I:Plr\ll{;\ i\ Irxrkrng lirrrrttrtl 1Lr rreltontrng !\(tf()n( to Iilrr:rtls tll\ nt()nthlltl(l t() iUl c\(rtrr]1l (rrtlLr( n((- l)T()qrJnI ( ,lrr(i I)f()(lLt(ti\[ ittl(l](\ lll \\(.llil\( n(\\ cr)nl([(n(('()l)(rrir']l.l )l)( lrl,.('r\ lor'\\ttlntstltrr irltc t()()n l(r lLrnc -

rIrn trrirr it

\ort rrtn rlrll T(Llr\l(r ()n-llr( tltlrLrt:h th(, I:l)ll\1lt\ \r'h rilt rrr l;tr rrrrrr(()IIII)I(',t((I f(',qr \l [:tt i( )ll t() u\

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rvww ephm ra or9

;sirc No 5

June 2002

FOT]NDATIONNE\VS

sl'oP tlRtiss... sl'oP Ptiliss

New Conference OpenlngSpeakers on 26 tune -

see Programme later in

Newsletter

In this Issue:PRM&T Updateand ActMtles

INo Need to Skip The

Desk Research!

Researcher -Get out of your box

aMusing on Models

a

Brussels ConferenceUpdate

Contact Usllr phonc. far or crn:ri1.....

lJ(rr.l(l(tt( Il(|q( r\\lr rrt lcrt I lr rrrscii I \lotrr.r)) ll(l.t(l\tltlr hr rtlur' ( Irr-rltrft\R l; l\\ I K

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\r.rt tlr< ll)lr\ll{\ \\(l) \it(lll lllll) \\ \\ \\ (-l)l)ll)l_.1 r)l-ta

Facts & Figuresabout the Newsletter publication

Copy/Advenising Deadline: .luly- l2th 2(X)2.'l'he next edition w'ill be thc post Confcrcncc

Newsletter issucd Scptcrnbcr 2(X)2-

Advenising rates ancl de tails are rs firllo*'s:Four colour antl ll&w ads can bc carricd.

Priccs are quoted in Su'iss fiancs,

B&W

Quarter Page

300 cHF

Half Page Full Page

5OO CHF 8OO CHF

750 CHF 12OO CHF

I

Four Colour N'A

Priccs ckr not c:rrrv VAI'(liphMRA is a S\iss ba:'c(l Ass()ciirtion) lnd irrroiccs \\ill hc

issuc(l in S\rlss frlncs ' rrru transli-r tlre rclcvlurt tnr()Llrlt io((]our l>:tnk ircc()r.llrt ((lct:rils <ll n hich u ill hc on the inroicc)lte ner md thftd edltlm of,rhc

Idoon b zrdh,ble fur purchrccst I Swlcs francs ea.h.

THIS YEARGOODY BAG PICK-UP

AT AGENCY FAIRCornpany Delegate Goody BaB -

at the EphHRA ConferenceSheraton Hotel, Brursels,

lune 20O2

wh/ not h.61 t@r pr@outr.l !s "rod,. .6p.n7 d.l?rrt. Gorldr 4.8'

. ro! crn r<tr..!* rer (omprntro rrr dol. r(.ndn! rrom rprz|rD..'{,<r (ainprn}

, r i 60!. '... vot Lt. (-oddr B:B

FU' td! E I t..F rr r n.. rd.

, { .oro /ou no6 n! rr do bd!r."p! rovd. lrC (.nr

lfyou fihd thir int.rcttint th€n cont.ct:B.h.dctt. Roacrt, Gcncrd Sccr.tvt on 0 | 6 | 104 8262

or.m^il to Hr!8Ro8.6@s.<om

E' rrltfl

002

The 2002 Progrlmme Commrttee hrs evr u:rted rnd drscugsed rnirry suggesuorrs

from members ind ;rgcrcres rbout che conlcrerce lor 2002 One rnrporcrnt

dcclsron hrs becn nrrde ilbou! !hc ilSency fr r for 200?

A nrmber of rn;rlor confercncc rporlsor! ilnd rgency f:rir exhrbrtors lskcd the

Cornnrrttee. following the flr n Achens 2001 ro consder open,ng tne frrr rcphirrmlceuiic;ll comp:rny dclcg;rrcs lnd lgcncy exhbrtofs onl Thus agency

deletares who hlve chosen not to book J booth spircc w Inot be ilbe Lo rttend

tlre frrr rf 2002 bur rh s docr nor lffecr ]rrcnoancc ilr i\n/ orher even! a! rhe

conference

The rgencres who rpprorched Eplrl'1RA;rbou! tlrrs rnrrrcr felt thilt thc igency fr I

shou d be rvr hblc orrLy ro thosc exhrb ong EphMRA hirs decLded !o support Lhe

rdcl rnd rn 2002 rhe rgency f.|l w'll be opef only to rhose :rgencres who reselve

r booth spilc c

To flc rcrrc bookrng rhere wll rn 2002 be 3 prrce evels for frrr booths- rhe curren( slilndir[d s n8le]do!ble sprce

rhe curfefr srnrll ii8ency spice lee livr lib e to tho5e i8enc es who q,|] ly)

i ncw ( owesrt prrced booth for- one person consu lirnts free ancer s

We hope thrt most iSencres w | ;rpprecrlre t|rs new ntirtrvc - whch hJs come

rbour bec;ruse of rgerrcy rcquesc l1 you would rke to d scuss thrs fufthcr plcase

fee [r'cc ro conricr your il8en(y represenr:\oves on rhe conrmrrreeAlln Bowdtch

l'1itrr n Hinrbrn (boworrch(gmirt nh.rmbl ncomt or lure Burs Aequus Rese:rrclr

lJburs@requusf eserr ch coorJ

l'1in) !h:rnks

Bern:rdette Roger s

Ephl'1RA Gener;rl Se.r cL:rf /

FOUNDATION NEWSEDI'TOR \\'AT{TED

\\c .rrt l,rrkrr{ l()r.r nr\ | ( ) L r | ) r I . r I r , I r r \t's ' lrtlrtlr tlrt

t,,h LL.l\ l,,r t L t I r t r , , r r ' . r r r i | \' $i \\,,uLt lrk( r" r'1\ rrL

