CHAPEL HILL, N.C., Oct. 1 /PRNewswire/ — The pharmaceutical and
biotechnology sectors have long turned to the market research
function to help organizations navigate the competitive landscape.
As the marketplace has evolved, leading organizations have learned
that the market research function needs to change as well.
Specifically, effective market research groups are shifting from
the traditional tactically focused function to one involved with
shaping strategic objectives for key commercial groups. To meet
this new need, market research groups will increasingly use new and
innovative tools such as Webcams for interviewing physicians
in-office, social media/Web analytics, and Webcast focus groups,
according to new research from Best Practices, LLC.
“Market Research:
Impending Challenges and Changes to a Core Pharmaceutical
Function” highlights how market research leaders will
balance tactical and strategic activities to best serve
internal customers like new product planning and strategy, which
are two areas where market research leaders anticipate providing
more support in the future, according to the report.
Other timely topics in the written report include:
- Developing staff and optimizing structure
- Managing vendors and outsourcing
- Demonstrating the value of market research
This study provides data on activities, roles, talent
development, and effectiveness measures around the market research
function. The research also identifies recent changes, new
directions and best practices that will enable the market research
function to continue to provide value. “At the end of the day, we
shouldn’t be looked at as support people; we should be looked at as
strategy partners. We’re seeking to help them realize their goals.
That’s what we should be focused on,” said one Market Research
director who participated in
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