Dr. Nikolai Reynolds, Director

Nikolai Reynolds

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Thought Leadership

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Jackie Ilacqua in White Paper

The World Health Organisation estimates that the incidence of cancer could increase by 50% to 15 million cases by the year 2020. To put that into context, that is nearly the entire population of the Netherlands. Each and every one of us will likely be impacted by cancer in some way during our lifetime. Whether we experience the disease personally or know someone who has, cancer is a disease that we are all vaguely familiar with. Cancer was first discovered over 3,000 years ago and yet in some ways, it is as much a mystery today as it was then. While we have learned more about the causes and effective treatments, those who work in the oncology market are constantly faced with the challenges of this everchanging disease. Oncology market researchers and marketers are faced with these challenges every day. This paper provides an introduction to this complex market and highlights some of the distinct challenges to help marketing professionals avoid pitfalls when marketing or conducting marketing research for oncology products globally.
PDF (~ 2.80 MB)

Manfred Eberlein in Ipsos Whitepaper, 06/2012

Why a Framework? More than 30 years after Trout and Reis published their seminal work on positioning; this important concept has become a bedrock of marketing thinking across virtually all industries. Dedicated to the pursuit of blockbusters and wedded to the notion that physicians and medical practices are guided by purely rational decision-making, the pharmaceutical industry was relatively slow to embrace the positioning concept.
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Sarah Philips in planung & analyse, 01/2012

Multiple people can impact the success of a pharmaceutical product, from patients and physicians to payers and nurses. Market research needs to consider these different groups of people, all of whom are complex individuals. People can quite comfortably hold contradictory opinions or exhibit behaviours which are not in keeping with their stated beliefs. Many may carefully recycle their rubbish, and reduce the number of plastic bags they use. However, these same people are comfortable to go on distant holidays without considering the environmental impact of airline travel.

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