.rl1l)lr(r0r'r). l(ir tlrr Itsl lrL'r rq(i\\ (\(rulr1(\

Plcasc ct)ntlrct IlphuR \ l()r iroapplic:rtirrrr lirrrrr

Ephl'1M are most trareful ro rhe companres below who hrve gener-

o!ily iuppof(ed the Conference and AGfl

SOLE SPONsORs. COFFEE 8REAKs

t4 luNEat'rtt.lr,8c,8lum

Annui Conferencc

Segmennt,on ' xo* to

Efle(r,Yel7 TrrBe( rnd

Promote (o rhe Cu5(omel

r4 luxEB.utlclt, B.t Etum

Annuitl Co.rercn(elnr€rnet Reteirch P!3lr n8

J)e Bo!rdr.e3

24 lul{EEruttGl!,8.i!jum

Annuil CoifcrenccPoi,t o ng Geltn8 lt RrSlrt

I OCTOAERPrpers tubmit5 on derdlr'e

?001 Conlerei.eShtrp'nt (he MR Puule

6-S NOVCHAERI ru

"G lt, ae,8

'u fl

lnternled,rte Pharmrceut''l

HJrkernt Reseir(h Co'n !e

The Re!.r.(h Toolbot

t 1- 14 r.laRCHMdd.id, SPoin

lnrermedrre Phir nrrccinciltla.ke!ng Rerelr.h Cour 5€

Conto'nt rnd PrrcLng

IO-I I APRIL8rutt.lt,8.'ti'rmEffe(!Yc SeBmen!lt on

PRI'I&T SPnng

Trr o'nBworrsnoP

I l - | t luxfMadrid ' SPain

EphHRA A.nui\l Conference

4-t xovEHAERBrut'cl',6ettium

Brs c lnroduct on Io

Pharricc!L(rltfurke!nE Rcseirch

EPh}tRAT.l +a'a 16l loa E26l

Fu.aa lal loa !loaE hrjl: fa^8Rot.6@<t 'om

w.b tit. rt httPrlrft ephh^di

Martin Harnblin GfK

SGR International

SOLE SPONSORS. POST CONFERENCE NEWSLETTER

Martin Hamblin GfK

SOLE SPONSORS - WELCOI'1E COCKTAIL PARIY

THIS SHOWS OUREXTENSIVE

PROGRAMME OF tMs

l+G Infratest + GIX Suisse

SOLE SPONSORS. ERUSSELS CABERET EVENINGWITH GALA DINNER 26 IUNE

TRAINING COURSES

OVER THE NEXTYEAR OR SO.

BRUSSEITS JUl{E 27AGEI{GY FAIR

RAFFIE WII{I{ER

The first 25 agencies tobook and pay tor their

stands in Brussels wereentered into a prize draw -

the prize beang an extrabooth space at the agency

tair on 27 June.

The winner is:

l+G Health Research

Congratulations -l+G Health Researchnow have a double

exhabition space tor theprice ol one space.

co,sPoNsoRS - EphMRA MEDTEVAL

EVENTNG 27 JUNE

Epht'lRA, SSRI, Medistrat

SOLE SPONSORS . AGENCY FAIR LUNCH 27 JUNE

Taylor Nelson Sofres Healthcare

SOLE SPONSORS . CONFERENCE BAGS

lsis Research plc

SOLE SPONSORS - CONFERENCE PAD

l+G Health Research

SOLE SPONSORS. LUGGAGE TAEEL

III

CAH

SOLE SPONSORS - FINAL CONFERENCE PROGRAMIIE

Healthcare Research Partners

SOLE SPONSORS. CO-ROM OF CONFERENCE PAPERS

NOP World Health (Nop He.lrri,crrc Strrres c

l"l.1rkct|n8 Co.po.iroon,M:r.ker f'leitu| e! Inrer i(! ver

SOLE SPONSORS . CONFERENCE SIGNAGE

lsis Research plc

SOLE SPONSORS . CONFERENCE PEN

Psyma International Hedical HarketingResearch GmbH

SOLE SPONSORS - DELEGATE LIST

Martin Hamblin GfK

... tI

Itr\:l-r

We are pleased to welcome Jill Grcgron of Novartis and

Carolyn Fenwicft of AstraZene<a to the committee.

THE COMITIITTEE IS ORGANISINGAND PLANHIT{G THE FOLLOWINGCOURSES ' scc the EphllRA webs ie for more

decails call janct Henson or Bernadette Rogers

Novembe? 6-g 2oo1 - Brussel3 -Intermedlate Pharmaceutical MarketlngResearch Course - 'The Research Toolbox'The soeakers for the course have now been announced,

and rhe full registration mate.rnls and

programme have been mailed, rnd are

of course live on rhe www ephmra.org

Workshop OblectlvesThis course is designed as an inte.nrediate course forresearch practitroners who want to develop rheir skills

beyond a basic understanding The course wtll focus on a

variecy of research rechniques and applicattons required by

the professional mlrker researcher.

