commercial marketing research for pharmaceutical products Archives

Why Limit Awareness Trial Usage Surveys (ATUs) to HCPs? Patients and Caregivers Provide Needed Insights

Why Limit Awareness Trial Usage Surveys (ATUs) to HCPs? Patients and Caregivers Provide Needed Insights By Richard Tsai One online glossary defining ATUs (Awareness, Trial, and Usage studies) described them, in part, as “survey[s] to measure consumer awareness, trial, and product usage for a product category and/or brand...” But in a pharma marketing context, it seems as if the participant in the study is almost always presumed to be the prescriber. More than one source researched for this article was written with that assumption. For example, an article on current updates on how ATUs are implemented [...]

Suffering Through the Opioid Crisis: The Language of Chronic Pain

Suffering Through the Opioid Crisis: The Language of Chronic Pain By Claire Harter, MA Market researchers in the pharmaceutical industry need to know their audience - their unmet needs, language, and experiences. Recent research in chronic pain at Inspire reveals the lexicon of chronic pain patients and their experiences with treatment. Pain Management History Documented widespread under-treatment of pain was a major medical health problem prior to the year 2000. The World Health Organization’s Cancer Pain Monograph detailed poor pain management of cancer and post-operative patients in 1986. Multiple publications throughout the 1990s on inadequate assessment [...]