Click here to close now.


@CloudExpo Authors: Pat Romanski, Elizabeth White, Marc Crespi, Carmen Gonzalez, Liz McMillan

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

marcus evans group - marketing sector portal -

The Marketing Network - marcus evans Summits group delivers peer-to-peer information on strategic matters, professional trends and breakthrough innovations.
- LinkedIn:
- YouTube:
- Twitter:
- Slideshare: 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:

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

- Twitter:
- YouTube:
- SlideShare:

Source: marcus evans Summits

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
There are so many tools and techniques for data analytics that even for a data scientist the choices, possible systems, and even the types of data can be daunting. In his session at @ThingsExpo, Chris Harrold, Global CTO for Big Data Solutions for EMC Corporation, will show how to perform a simple, but meaningful analysis of social sentiment data using freely available tools that take only minutes to download and install. Participants will get the download information, scripts, and complete en...
Containers are changing the security landscape for software development and deployment. As with any security solutions, security approaches that work for developers, operations personnel and security professionals is a requirement. In his session at @DevOpsSummit, Kevin Gilpin, CTO and Co-Founder of Conjur, will discuss various security considerations for container-based infrastructure and related DevOps workflows.
Containers are all the rage among developers and web companies, but they also represent two very substantial benefits to larger organizations. First, they have the potential to dramatically accelerate the application lifecycle from software builds and testing to deployment and upgrades. Second they represent the first truly hybrid-approach to consuming infrastructure, allowing organizations to run the same workloads on any cloud, virtual machine or physical server. Together, they represent a ver...
SYS-CON Events announced today that Super Micro Computer, Inc., a global leader in high-performance, high-efficiency server, storage technology and green computing, will exhibit at the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. Supermicro (NASDAQ: SMCI), the leading innovator in high-performance, high-efficiency server technology is a premier provider of advanced server Building Block Solutions® for Data ...
SYS-CON Events announced today the Containers & Microservices Bootcamp, being held November 3-4, 2015, in conjunction with 17th Cloud Expo, @ThingsExpo, and @DevOpsSummit at the Santa Clara Convention Center in Santa Clara, CA. This is your chance to get started with the latest technology in the industry. Combined with real-world scenarios and use cases, the Containers and Microservices Bootcamp, led by Janakiram MSV, a Microsoft Regional Director, will include presentations as well as hands-on...
Between the compelling mockups and specs produced by analysts, and resulting applications built by developers, there exists a gulf where projects fail, costs spiral, and applications disappoint. Methodologies like Agile attempt to address this with intensified communication, with partial success but many limitations. In his session at DevOps Summit, Charles Kendrick, CTO and Chief Architect at Isomorphic Software, will present a revolutionary model enabled by new technologies. Learn how busine...
Interested in leveraging automation technologies and a cloud architecture to make developers more productive? Learn how PaaS can benefit your organization to help you streamline your application development, allow you to use existing infrastructure and improve operational efficiencies. Begin charting your path to PaaS with OpenShift Enterprise.
IT data is typically silo'd by the various tools in place. Unifying all the log, metric and event data in one analytics platform stops finger pointing and provides the end-to-end correlation. Logs, metrics and custom event data can be joined to tell the holistic story of your software and operations. For example, users can correlate code deploys to system performance to application error codes.
Achim Weiss is Chief Executive Officer and co-founder of ProfitBricks. In 1995, he broke off his studies to co-found the web hosting company "Schlund+Partner." The company "Schlund+Partner" later became the 1&1 web hosting product line. From 1995 to 2008, he was the technical director for several important projects: the largest web hosting platform in the world, the second largest DSL platform, a video on-demand delivery network, the largest eMail backend in Europe, and a universal billing syste...
Cloud computing delivers on-demand resources that provide businesses with flexibility and cost-savings. The challenge in moving workloads to the cloud has been the cost and complexity of ensuring the initial and ongoing security and regulatory (PCI, HIPAA, FFIEC) compliance across private and public clouds. Manual security compliance is slow, prone to human error, and represents over 50% of the cost of managing cloud applications. Determining how to automate cloud security compliance is critical...
Containers have changed the mind of IT in DevOps. They enable developers to work with dev, test, stage and production environments identically. Containers provide the right abstraction for microservices and many cloud platforms have integrated them into deployment pipelines. DevOps and containers together help companies achieve their business goals faster and more effectively. In his session at DevOps Summit, Ruslan Synytsky, CEO and Co-founder of Jelastic, will review the current landscape of...
“In the past year we've seen a lot of stabilization of WebRTC. You can now use it in production with a far greater degree of certainty. A lot of the real developments in the past year have been in things like the data channel, which will enable a whole new type of application," explained Peter Dunkley, Technical Director at Acision, in this interview at @ThingsExpo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
As operational failure becomes more acceptable to discuss within the software industry, the necessity for holding constructive, actionable postmortems increases. But most of what we know about postmortems from "pop culture" isn't actually relevant for the software systems we work on and within. In his session at DevOps Summit, J. Paul Reed will look at postmortem pitfalls, techniques, and tools you'll be able to take back to your own environment so they will be able to lay the foundations for h...
The Internet of Everything is re-shaping technology trends–moving away from “request/response” architecture to an “always-on” Streaming Web where data is in constant motion and secure, reliable communication is an absolute necessity. As more and more THINGS go online, the challenges that developers will need to address will only increase exponentially. In his session at @ThingsExpo, Todd Greene, Founder & CEO of PubNub, will explore the current state of IoT connectivity and review key trends an...
As a CIO, are your direct reports IT managers or are they IT leaders? The hard truth is that many IT managers have risen through the ranks based on their technical skills, not their leadership ability. Many are unable to effectively engage and inspire, creating forward momentum in the direction of desired change. Renowned for its approach to leadership and emphasis on their people, organizations increasingly look to our military for insight into these challenges.
Through WebRTC, audio and video communications are being embedded more easily than ever into applications, helping carriers, enterprises and independent software vendors deliver greater functionality to their end users. With today’s business world increasingly focused on outcomes, users’ growing calls for ease of use, and businesses craving smarter, tighter integration, what’s the next step in delivering a richer, more immersive experience? That richer, more fully integrated experience comes ab...
With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo in Silicon Valley. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be! Internet of @ThingsExpo, taking place Nov 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 17th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading in...
DevOps Summit, taking place at the Santa Clara Convention Center in Santa Clara, CA, and Javits Center in New York City, is co-located with 17th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. 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 almost two decades, businesses have discovered great opportunities to engage with customers and even expand revenue through digital systems, including web and mobile applications. Yet, even now, the conversation between the business and the technologists that deliver these systems is strained, in large part due to misaligned objectives. In his session at DevOps Summit, James Urquhart, Senior Vice President of Performance Analytics at SOASTA, Inc., will discuss how measuring user outcomes –...
As-a-service models offer huge opportunities, but also complicate security. It may seem that the easiest way to migrate to a new architectural model is to let others, experts in their field, do the work. This has given rise to many as-a-service models throughout the industry and across the entire technology stack, from software to infrastructure. While this has unlocked huge opportunities to accelerate the deployment of new capabilities or increase economic efficiencies within an organization, i...