Delegates will leave chc workshop wrth a belterunderst.lnding ofr Questionnaire desrgn and scalrng techniques. Translating research objecrves rnto methodologyo SamplnS theory and sLltistics. Culrural differences influencint research destgn

. The application of protective and enabling technrques

. Analysing and interpreting danr Working with aSencies

Who should attendlThe traininS course rs armed at researchers who have

erther attended the Basic Training Coursc, or who have

over I year! maTket research exDerrence

Convenors & OrganiserRepresentatives are convenrng and orSanising the workshoP

from che EphMRA Primary Research l''lethods and Trarntng

lPRM&T) Committeer -

Bob Douglas from Taylor Nelson Sofres

Catherine Franeau from UCB Pharma

lanet Henson,Workshop Organiser

lrlarch l2- 14 20Ol - Repeat of IntermediatePharmaceutical l.larketlnS Research Cou?se -Conlolnt and Prlcln8 - at the Melia Castilla Horel,f'ladrrd. Soain

April lo-l | 1oo3 .'Effective Segmentatlon'-Annual 2OOl PRI'I&T Sprlng TraanlngWorkshop - at the Sheraton Hotel ind Towers,

Brussels Belgrum

Workshop Oble€tlveiThis course rs desrgned as an intermedrate course forresearch practrtroners who want to develop therr skrlls

beyond a basic understanding The course wrll focus on a

variety of rcseerch technrques and applicatrons required by

thc pr'ofcssronal market researcher

Delegaces will leave the workshop wirh a betterundersrandrng ofr The value rnd uses of segmenrerron in strategrc and

tactical developmcnt. lmporlinc consideritions beforc embarking on market /

customer seSmcnm0onOutpurs desrred and inpucs necessary

r The vllue of qualrcatve research to feed quancrtatrve

seSmen(icron. Ke/ anal/tical seSmentation cechniques (pitched ar il

researcher level not advanced staris(ician level)

o Dara collecrron merhods suitable-

Who should att€ndlThe u-rrgcc ludrence for this rncermediate course rs tho5e

who have been workrng rn nn Interni(ional pharmaceutical

market research department or xSency for 2-4 years

convenors & organlierReprescnurrves are convenrnB and orglnrsing the workshopfrom the EphMRA Primary Research l'lethods and Trarning

lPRM&T) Committeer - Stephen Grundy - f4artrn Hamblrn

GK, Carolyn Fenwick - AsrraZenecr rnd Janet Henson,Workshop OrSaniser

November 4-, 2OO, - Repeat ol Basiclntroductaon to PharmaceuticalMaiketing Research

AT YHE 2OO2 CONFERENCE IN BRUSSELS WEARE ALSO ORGANISING THE FOLLOWINGWORKSHOPS: -

lnternet Reseatchs Pushing the Boundaries -

,une 24 - lncernet workshops havc become an estab-

lished part of the EphMRA AGf'l agenda over the last

fcw years. The focrls for chrs year rs more participiitive than

In previous years rnvolvrnS deleSales cofttPleting an onl|neouestonnarre. bTeik ouc discussion, and lrve debate Fresh

topics such as ;rdvanced nTerhods. Paradata and emarketingwrll also be covered Emphasrs will also be Siven to case

study milterial

Posltlonlng Gettlng lt Right - lune 24/15 - rhisis a repeac of the PRM&T aurumn 2001 workshop

rN aDDtTtoN THE COMMTTTEE HAS IUSTCOIrIPLETED THE FOLLOWING PUBLICATIOHS

The r erct on !o rhe recen! PRlt'l&T publrc:ruons of'Itllnrgrng A l'lerker Reser|ch Prolecr' lnd Rescarchrhrough thc Prodrcr Lrfecycle hls beer very posrr vc

and nrany exrril cop cs hive been orderei fronrEernldetce You cln srrl oTder cxcrl copies - here rs

:l renrindcr of !herl content:

lResearch through the Product Lifecycle'is an update of the previously named Srraretic Gurde ro ldentifyingand Researchrng che Influencers on Pharmaceurrcal Prescrip(ionProducts The publicarion and accompanying wall chan is designedto be a tuide that illustrares rhe mrin groups of rnfluencers onprescribing a pharmaceutical product. k also highlighrs rhe rypesof marketint research proiecrs thar could be conducced duringrhe life cycle of a prescriprion pharmaceuucal producr

E T TA lII

t

II

'Mana8in8 A Market Research Proiect'gives Suidance co both pharmaceurical company marketresearchers and agenc/ researchers, as to good practtce inrunning research prolects The irm rs to Inlprove communi-catron, workrng practice and !o ensure that proiects are runto rhe sarisfacrion of all parties. The PR|4&T Commirteedrew up thrs brref with parrrcular assisunce from MarrjnHamblin GfK and Taylor Nelson Sofres Heakhcare.

T'rc r*o dry Ephf'lRA PRfl&T nrernrcorirc Lcvc Forecrstr.q rrr rrrgco!rsc co-ccnlor.d ry 5:rpren Gr:r cl rf"l.r':r rH.:frblr.Gikrirr.l Ul(iiWrrtcr rBrycr wrt i 5r,cccss rs berd oi prcsc.tr0on\ dr(ir59cnr i,.ra'dc.!shot ir.r v ( c5 ) c!rCa( r),cl.

-fc torrse sci oJ1 tr i.rttr., d.l.8rtrs knoE.eCgc r.d !rCer!r,lndf6.jito'catst.g tc cr.toe rlrc|r (! ]dv5r ll-eI rirc.iirl Fcrscnrel ] ,l c!5(orlcr5nio c cifc.r"rr Fo'ec,rsrs wr r.*rvs br wro'r; bLrr wrf sk s ifd rpDrccLrcwltoEc th.,rn 5 til, f pror! iorr:crsLn;:o -cdLrac crror

Th. fc.i'casr rri c/i c w]s ,.v,ewcd b) P;r,or K;nrzrl s iNovifr s Plrrr rr.rliro s:rr(t!r( ro.c tcrr| :o opc ,lr on.r l!tro I i€r.jl. cr:t|r.rn nt cpt ,rurrj

lppr oirches t! I ,ic, ,r! Io' c.r5( rg ! ru]r or9 Cr r c;r srccess frcL,-)r r rfC ll,cw]-o whf w\:r: w1.r'c .r,rrl how cf icrrcrri np wrr c cfirct ve y r:crr,:JrDtr.iicC.a,rd rr? tow r-o l:( wrrcf .r trcrd fr.rclL,rc or rrclC sl.oCk o(CL,r\

