Prescription behaviour: Keeping an eye on the doctor

Understanding through experience

Manufacturers of prescription drugs do not only focus on the patient, but also on the doctor who prescribes the product. In planung & analyse, Katja Birke demonstrates implicit techniques that can be used to uncover effectively invisible attitudes and motives – and thus drivers and barriers of the prescription behaviour – among physicians as a target group.

Click here to read the full article.

Understanding through experience Filesize: 87,87 KB

Related articles

It doesn’t always have to be face-to-faceQualitative and hybrid methods of online research make it possible to dive deep into the world of users any time, any place. From the large number of tools at our disposal, we have selected five which our clients commonly like to ...read more
HealthyLivestock 2nd NewsletterThe HealthyLivestock consortium is working under high pressure on solutions to decrease the use of antimicrobials in the pig and broiler industry in China and Europe. Furthermore the consortium wants to reduce subsequent residues in the food chain and environment by ...read more
Work in partnership - How MROC and Design Thinking can collaborateMROC’S are unbeatable when it comes to agility in innovation processes such as Design Thinking! Even so, they are still all too rarely found in Design Thinking. In planung & analyse, Julia David and Heiner Junker describe how MROC’s and ...read more
Measure how the customer relates to a brandBRAND|GRAPH provides an unbiased, multifaceted and standardized measurement of brand relationships using the intuitive “language” of structural constellations (position and viewing direction).   BRAND|GRAPH enables comparisons: Brand ...read more
P+M trains international design thinkersBuilding, crafting, inventing effectively – As an innovation approach, Design Thinking is also becoming increasingly popular with companies. Therefore it is all the more important for us to make our proven methods and our expertise in the field available ...read more
Trying times for German farmersIn addition to tight liquidity, unresolved political issues and challenges surrounding agricultural production make it difficult for farms to plan for the future. In many regions, the prospects for the 2018 harvest are very poor. In the coming months, the effects of ...read more
Design Thinking: Peeking behind the scenesBuilding, crafting, inventing effectively – Design Thinking (DT) transforms dull workshop meeting rooms into colourful incubators filled with innovation. In daily business, so-called „DT sprints“ have proven to be particularly effective. In their article in ...read more
Design Thinking and Market ResearchWith Design Thinking, companies hope to find solutions that win over their customers. In this interview, consultant Ingrid Gerstbach and market researcher Julia David describe the possibilities that arise from the combination of Design Thinking and market research. ...read more
Agriculture: Economic sentiment remains subduedAs of March 2018, the economic sentiment among German farmers continues to remain subdued. This concerns the assessment of the current economic situation and even more so the expectations for the future. According to the latest data of the Agricultural Business ...read more
Smart moves: How to lure young men back in the gameAs a target group, men under the age of 30 are very difficult to reach. Recruiting and activating them is usually quite the challenge. However, Natali Pohlschneider of Produkt + Markt knows that smart strategies may make young men readily accessible for market ...read more
Patient Centricity: Closer to the patient with IN|SPIARYHow do patients master everyday life with their ailments? How are they doing with their treatment? What things are going well, and where are they facing challenges? What should support and information services look like in order to be of actual added value for the ...read more
CX: Successful management of emotionsPositive customer experiences and respectively resulting emotional bonds facilitate sustainable business relationships. A central variable in the customer’s experience are the emotions associated with a certain touch point, in addition to the detailed process flows ...read more
Design Thinking is taking over the business worldDesign Thinking is currently one of the most popular methods when it comes to systematically creative, customer centric innovation. In combination with the proved core competencies of market research, this approach successfully leads to innovative products and services ...read more
10 new Certified Facilitators Design Thinking for P+MDesign Thinking is conquering the corporate community and poses new challenges for the market research industry! Currently, Design Thinking is probably the most popular method for systematic, creative, and customer-centric innovation development. However, many steps ...read more
An interview with Katja Birke in Pharma RelationsWhy do doctors prescribe our product or why do they prefer our competitor? How do our customers really feel about our brand? And how should we act when a new player enters the market? In her interview with Pharma Relations, Katja Birke talks about the special features ...read more
Understanding through experienceWould you like to know whether your product is well positioned in the market, and how you should prepare it for the future? The structural constellation approach allows you to experience the current position of your product or brand in the market, in comparison to ...read more
Online communities: optimising touch points and customer journeysEvery contact with a brand can be a moment of truth. In order to make the customer experience and customer journey as pleasant as possible, it is essential to identify and control touch points reliably. In their article in the magazine Research & Results, our ...read more
