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JMM Research Watch Vol 11.4
Submitted by pragmedicljb on Wed, 14/03/2012 - 14:47
This review of peer-reviewed research covers topics from allocating marketing budgets to HMO tactics, from health advocacy organisations to sales team technology and from outsourcing to CROs to the adoption of new medical technology.
JMM Research Watch Vol 11.3
Submitted by pragmedicljb on Wed, 14/03/2012 - 14:45
This quarter's review of published research reflects some of the most compelling issues facing medical marketers: Innovation, finance and the creation of
new markets.
Pinpoint Precision
Submitted by pragmedicljb on Mon, 12/03/2012 - 15:24
It is important to improve the risk-adjusted return on investment ratio when performing the annual brand plan review.
The Causes of Healthcare Inflation
Submitted by pragmedicljb on Mon, 12/03/2012 - 15:22
To understand the belief that medical technology costs drive healthcare inflation it is useful to trace its origins. The idea that spending on medical technology is a primary driver of healthcare costs is often traced to the work of US health economist
Joseph Newhouse. In this, the fourth of a series of research briefs for the European Health Technology Institute (EHTI), Professor Brian D Smith looks at Newhouse's work and discusses truth versus myth.
An Unfolding Story: The Emerging Picture of the Value of New Medical Technology
Submitted by pragmedicljb on Tue, 08/11/2011 - 21:48
In this European Health Technology Institute research brief, Professor Brian D Smith looks at the value of innovative medical technology and how research has uncovered a clear pattern in health economics.
Six Lessons for Knowledge Based Marketers
Submitted by pragmedicljb on Tue, 08/11/2011 - 21:39
Professor Brian D Smith describes how marketing in knowledge-based industries is different from other businesses.
Improving HTA in Medical Technology: Six Goals for Constructive Engagement
Submitted by pragmedicljb on Fri, 19/08/2011 - 06:31
In this European Health Technology Institute research brief, Professor Brian D Smith looks at how Medical technology companies need to help health technology assessment processes become better at identifying real value.
Beyond KOL management: Communities of practice as a new perspective on pharmaceutical market penetration
Submitted by pragmedicljb on Sun, 31/07/2011 - 22:38
Pharmaceutical marketers have traditionally relied heavily on the diffusion of innovation model and the associated idea of the key opinion leader. However, these ideas are strongly rooted in consumer markets and have little empirical support in the complex, professional decision making process typical of pharmaceutical markets. This article, co-authored with senior staff from Cegedim, considers as an alternative the concept of communities of practice model and discusses the implications of this for future research and the practice of pharmaceutical marketing.
The Road Ahead
Submitted by pragmedicljb on Sun, 31/07/2011 - 22:36
Our strategy for the future is dependent on what has happened in the past. This article looks at how path dependency theory can help us do a better job of creating strong marketing strategies.
Turf Wars: what the intraorganisational conflict literature may contribute to our understanding of marketing strategy implementation
Submitted by pragmedicljb on Sun, 31/07/2011 - 22:34
The problem of strategy non-implementation is important and complex but poorly understood. This paper published in the Journal of Strategic Marketing explores the explanatory value of theories regarding intraorganisational conflict. It concludes that certain concepts from this area, when augmented with ideas from the social psychology literature and empirical observations of marketing’s interface with other functions, help our understanding of marketing strategy implementation. This may form the basis of future work towards improving the understanding and management of strategy implementation.