Tc ry Hi\"ny lRrdf\c\ Ltdr ,cvr.{ed Gcrrrg r: )one *rlr rn ..vcr!ewfr-cn rhr rtcvc concr: oi I lrrc(J5:/'rg pl.rf rc f.low !o 1nd rr L,rplrr5isr rp

t rc rnpor:rrcc ol oblrct,v€ sLtt,r! A strong rcr cw ji iIcr, 'o.ccisi

n! wirsCcl vcr rd irfr Terr y !rrph cr y lcnrorslr rLcC !l c rrrDcr '..-,f.c ci r ev ewrg{orccrsrs rclurr y ,f 3 ponrs irf rElrc, o, o.arr rlrrf 5o.rerrf8 hr!:)r!.DrDf.r,rqLa

.r to{e.:rsr ii .of1(urcc 5tctrr5 fron, robustnesr 51c R.f.rri l'1rrBJ!oya1l'litrtscn lrcl Grorpr rr 1,,-'!tr:ca rt,r nrDor.tn(e cf co.srruc!irB r')odel!'*' clr frlvc l:r:rcrt ls ,4e l\ vo rnra ri is ngL15

npuls lor ;c|rc.r:rr:g:rr )c y] cd Alcc Innrv rAsrr.rZcr,cc.:t & DrvcPe:rr nrr r rflF GAI'1YAr show r,! rhrr def fr rt rfd u,)d.r 5rrnil rjB rtrc njll ke(rsvrlr fcr sucrcs: T'rc icrelrstrrg orodc rcrrrp.l:1l.- 5l,o.ld rirL,ac.rl f,rccispit ,rrr llow ,,,c |lC rii pc,p.r irr o,r p! rvir frj(. il rl iosis roi]t rrcrrJrcrj( ij, !?uertneft tjy (.l!s llk rii r)ro itico.rr r .roIc rr.d conrb ri]r or t:rer.rpy ,lrcbrrfc c!€ ir5su rpi cn5

The updlrc of rhe "Options For Training" drrabrse s nowcorrrple(ed rnd s pubrshed on Lhc wcb srte Th15 compnses of il srof l'lirker nB Rcsclrch courses w,!h con!enL venucs. icngrh, pftc nglnd rlr-get lud erce f your lgency offcrs tny co!rses rnd wouldlike to rece ve I quesoonntle plc;rse con!.tct Eern:rdette Rogers

5cnrr nyt'rr wcrc !nrcvered roc

. A.!urr.y j P"ecrsror , Qu:rlryr Cofs.]lr;rnrl ire .o( :r seerrq o,Jc c5. Co.rp.chefs ve conrpler nrodcl5 rre rot fecesstr v nrore t..u-itrc. t 5 no: cirsy to know pred cr or FreisLrrc r.c:1.(!r,lry cf r fo'E'::r!i

A cc Flrrcr ;rlro prov ded rnreree.rrt'rews irn r.prr,v r6 forccrst qrr rtt Aqur ty iortcrrt rs fr for rhe puroosc cf dcc:rcn ,Jrrk rI , Nrilfrtll3 |!k rrc'c5oL'cc ]lcc]tron ! rllt Mlrkerrng co(rprrrres slrr:ud tocls nprcvrngf:recrsrn5 qLn rv ri rhe shcrt (crrr lup io 2 ycrrsr.rnd iobirl reinrs rrponr.rprovr:r; onE rernr rorccJsts rup ro 5 ye:r"st AcasiC co.rconfuseb,lsnar5 ri\recrr w rlr ih! ro,ec,lrr rrrC 5r.cs!ed /o,, crI] r fc ec:l5l you, wit/ oLr(

T,,e,c r'lj rrr'it/ prir s ri rorccrsrrnq Ur ch wr5tc'r 'rilrltljrrd fre Ulps n

tnr! !ur c!;r',r rs s & Cenrfed rr^crl (hro|]gh prtlc'ri rc(!tn(or]

Tf,c ro.lrse ncuded nrarircr!e sc5soris rrc:titr,J iorccrstr! wls trratsedI Jic wor[sl]op! rrr :y Fr:rrl CL,oco Dyrrm,c Rc5c.1,dr 5,rU(onsrcnj nc

Tfcrcr|,5sfowcdll)c,.rciiir!rtb!rIs.rlicILrndc,sr;rrCrj!oilhcrrrprcrcl tlr. ctrt c"c forcc.ts!

Thr grcrp rtrecd rh,rl su::cssfr orErr5:r(ons ope,r(e {rl, orr drrr scr rrd]lwl/5 doc!tricrr lrcr ]ssu.rp( ons f'lorcolef. cr !rctl to 9u:.r!5 s 5e.ro./i Jrlijgcnre.i 5!?por t r c €r, .rfder 5r.rno r)! cf the (rstor'rcf ! rcqu rerrertr rs c Ll r d ; r d :r q r e e d p'oc.\s .k5 i o strJ:cd! io rpcr]irorl {orecit5!s a.o5sfLr rctrnnr ccnsensrs rnd repor ( l.B rr'c tr:r ng upon Ior eclst rrr'rrrce lrd forecir5t i]..!rir(y Tlrr.1 n1u51 bc.r w rgness to r]t. dea\,o.5 itnd nrile.5".,q", rr de

"gir"l5reFhr:n G,rndrIt1:r.!,,, H:r,rrb,,, GiK lor ,rrC o- l.:cl,r f cf rl,c Ep,rHRA PRtl&T C.r)., rr€{:Ccrrsc ronvcrror r lJ r ch'A!s'.c ,r r rtr wlcsrcn uw rJbr/er-r! de

rr( Stcpief Cf.rfd/ sii!,r fl.r.dt .i nrrr:r-rf.,r'rul n co rk

This column is meant to stimulate new thought and lookat some of the criticisms that resear<h faces.

To krck it of{ | ranS some colleagues rn European marketinS Posi-rions and market research agencies and asked them when they last

fek thar marker research had thought"our oflhe box" In a way tha(had given a competitive advanrage.

