Welcome!

Cloud Expo Authors: Yeshim Deniz, Greg Ness, Elizabeth White, Pat Romanski, Carmen Gonzalez

News Feed Item

Pharmaceutical Marketing in an Era of Continuous Change

Rosangela Checchia, Chief Executive Officer, Checon Pesquisa,

New York, NY, May 16, 2012 - (ACN Newswire) - "We live in an environment of continuous change and unlimited access to knowledge. Given the regulatory issues, constraints and ethical aspects involved in the pharmaceutical industry, knowing how to act in this reality is critical," says Rosangela Checchia, Chief Executive Officer, Checon Pesquisa. There are new metrics in the market that can help pharmaceutical marketing executives overcome some of these challenges, increase profitability and become more accurate in decision-making, she adds.

From a research and consulting agency at the marcus evans PharmaBrand Summit 2012, in Munich, Germany, 11 - 13 June, Checchia shares her insights into pharmaceutical product marketing and how eye-tracking technologies can be effective in this arena.

- What would help pharmaceutical marketers make better decisions?

We live in very dynamic times, with the Internet and social media networks creating an environment of continuous change and unlimited access to information. Knowing how toact in this new reality is a challenge to all business areas, especially the pharmaceutical industry. In the BRIC countries, especially Brazil, organisations must understand the new Brazilian consumer, who is more educated, optimistic, affluent, informed and connected to the world than before, and therefore more demanding. New market research has made important contributions for more accurate decision-making.

- How can eye-tracking technology help pharmaceutical marketing be more effective?

This is an innovative measurement process with many possible applications. By examining fixations, saccades, pupil dilation, blinks and a variety of other behaviours, researchers can determine the effectiveness of a given medium or product.

Itis a considerable advantage to know what information has actually been perceived in graphic pieces, websites, portals, blogs, newspaper advertisements or publications, films, TV commercials, package designs or shelf displays. It is now possible to measure the retention time of someone's gaze and the sequence of images and content that is perceived and assimilated. This provides a huge step forward for the marketer to transcend from the realm of assumption (and guesswork) to that of highly precise and reliable measurement. Even information comprehension can be measured, signalling and indicating where there is a need for clearer and more objective language. All of these innovative results can add significant value to product and brand management, by providing insights into emotional responses and reactions.

- What initiatives work at establishing brand loyalty? What are consumers looking for?

Nowadays consumers take the quality of pharmaceutical products for granted. Prices must be within reason for companies to achieve their sales targets, but given the increasing commoditisation of products, brand importance has increased.

There is no magic formula for achieving brand loyalty or increasing market share, but new market research certainly helps us understand the different realities, cultures and needs (of countries, types of patients and communities) and provides us with a deeper understanding of all those involved in the relationship. Understanding and listeningto clients helps build loyalty, but this takes time, directed communication and research efforts on a broad spectrum.

We are beyond the era of asking, measuring and analysing. The future is about listening, co-creating and measuring emotions.


About the PharmaBrand Summit 2012

This unique forum will take place at the Four Seasons Kempinski Hotel, Munich, Germany, 11 - 13 June 2012. Offering much more than any conference, exhibition or trade show, this exclusive meeting will bring together esteemed industry thought leaders and solution providers to a highly focused and interactive networking event. The Summit includes presentations and discussion panels on the future of healthcare, digital marketing and stakeholder engagement that bring insight from pharma, medtech and biotech marketers, payer and patient perspectives, as well as out-of-industry case studies. For more information please send an email to [email protected] or visit the event website at www.pharmabrandeurope.com/RosangelaChecchiaInterview

marcus evans group - marketing sector portal - http://bit.ly/a0XVaF

The Marketing Network - marcus evans Summits group delivers peer-to-peer information on strategic matters, professional trends and breakthrough innovations.
- LinkedIn: www.linkedin.com/groups?mostPopular=&gid=3379860&trk=myg_ugrp_ovr
- YouTube: www.youtube.com/user/MarcusEvansMarketing
- Twitter: www.twitter.com/meSummitsMkt
- Slideshare: www.slideshare.net/MarcusEvansMarketing Please note that the Summit is a closed business event and the number of participants strictly limited.

