the physician’s PMRG. Let me highlight two. First, I would like to ability to influence the decision about what is prescribed, and congratulate my colleague, Susan Schwartz McDon- managed care decisions—all ald, PhD, president and CEO, National Analysts effect the way brands should be Gray: reps must be informed Worldwide, for receiving the RR Fordyce Award for marketed, said Matt Gray, brand about a product’s outcomes insight director, cornerstone her contributions to our profession. She has been, business unit, at AstraZeneca. said that while a focus on com- and remains, an intellectual leader in our field, a “A front desk person does a lot parative effectiveness and the staunch advocate of our specialty in the broader field more than what they used to do” science behind products is of marketing research, in terms of decision-making, said important, a lot of decisions are Gray, a former sales rep. still made “outside of the algo- The healthcare someone who is not “For us to keep walking in rithm.” Ted Lawrence, CEO at marketing model afraid to appear in court and saying ‘our product is bet- Lawrence & Company, added ter than Y,’” is insufficient, said that product economics aren’t needs a major to apply her expertise Gray, adding that reps must be the last word, since if that were overhaul and must assisting litigants who she able to talk about how a product the case, “all hospital formularies separate itself believes are right, and a can be obtained—via formulary
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