Interestingly, the atencies had numerotts case historres. Some ofmy client market research conucts could mention Instances. butonly one of the ma.ketint manaSers I spoke to could idenrrfy howmarker research thinkinS'ou( of the box had helped.

This, I hear you say is hardly a comprehensive sr-rrvey and I certainlywouldn t put it up as anything except anecdotal buL if representa-

tive. it asks a few ouesrions.

ls i( that, as marker researchers, we market ourselves so badly thatour innoration is not recognisedl ls ic that our Innovation is no(

creating acrion and so is regarded as meaninSless and ignoredf Orare we quite simply not (hinkint outiide the boxi

Does it maner if we don't think out of the boxf I supPose we

could ask ourselves why bother ro be on the planet - why did Godgive us a brainf Yes. to me, it does malter rhat we add value and

are no( iusr managers of a Processl

A good rest for yourself is to think ov€r rhe last workin8 day (or two) -

how many (imes did you put a stop to potenlial 'out of the box'thrnking and how often did you encourage itf lf the latter as bitter,e-mail me I will report how many I received in lhe next issue.

To prove thar we do sometimes think out of the box we have put in

rome examples. These have been given to us by a number of agencies

and clients Some may seem more out of rhe box than others

Thinking out of the box

Using actors to ac! out a producl leftin8 the doctors direct rhe

ac(ion to understand the brand character.

Usrng Focus Vision on the net for international research with real

rime ditital translation.

Faced with understandint patients views In a teenage market usinS

interyiewers involved in child counselling services !o improve thequaliry of information collected.

When usint brand proiecdve techniques choosint ones whichinrerrogare all of a respondenr's five senses including taste. touchand smell

Separaring rhe views of future thinkers and laggards in all Productdevelopment research.

Crearing se8mentation which is easier co implement by usint moti-varions and psychographics. not simpl/ atcitudes or behaviour.

September 23Indu$try Networking Reception

october 2l -22-23 2002Fall Education Workshop

.Ft\lt,

PGITTG

Integrating results of the debriefinro action bt usint neurolinguisticproSrammint (NLP) based moderation -

as part of an immediate postdebrief workshop

Creating market research rhat is publishable

in peer reviewed journals - one example herewas a producr wishint to own improved quality ofliIe. examined factors affecdnt QoL and then had this published

When urint role play do it in threes. givrng docrot patient and

observer feedback

Doctor - recruit a doctor incentivised recruitment.

Driving a coach round and parking outside seminars to Srab doctorsas the), finished and conduct Interviews on the coach

Using tood tuy / bad EUy Interrogation te(hniques for cerorn ropics.

lf you would like to contrrbute out of the box examPles Pleaseemail me

Kim HughesThe Planning Shop In(ernationalkim.hughes@planningshop co.uk

I

1

EpuMl'AEuropean Pharmaceutical

Marketino Research Associalron

In Brussels during the week of che conference

24125 lunePositroning - Getting it Rrght

24 JuneSegmentarion - How to Effectively

Target & Promote to the Customer

24 JuneInternet research - Pushing

the Boundaries

6-8 NovemberThe Research Toolbox. Brussels, Belgium

Full details on the EphMRA \rr€b Sitewww.ePhmra.org

I

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MEDI-PRA.GM\

r JgYlri!'l )i aLtL.:-;L'.liL!) i U i \2 al'i' I Jr ) 5'J Zt:,vJ 'i/ Jt JJ -iilt,.i"DDr Panos Konrzalis ls member oi the Novan s

Globrl Srles ForecistinS Terrn h:rs won a

presu8rous Inrernrl company awrrd - rhe

irsr G obal l'4arkecrng Team Award . which has been awarded''for an outstrnding (eam efforu whrch goes belond rhe call ofd!ty and crei(es brrdges between groups tnd departmenr'

The Forec:rstrng Telm was srrd to hlve estab[shed a credrble

and consrslen! process for brintrng borlom-up unrt forecrs(s

from che CSO s cogecher nro one globr drbbase The Teitm s

drl8ence hrs rmproved rhe dar.r qualiry Lo lhe exlen! rhrt orh-

ers can fely on the forecasls for fi(t-based decrsron making'

Congratuhtons ro Prnos lnd rhe orher NovrrtrsTeam members

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Via Nizza, 1 52 - 00198 RomaTel. +39/06/8/1555 1 Fax: +39/06/8411 850{57 j;'":.Efiail: medipragma@medipragma.com i! ll$Internet: www.medipragma.com "'.!sElll

FROM NFORIIATION IO (NOWIEDGT

Dwt Co0len4tn,

So lhey did not like the forecest figure you gave them, and lheyasked what would happen ll they doubled the sales lorce andcut lhe advertising spend. Well, urhat they really wanled wasnot a lorocasl but a model!

Models are a scenario based torecasting melhod The lrme seneslorecasts we have discussed prove a sound estimate ot lhe salesetc. at a future pornt rn lime - assuming that the world remains rela-

tively constani However, lhe world may be due to change and themodel will assist you to estimale lhe ettects ol the change However.at the end ol the process you wrll not have a single number todefend, but a range of numbers each relating to a given sel oldittering assumptions.

There are many kinds ol models and we will look al lhe more com-mon as we muse our way down the catwalk The rules are ditlerenlfrom the generalion ol the time series lorecast and tirstly we willconsider these.