About Checon Pesquisa

Established in 1992, certified ISO 20.252 with international accreditation, Checon Pesquisa is a full-service research and consulting agency. We help companies achieve financial gain through a deep understanding of customers, channel partners and employees, blending the best science, innovative technology and business expertise to generate high quality survey data.We have our own focus groups and CATI facilities and eye tracker. For more information: www.checonpesquisa.com.br.

About marcus evans Summits

marcus evans Summits are high level business forums for the world's leading decision-makers to meet, learn and discuss strategies and solutions. Held at exclusive locations around the world, these events provide attendees with a unique opportunity to individually tailor their schedules of keynote presentations, think tanks, seminars and one-on-one business meetings. For more information, please visit www.marcusevans.com.

- Twitter: www.twitter.com/meSummitsGlobal
- YouTube: www.youtube.com/user/MarcusEvansGroup
- SlideShare: www.slideshare.net/MarcusEvansSummits

Source: marcus evans Summits

Contact:
Sarin Kouyoumdjian-Gurunlian
Press Manager, marcus evans, Summits Division
Tel: + 357 22 849 313
Email: [email protected]




Copyright 2012 ACN Newswire. All rights reserved.

More Stories By ACN Newswire

Copyright 2008 ACN Newswire. All rights reserved. Republication or redistribution of ACN Newswire content is expressly prohibited without the prior written consent of ACN Newswire. ACN Newswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

@CloudExpo Stories
The definition of IoT is not new, in fact it’s been around for over a decade. What has changed is the public's awareness that the technology we use on a daily basis has caught up on the vision of an always on, always connected world. If you look into the details of what comprises the IoT, you’ll see that it includes everything from cloud computing, Big Data analytics, “Things,” Web communication, applications, network, storage, etc. It is essentially including everything connected online from ha...
We are all here because we are sold on the transformative promise of The Cloud. But what good is all of this ephemeral, on-demand infrastructure if your usage doesn't actually improve the agility and speed of your business? How must Operations adapt in order to avoid stifling your Cloud initiative? In his session at DevOps Summit, Damon Edwards, co-founder and managing partner of the DTO Solutions, will highlight the successful organizational, process, and tooling patterns of high-performing c...
Software-driven innovation is becoming a primary approach to how businesses create and deliver new value to customers. A survey of 400 business and IT executives by the IBM Institute for Business Value showed businesses that are more effective at software delivery are also more profitable than their peers nearly 70 percent of the time (1). DevOps provides a way for businesses to remain competitive, applying lean and agile principles to software development to speed the delivery of software that ...
Docker offers a new, lightweight approach to application portability. Applications are shipped using a common container format and managed with a high-level API. Their processes run within isolated namespaces that abstract the operating environment independently of the distribution, versions, network setup, and other details of this environment. This "containerization" has often been nicknamed "the new virtualization." But containers are more than lightweight virtual machines. Beyond their small...
The move in recent years to cloud computing services and architectures has added significant pace to the application development and deployment environment. When enterprise IT can spin up large computing instances in just minutes, developers can also design and deploy in small time frames that were unimaginable a few years ago. The consequent move toward lean, agile, and fast development leads to the need for the development and operations sides to work very closely together. Thus, DevOps become...
Cloud Expo 2014 TV commercials will feature @ThingsExpo, which was launched in June, 2014 at New York City's Javits Center as the largest 'Internet of Things' event in the world.

ARMONK, N.Y., Nov. 20, 2014 /PRNewswire/ --  IBM (NYSE: IBM) today announced that it is bringing a greater level of control, security and flexibility to cloud-based application development and delivery with a single-tenant version of Bluemix, IBM's