BRAND|VIEW – Do you know your product’s personality?BRAND|VIEW brings your product to life and in an inspiring manner shows you how your brand would master everyday life. This enables you to directly grasp the personality of your brand and to apply that knowledge i.e. to your strategy. What type of questions does ...read more
The ideal pricing strategy for your medicationWhen it comes to high-cost prescription drugs, having an optimal pricing strategy at market entry is a key success factor. But how do you find the right price for your product? In pricing research, Produkt + Markt focuses on a combination of different approaches. ...read more
CX Monitoring: How satisfied are you with your health insurance?Customer experience and customer loyalty play an important role in the highly competitive health insurance industry. How does one dependably keep track of one’s ratings, if possible continuously? In their article in Research & Results, Thomas Winker and Axel ...read more
Deep InsightsSuccessful innovations are not just simply lucky shots. They require hard work and the right kind of inspiration. But how does one find the idea that does not flop after its commercial launch? Online communities provide valuable opportunities to develop new ideas ...read more
More than WordsSometimes traditional surveys just hit the brick wall – especially if consumers are asked to describe their feelings, although the respective situation occurred already a while ago. However, the consumer’s emotional experience is particularly interesting when it ...read more
From Insights to IlluminationWhat is the best method to tap into creative consumers’ potential to generate innovative ideas? One possibility is our online community IN|SPIARY; it combines their creative potential, the stimuli of everyday life, inspiring facilitation and creativity techniques. ...read more
When products find their voiceHas your product ever spoken to you directly? Does it feel well positioned or rather neglected? This notion stretches conventional quantitative and qualitative interview methods to their limits. Structure constellations may help to clear up the situation, since they ...read more
So how do you brush your teeth in the morning?Are you aware of every single move the toothbrush makes in your mouth every morning? You probably won’t be able to answer this question objectively, since we aren’t always aware of our own attitudes and behaviour. This poses a great challenge for market research. ...read more
Successful segmentation with picturesDon’t say it with flowers, say it with pictures. Even market research effectively takes advantage of the fact that a picture is worth a thousand words. Based on a study dealing with Europe’s future, Andreas Jütting and Dr. Michael Koch of Produkt + Markt show in ...read more
VAL|LERYAnyone who wants to convince a group of people needs to know what really moves them. But how can you reach the inner mind of your customers? How do you uncover thoughts and feelings that can be hardly put into words? With VAL|LERY, we have just the right, implicit ...read more
The optimal price in a globally interconnected marketOne product, several countries, competing prices. In this international context, how can one find the optimal price for a globally interconnected market? The tool AlasCaCEO allows you to determine precise, transnational, profit-oriented price corridors on an empirical ...read more
Which flea&tick treatment would you choose?Before customers decide to purchase a product, they encounter many different touch points during their customer journey – also online. When measuring the relevance of those touch points, online touch points often seem to perform much worse than the traditional ones, ...read more
Brilliant ideas do not grow on treesA great idea hardly ever really comes out of nowhere. At the beginning of an innovation or ideation process, there is almost always a fuzzy front end, characterised by qualitative creative techniques. Now, how does such a fuzzy inkling turn into a truly brilliant idea? ...read more
Touch me if you canWebsite, social media, or maybe rather analog letters and circulars? For effective and efficient customer management at B2B enterprises, a fine-tuning of all relevant contact points is becoming more and more important. Successful implementation requires accurately ...read more
Close in on consumer experienceWhy are customers satisfied with a certain product? Satisfaction or dissatisfaction cannot always be attributed to individual criteria; instead they result from a combination of many different aspects. The online tool TouchPointer can help us understand this phenomenon ...read more
Clear, yet ambiguous - Pictures in Brand ResearchIn brand research, pictures present a clear benefit since they can be used to measure motives, attitudes, and emotions implicitly. The catch: Depending on the context, pictures also come with lots of room for interpretation. In spite of all ambiguity, how does one ...read more
Optimisation of Touch-point PortfoliosThe Internet and social media have become some of the most important sources of information in our daily lives, privately as well as professionally. Hence new media are also becoming more and more important as touch-points. But is it worth it to neglect traditional ...read more
Qual and Co-Creation – An inspiring CombinationQualitative market research and co-creation complement each other perfectly; they are, however, completely different disciplines that each require very distinctive skills. When applied properly, they may provide very inspiring insights into the hidden desires and ...read more


Your cookie & privacy settings
This site uses third-party website tracking technologies to provide and continually improve their services.
I agree and may revoke or change my consent to privacy at any time with future effect.