A model is a simplified version ol lhe real world The more complexlhe model becomes lhe less understandable it becomes. and muchis gained in lerms ol knowledge ol our markets lrom the develop'ment ol the understanding ol the workinq ol the model The modelmay be very small e g Sales Value=Unit x Price ll lhe units remarn

constant and the price changes the etfect can be seen on the SalesValue This simple equation carries some assumptions tor exam-ple the number ol unrts sold will not change wilh the pnce There is

no price elaslicity A model ol th is krnd rs easrly underslood. but onlya lew people direclly involved In lhe maintenance of the model wrll

undetstand a government economic model and many users of lheoutDul will be sceotical of the answers

It is imporlanl to understand that a model approxtmates real lrfe

through a series ol malhemalrcal equations Again simplicily assrststhe end user to understand the model, but il is also the duty ol ihemodel builder to ensure that lhe equations are lit lor lhe purposeThere may be a linear response between adverlising and sales overa reslncted period ol time Howevel, this response may not bedirect In all cases and there may be an Intenm period ol 'aware'

ness" e g. most people are ar,lare ol 3G phones but as yet Jew arepurchased Because awareness is measured as a percenlage otpopulalion it is not linear. lf we changed the sales equation lo SalesValue = awareness'pnce'units the result would be ol no use at allbecause of lhe non-linear (curved) component being activatedagarnsl the direcl relalronship between price and units in lhe lrrsl

equatron In lhrs case use '/rould have lo be made of srmultaneous

equalrons

Your model will be mathematical and lhe outpul wrll be a numberModels cannot be judgemenlalor apply gul feel However some mod-els can, and do. Include Fuzzy logic which approxrmale these etlecls

The mosl imporlant element ot lhe model is that the user controlsthe Inpul to lhe model. Therelore, lhe model has to be burlt In sucha way that the user can undersland the inputs requrred

Why should you model?The model allows you to test possible options without the need lora field experimenl. Thrs can greatly reduce the cost ol the finalexperimental work rt that rs eventually required For example rl weknow that 3 calls have lo be made on a doctor wilhin a srx monthpenod belore he wrllprescribe a product, a modelcan be developedthal consrders lhe possibilily of making lhose calls and lhe possiblenumbers of doctors who co'rld be seen This simple model will lhen

allow you 10 calculate the numbers ol representatives requrred. andassumrng a prescribrng rate what the resullanl sales wrll be In addr-tion you could vary each ol these assumplrons to develop an up anddown side vrew This modelwould be a classic planning tool but whenthe plan rs implemented il can also be used to monilor performances

You must bear in mind that lhe model will nol make decrsrons loryou lt can help clarity lhe decrs'on process and highiight areas lhatrequire lurther investigalion belore a decisron can be madeAlternalively it may also highlighl the key risk areas wilhrn a plan lt

is therelore cfltrcal thal clea. frrm obtectrves are set BEFORE build-ing the model commences The objectrve setlrng process MUSTwork back'/1/ards

1. Whal will be ihe oulput required and lor what purpose?Thrs wrll determrne the Inpul dala ll rs exlremely dif{rcull lo change a

model that has been burll lo cope wrth anolher purpose l{ you burld

a model lo rdenlify lhe share ol palrents lor a ne',r drug and specriythal price is not an rssue, lhe resullrng model may need to berebuilt il the eflecl ol pnce changes on palient numbers rs subse-quently requrred Such an error in the delinition olthe obiectives willresult In a model lhat does not meel the requrremenls andone \,vhich will over run the estimated cosls by a long l/Jay Expecllo spend several days on idenlilyrng the output requirements Indeeddrscussron In thrs area may take as long as the building ot the model

2 Whal will the user ne€d to conlrol?Here simplicity is essenhal Try to keep lhe vanable Input down toless lhan ten. prelerably six Computers pedorm massrve calcula-trons very qurckly but the human brarn soon begrns to loose lhe vrsu-alisation ol the rmpacl ol many changrng vanables Remember youneed 10 understand why lhe model rs p.oducrng a grven resull

However rt you kno,,{ lhat a grven element rs gorng lo be rmportanl

demand lhat il rs included in the rnodel but be oreoared to loseaccess lo somethrng lhat is unlikely to be subject to change

3 What lime lrame is reouired?This will have a brg impact on lhe desrgn ol lhe model A model thatrs looking al a srtuation only one year away wrll be burlt drtlerenlly toone lookrng oul over a 15 lo 20 year lrme period In lhe lormerchange in the envrronment wrll probably be small but large changesmay be required lor lhe latler

This may also mean lhat you have lo make use ol surrogales o.methods lhat simulate Informalron to drive lhe model

llavrng developed the obleclives Consrder the data requrred. lt maybe that some ol thrs has lo be gathered by ne,/r markel research.other dala may be held in-house bul in areas lhal the user ol lhemodel rs unaware When you have rdentrfred the data. you will under-stand lhe gaps thal need lo be lilled rncluding lhe gaps In knowledgeThrs may then require lurther refinemenl ol the obJeclives

Over ihe nexl three musings we wrll consrder drstnbutron models.eprdemrologtcal models and linally promotronal models

Regards.Terry HardyRadmoslerry @ radmos-lreeserve co uk

There is still time to register for the conference and agency fair in Brussels -please register on-li ne at http://www.ephm ra.org

H ere the latest conference programme:

09 0O ' 18 00 Classrfrcatron Commrttee

10 30 - 17 00 NFC Committee

'10 OO ' 17 15 Segmentatton - How to Effectively

Target E Promole lo lhe Customer

10.oo - 18 00 Posrtioning Getting lt Righl

lnternet Resea.ch:

Pushing the Boundanes

Erecutrve Commrtlee

Slraleqrc SLrsrness Analys s Cornmrnee

Evening Free

10.00 - 17.30

t0 00 17 00

14 00 - 17_0009 00 13 00

0900-1800

09 00 17 00

1.1.00 - 17 0O PRM&T Cornmrttee

0900,1700

Posrtionrng Gettrng 't R,ght

Classif ication Commrttee

Database & System Commrltee

Medrcal Data Conrmrtlee

NFC Committee

Sales Data Commrnee

09.45 - 10 45 For Agency Members ol the

EphMFlA Foundation only

17 00 18 00 Jornt Meetrng ot Executive Commrttees

& Commrtlee Charrnan

EphMM Foundation . silo d. {er,o0s

12 15 - 12.30 EphMRA Foundatron PresentalionVenncatlon ot the Internel as a Besearch Tool . . a .

