Market research is a critical tool for developing the right message for the right audience, but stop and think-what do you really know about the physicians and patients your researchers are talking to. "Conventional market research addresses a physician's rational or higher brain and generally elicits responses that are not a sound guide to either what the physician really means or how he or she is likely to act," says Peter Simpson, president of Segmedica, an industry leader in the application of behavioral science to medical market research. What's needed is a way to look "behind the curtain" of verbal responses and reveal what truly motivates physicians.
This article reviews Segmedica's market research methodology.
Topics covered include:
- Behind the Curtain
- Getting Limbic
- Relationship Segmentation
- Next Step in Pharmaceutical Marketing