MR - 1Dr. Uwe Hohgräwe

PRM&T

Primary Research Methods &

Training Committee

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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

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The PRM&T Committee Mission:

To maximise the potential of new

methods and techniques in

Pharmaceutical Primary Market

Research !

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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

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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

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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

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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

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Objective:

Internet - a worldwide tool for Pharma Market Research

To offer a practical workshop for pharma market researchers and pharma market research agencies

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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).

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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.

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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

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Internet questionnaire & survey written, conducted, evaluated and presented by the PRM&T committee

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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

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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

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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

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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.

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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