rF-',,, I f ': ir.,,!- . n,r

12 30 - 14.00 Lunch 'Sponso.ed by EphMRA , .: IFor EphMRAJPBIRG Members. Associale m€mbers and allpharmaceulrcal compan|es only - except by invitalion

08.30 - 08 45 EphMRA Presidents Feport

08.45 - 08 55 Address by PBIRG President

08.55 - 09 05 Acldress by PMRG Presrdent

09 05 - 09 20 Classificalion Committee Report

09 20 ' O9.3O Dalabase & Systems Committee Report

Og 30 ' 09.40 Medrcal Dala Committee Report

Og 40 ' 09.50 PRMET Committee Repon

09-50 - 10't0 AGM Delegate Coflee ',,,

10 10 - 10 35 Repons of the NFC, Sales Data and

Strategrc Busrness Analysrs Commrtlees

10 35 10 45 EphMRA Treasurer's Report & Vote

10 45 ' 1O.55 Drscharge of Executive Committee

Election of Olficers: Presrdeni &

14 0O - 14 15 Introduction ' Uwe Hohgrawe:'''';''].

Cha|.manr JuLe Buis - Aoquus Res€arch - UK

14 15 - 14.20 Charrman s Introductron - Juhe Buis

14.20 - 14 50 CRM: Managemenl fad or enabler ol success?Michael Thomas ' PWC Consultrng - UK

14.50 - 15 20 Al|ance Relatonshrp Management:Mak'n9 Alhances Work

Sluart Xliman Vantage Pa.tners ' USA

15.20 - 15 50 The Fulure ol Effectrve Communrcotron rn thePharmaceutrca Industry Lres wrth Global Brandrnq

Larry Lannino . LMEP USA

10.55 - 11.00

1100 1105

11.05 - 11 15

11 15 - 1215

lncomrng Presidenl s IVrce Presrdenl s Address

2003 AGM & Conlerence Announcement

EphMFlA Foundahon

Stalutes.rnd future role of EphMRA

15 50 - 16.10 0elegate Cottee

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RESERVE PAPE FS

Thc Con!,uficr sit on of Prcsc.rpt on Dr!ctsri! l .i L.. Lii

c

IaNET WAGSTCR CONSULTANCY (JWC),otNs EPhtrtra FoUNDATIoN

'Wrth my consulqancy now 2 years old ind conunutng (o derelop rn tcrmsof skrJls. knowiedSe and experreocc rverlable to rhe Indusrry, r( now seems

aPProprrrte to lorn the Foundroon I beIeve rhar Markec Rese:rch expert-rte hds to be secured by harnessrng rhe appropriarc skrlls rnrernally andexternalll wrrhrn rn ortirnrsir(on and knowledte shared |5 knowledgegarned tlembershrp of rhe Foondacion wilL help to keep my consukan(y rn

step wrth rhe laresr 14irker Reseirrch exper!se. chereby enhincrng (he vilueol my consurtincy (o you

Enterrng my 3rd yerr rs a consuhan(. jWC con! nues to offer solutrons forboth Companrer nnd ABen<res Exrmples of supporc ava,lable ire: cusromersacidaction r rma8e / feasrbrlry irudres. mirker and comperrror ;lnalytlcalrevrews. evaluatron of secondary In{ormition needs, compeouve Intelllgencerev ews and the provrsron of secondary Intormet|on traintnt courtet'

JWC ofiers oblechvrty. flexrbrLr/ irnd irdapcabrliry, wirh rhe ibrLry (o fitl inyshortfrlls In /our resources on a proiecr-by-prolecr basrs An !nders(andingol thc role and value of l'lrrker Resecrch rn thc srrrcetrc deoston,making /

portlo|o rnrlysrs procesres ba5ed on a broad bese ter of skrlls The rbr|qto trrrn rnd corch less experienced rcrff

For more inlormi!oo, pleese conLac(: jinetwagsrer@aol (om

News from Martin Hamblin GfX Healthcare

llanin llambhn (ifX Inc hlr rcccntlv ap;xrinrcd SusanRosovikr as l)ircctor of thc companv s [,S l)()mcsticMlrkct Rcscarth arca Susan uill bc rcsponsiblc lirr rhisliltcs( initiirtivc. burltling on thc grorving hcahhcarc busi.ncss shich has lrruscd ()n thc I SA mlrkct:rsidc fnrnr thc(ilobal \rrrk conductcd br rhc rcst ol thc t SA bascd cxcc-utivrs and thc l:rryc l-on(lon base<i tclm 'l hc companv $illbc inycsting in morc staff to copc uith thc grouing irrr:rr ofpr(xlucts and s(jniccs cmcrging from rhe (;fK group andfrom cxtcrnal liccnsing opp()nunirics Susan has had ovcrl6 rcaru enpcriencc *orking in lhc t SA tt such lcadrngcompanics ils NPI) an(l (irecnlickl.On.l-inc in dcvekrpinglhc custom bascd rcselrch solutions across a raricn ofmlrkcr sccton Includins hcalthcare.

MH GIX Inc bat alto ,ecmrl! pmmo,ed Monl4ue Rtnnet and Jlla8lck,o Irrtetrutlonal Researcb Dire(tor status and Gust^toGunleri to Inrera4tlonal Researcb Mqruget (Storktlcs) at tbecompaa! s Connectlctn and Grufbn Mats oryatlons

The Healthcare group rn London recenlly acqurred rhe Pl"15l l,larkerresearch Sroup {rom ll45 rnd rhrs his expanded the companys servrcesoffered lo lhe UK Heahhclre bated companres The servrces n(lude rdver-osrnt truckLnt pfocedures Includine P1AR5. rhe rmportinr UK omnrbr.:s wrthCP!- GENERATOR as well as specrfic quslrraove reseitrch procedu,es Thecomprny s prrenr operroon GK also acqurrcd rhe Busrness Orvrsion ol 11.45

