Q. What is Pharma market research?
A. Market research focused on the needs of the pharmaceutical industry, specially-designed to answer the questions of concern for pharmaceutical market researchers who support pharmaceutical products which are licensed by global regulatory bodies (e.g., U.S. Food & Drug Administration/FDA or the European Medicines Agency/EMA or the Pharmaceuticals and Medical Devices Agency/PMDA in Japan).
Q. How is pharmaceutical market research different from other market research?
A. For a pharmaceutical manufacturer or other health-related organization (e.g., biotechnology company, medical device manufacturer, etc.) the research respondents are often professionally trained and licensed (e.g., physician, pharmacist, etc.), or at least highly educated in a relevant field of medicine. The research topics are often technical in nature, with discussions around scientific topics related to a specific therapy area.
Q. What types of projects are conducted in pharmaceutical market research?
A. Typical types of projects in pharmaceutical market research include:
- Opportunity assessment
- KAP (knowledge, attitudes and practices)
- Needs mapping
- Buying process/ patient journey
- Treatment landscape
- Segmentation
- Forecasting/pricing
- War gaming
- Positioning
- Message development
- Key Opinion Leader (KOL) research
- User experience
- Message and concept testing
- ATUs (awareness, trial and usage)
- Creative and content evaluation
- Ethnography studies
- Message recall
- User/Non-User
- Satisfaction
- Patient chart studies
- Salesforce effectiveness