June, 2008    SMM-034

Transform into Value

This article takes key lessons from the book “Creating Market Insight” by Dr Brian Smith and Dr Paul Raspin. What market insight is and how firms gather and use data to create it and then use it to create value are practical lessons for pharma companies that, nowadays, compete on the strength of their knowledge about markets as well as about pharmacology. If Smith and Raspin’s research presents one overriding lesson,it is that creating market insight is not a magic trick or the result of divine inspiration. Like most competitive advantage it’s the result of good process.