Herlth UK tnd lfeland whrch provrdes rervrces io rhe verenniry busrness

lrel The core feature of thc operrron rr the reti I panel that records dehihof virtually 100% of vecerrnary producrs pur(hated fronr rll compinresInvolved In ihrs mrrkct sector In the UK ind lrelrnd

Service News . Networked Pharma PharmaccuticalM&{ unsustainable - peerc musa work

together lo gain markct share

I)atilnl()nit(,r s latcst rrscarch initiIlir'c Ncnl()rkcd Pharmr:Inno\,Jtil( strJtcgics t() ()ycrc()mc intlusto mergrn (l(lcri()riti()nsho\\s thJt pharmaceutical R&t) and salcs pi(xluctivitr is dccliningl1lc in(lustru s prcfcrrcd sti.rrcg.v l() meintain gr()*Ih hrs fr(.cn tt,inv(st m()rc ln cuffcnt bu:iin(ss piJ(llccs, m()51 dr.rmatici h \'iaV&A l kr\rcrcr. l)atamoni(,( s :lnalrris ()[ rhc r(lati()nship b('tl'ccncompanf si7-c rnd p.rxluctivitY l0r all lcading compani€s suggcststhat Ihcft' !rc n(). or ncgligible. cconomics r)[ rcak in cithcr salcs ()r

R&l) ()pcrltions lhc implic:ttions of thrsarc clcar: c()ntpanv slzc is

not rn l(hanlatc in cr(,ating ratluc ftrr $hiracholdcrs

Transforminta thc busincsti modcl - nctwork(d pharnra

r\ ncu appnrlch !^ill nccd k) cnlergc r(, (nsurc c()ntinurdsuc((si [)attnr()ni(or prcscnls I nctworkcd phitrmitccuticalbusincss nrxiel a llcxiblc, mpkl ancl nclic;rl ahcmativc strarcg_y t()Il&,\ or ()rganic !'ro\}rh. in rIhi(h C:rp!bilitlcs tnd sr'()pc increil*$ithr)ul rxt(nsirc o$'nclship of phvsic:tl rer{)urccs. inl(nsivc fx)rir-!l&rl rcstructuring ()r c()rlx)rltc burcaucr.rtl l'hc ncw brccd ofnct*orkctl phxrma \,ill grrrr* br tlounsizing lt $ill kc(pin.housc onlr thc intcllcctual capital thxl i:. cnticirl to i|li compcti.tirc Jd\;rntilgr tnd ('r.rt:iourcc thc rcr( in thc f()rm of tcmfx)i.rftlnd krng.tcrm stmtegi( alli;rnccs $,ith pccni and \'cnd()A lr \rillsuccccd ttrc;rutc rpijcialirr vcnd()rs and (hi())phamtlc(.uti(xl(()mpxnicr are n()u trgunbh ntorc cffi(icnr xnd progn,ssivc at\ hxr thcv do thrn trc manr plrrrmrs,$ J(nnifcr (-(^'.. Stn(ct4rIhrect()r co mcnls: 'Futurr phernt:r trill hc abou( hcalthrl(t\\()rk:' not hcdth con:panics In lt)15 nrr$'()rkrng !r.ill b( thcIn(hrsrn s prclcarcd comp(titr\c str-rr(Srl wirh p('crs *r)rkangtogcth(r &) giin m;rrkrr shirrc'

Personnef NewsOrtmonitor: John Ensip Jq H.PH. is rhe L€ed Anat$ of Drt' noniror!lmmune Disordc6 and Inflarhm.tion &lsinels UniL Prior to ioinihtDetamonilor, Hr Eniip val Senio. Analyst ar a leadin! phrftna-ceud(el indurtry ma*er reseerh firm and consuhancy. Mr. Ens@ was for-m€rt emplqyed

'n 6e <apecity of Reph@ry Counsel rn dre Ofr<e of the

Commissioner a! the U.S. Food and Drut Adminiss-etion. He wa5 aw.rded a l'laster of Public H.ahh dcgree fron dre University of NonhCarolina. Chapel Hill end a Juns Doclor-are from rhe New Enlhnd khoolof Law located in Eoston. Mrssachuets.

I{EDI.PRAGI{A STRENGTHENS INTERNANONAL OPERATIONSA! of APril 2002 D'lAndrea Farodipined Medr Pragma in dre InrernarionalDepiruhenr DrAndrce hrodiobb|ned. scientiffc degee (Molecular rndCellulrr tliology) from the Unrwriirt of Rome "b Sapienz.": h. his b.cn$.orking in the phermacelriol field since 1992 and over last four yean. has

b€en employ€d ar Pfizer lraty beint in chrrye lor the fotloi.it polirions:Clinical Trial Coordinator, Marlct Rerqrcher and Susiness DevelopmentProduct Manager. Andrea! deep knowledge and pofession lexperiencein rhree difierent rrea5 (Medical. Mrrtedng. Buriness Developmen() willcontribule to gtrengdEn funher the company! Interrutional Departmen(and develop high and srong relarjonship wrrh our Eurofcan Clients. MediPrrtma believes dur Andrea! professionel etp€nemes will be hdpful ob€cer underiqnd and <over the requesr end needs of ClienE. b€ing a

gtrong a55et for me€dn8 roral customer satisficrjon.

Other agcncies ioining arc:

Arpo, Quality Medical Field, I+G Ni.irnberg,Jan Schipper Compagnie

TIMEr esea r ch

Agency Foundation Members 2002'l'hc following agencics havc ioinecl the Founclation since the membership year

startecl again in C)ctober 2001:

lms A RiT:P"1!,".

)t.+',*vstr"tR

Radmos Ltd

MEDI-PR\GM\g FVIrI A mI RC. f ral{ ,rr/G trturcIu rca

PA$

WOOD MACKENZI E

't ol^,i | (,n,.(llrnl.

Medi# Mork

^fir\. sG R tnternational

( I L r r r r r r r r r r r i L , r r i < : r t l{t 'r'.rrr lr

Plaining Shop

l

)>)> F_a! Fotwlrd Resea/ch