An entirely new security model is needed for the Internet of Things, or is it? Can we save some old and tested controls for this new and different environment? In his session at @ThingsExpo, New York's at the Javits Center, Davi Ottenheimer, EMC Senior Director of Trust, reviewed hands-on lessons with IoT devices and reveal a new risk balance you might not expect. Davi Ottenheimer, EMC Senior Director of Trust, has more than nineteen years' experience managing global security operations and asse...
The major cloud platforms defy a simple, side-by-side analysis. Each of the major IaaS public-cloud platforms offers their own unique strengths and functionality. Options for on-site private cloud are diverse as well, and must be designed and deployed while taking existing legacy architecture and infrastructure into account. Then the reality is that most enterprises are embarking on a hybrid cloud strategy and programs. In this Power Panel at 15th Cloud Expo (http://www.CloudComputingExpo.com...
Explosive growth in connected devices. Enormous amounts of data for collection and analysis. Critical use of data for split-second decision making and actionable information. All three are factors in making the Internet of Things a reality. Yet, any one factor would have an IT organization pondering its infrastructure strategy. How should your organization enhance its IT framework to enable an Internet of Things implementation? In his session at Internet of @ThingsExpo, James Kirkland, Chief Ar...
Leysin American School is an exclusive, private boarding school located in Leysin, Switzerland. Leysin selected an OpenStack-powered, private cloud as a service to manage multiple applications and provide development environments for students across the institution. Seeking to meet rigid data sovereignty and data integrity requirements while offering flexible, on-demand cloud resources to users, Leysin identified OpenStack as the clear choice to round out the school's cloud strategy. Additional...
The security devil is always in the details of the attack: the ones you've endured, the ones you prepare yourself to fend off, and the ones that, you fear, will catch you completely unaware and defenseless. The Internet of Things (IoT) is nothing if not an endless proliferation of details. It's the vision of a world in which continuous Internet connectivity and addressability is embedded into a growing range of human artifacts, into the natural world, and even into our smartphones, appliances, a...
Technology is enabling a new approach to collecting and using data. This approach, commonly referred to as the "Internet of Things" (IoT), enables businesses to use real-time data from all sorts of things including machines, devices and sensors to make better decisions, improve customer service, and lower the risk in the creation of new revenue opportunities. In his General Session at Internet of @ThingsExpo, Dave Wagstaff, Vice President and Chief Architect at BSQUARE Corporation, discuss the ...
"BSQUARE is in the business of selling software solutions for smart connected devices. It's obvious that IoT has moved from being a technology to being a fundamental part of business, and in the last 18 months people have said let's figure out how to do it and let's put some focus on it, " explained Dave Wagstaff, VP & Chief Architect, at BSQUARE Corporation, in this SYS-CON.tv interview at @ThingsExpo, held Nov 4-6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
The 4th International DevOps Summit, co-located with16th International Cloud Expo – being held June 9-11, 2015, at the Javits Center in New York City, NY – announces that its Call for Papers is now open. Born out of proven success in agile development, cloud computing, and process automation, DevOps is a macro trend you cannot afford to miss. From showcase success stories from early adopters and web-scale businesses, DevOps is expanding to organizations of all sizes, including the world's large...
Verizon Enterprise Solutions is simplifying the cloud-purchasing experience for its clients, with the launch of Verizon Cloud Marketplace, a key foundational component of the company's robust ecosystem of enterprise-class technologies. The online storefront will initially feature pre-built cloud-based services from AppDynamics, Hitachi Data Systems, Juniper Networks, PfSense and Tervela. Available globally to enterprises using Verizon Cloud, Verizon Cloud Marketplace provides a one-stop shop fo...
"Our premise is Docker is not enough. That's not a bad thing - we actually love Docker. At ActiveState all our products are based on open source technology and Docker is an up-and-coming piece of open source technology," explained Bart Copeland, President & CEO of ActiveState Software, in this SYS-CON.tv interview at DevOps Summit at Cloud Expo®, held Nov 4-6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
DevOps Summit 2015 New York, co-located with the 16th International Cloud Expo - to be held June 9-11, 2015, at the Javits Center in New York City, NY - announces that it is now accepting Keynote Proposals. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to wait for long development cycles that produce software that is obsolete...
Infor has announced a new feature Infor CloudSuite™ Aerospace & Defense (A&D) to aid compliance with International Traffic in Arms Regulations (ITAR). The ITAR function will serve as a complementary function for new or existing Infor CloudSuite A&D customers, to facilitate compliance for Infor customers that are creating a US defense article or performing a US defense service and wish to benefit from cloud-services. The ITAR regulation serves to manage handling and access requirements for dat...
What do a firewall and a fortress have in common? They are no longer strong enough to protect the valuables housed inside. Like the walls of an old fortress, the cracks in the firewall are allowing the bad guys to slip in - unannounced and unnoticed. By the time these thieves get in, the damage is already done and the network is already compromised. Intellectual property is easily slipped out the back door leaving no trace of forced entry. If we want to reign in on these cybercriminals, it's hig...