Skip to content →

Month: July 2017

online research for pharma

For pharma (and for all businesses) the internet continues to change the business environment. Social media platform adoption has also allowed for new business opportunities; to gain unique insights into consumer behavior, attitudes, and beliefs that drive their decisions. Online research is an ever evolving field.

 

question 1: so, what is online research?

as described by What is Online Research. Using the Internet for Social Science Research by Tristram Hooley, Jane Wellens, John Marriott

  • online research methodologies describe the approaches that researchers take rather than the tools that they use
  • it begins from the question of how do researchers find out about and make sense of the social world, and pursues that question in the context of the online environment
  • online research methods describe an approach to finding out about people and the social world they inhabit, by using the internet
  • many of the online research methods are really traditional research methodologies that we are familiar with in market research and they have only been modified and repurposed to fit the needs of the internet

 

question 2: some specific types / examples of online research methods include?

  • cyber ethnography
  • online content analysis
  • online focus groups
  • online interviews
  • online qualitative research
  • online questionnaires
  • social network analysis
  • web-based experiments
  • online clinical trials

 

question 3: how can pharma use these online research methods towards strategic planning?

  • brand reputation
  • gaining meaningful insights into health care professionals, payer, patient and consumer behavior and beliefs

 

question 4: what are some ethical and legal aspects for pharma to keep in mind?

principles of research ethics and ethical treatment of persons are codified in a number of policies and accepted documents, such as the

At their core, the basic tenets shared by these policies include the fundamental rights of human dignity, autonomy, protection, safety, maximization of benefits and minimization of harms, or, in the most recent accepted phrasing, respect for persons, justice, and beneficence.

  • copyright
  • intellectual property
  • data ownership
  • transfer & storage
  • potentially operating in other or multi jurisdictions, for example when online research is international
  • contractual terms of service (TOS) to which online participants agree when they sign up to, for example to social media platforms
  • identification of adverse drug reactions (ADR) and proper reporting is important for drug safety surveillance

 

question 5: do online methods substitute the traditional research methods?

  • one does not substitute the other
  • consider during the development and decision of methodologies as whether online and onsite experiments can be combined
  • online research may be not appropriate for all research questions, for example, the elderly population
  • consider cross referencing, for example, are there any differences between online versus offline behaviors of individuals?

 

Comments closed

pharma marketing to millennials

Every generation is different. Millennials have different buying habits and different priorities than Baby Boomers and Generation X. This means companies need to adapt and change their marketing strategies. This goes for pharma too.

question 1: Should pharma be marketing to Millennials?

  • Yes
  • Millennials are now the largest generation in the United States and have surpassed Baby Boomers
  • Definition of Millennials those aged 18 – 34 in 2015

question 2: How are Millennials different than Baby Boomers and Generation X?

  • They are born digital or are digital natives
  • Their priorities are different
  • They care about health and overall wellness
  • They are more likely to use urgent care or walk-in clinics; this is more convenient and quicker
  • Smartphones and social media are the platforms they use to communicate and share information
  • Medicines are important, but they do not like the high prescription prices of medicines
  • They use health and fitness apps and Bluetooth devices to track progress at a rate higher than any generation

 

question 3: Is it a target audience for pharma?

  • Not considered a target audience for pharma, but it is a large audience and they do have an impact in healthcare because of their presence on social media
  • Millennials are tech savvy and help their parents and grandparents to navigate the social media platforms and also search for information

 

question 4: Which priorities should pharma keep in mind when marketing to Millennials?

  • Pharma needs to show empathy – do not just talk about your brand show value that goes beyond the pill or product
  • Pharma needs to be authentic, Millennials do not mind advertising but they do not like it if it is fake and false
  • Millennials want to be engaged with pharma not talked to (this might be the biggest hurdle for pharma)
    • Millennials want conversation and are looking for answers/solutions through technology
    • Excellent customer experience that allows for personalization and engagement options, including the ability to have a one to one conversation where questions can be asked and get honest answers in return

 

question 5: How can pharma engage with Millennials on social media?

  • Forget the traditional marketing mix that pharma has relied on for years
  • Create a sense of community, connection, inspiration, and convenience
  • Remember it is not about your pharma needs but about their needs

 

 

Comments closed