Pharma Market Research: Resources, Roles, Responsibilities & Future Trends

Leading organizations understand the value of using market research to inform their strategic planning and operational tactics across numerous functions. As pharmaceutical, biotechnology and medical device companies evolve, market research in these companies must also evolve and develop new capabilities while refining current ones to support intelligent planning and decision making.

Best Practices, LLC conducted this research project to provide executives and managers working in the market research/business intelligence area with forward-looking insights around critical market research topics. This study provides data on activities, roles, talent development, effectiveness measures around the market research function. The research also identifies recent changes, new directions and best practices in market research that will enable the market research function to continue to provide value.

Industries Profiled:
Professional Services; Health Care; Pharmaceutical; Diagnostic; Medical Device; Research; Biotech; Technology; Manufacturing; Consumer Products; Media; Consulting; Energy


Companies Profiled:
Adler Life Sciences; LLC; Abbott; Charles River; Auxilium; BioChain; Bayer; Boehringer Ingelheim; Inventiv Health; Alcon; Labopharm; Actelion; IRIS; Bausch & Lomb; Cubist Pharmaceuticals; Cephalon; Inc.; CSL Behring; EMD Serono; GlaxoSmithKline; IDS Canada; Ethicon Endo-Surgery Inc.; Galderma; IMS; Medrad; Orion Energy; MSD; Vertex Pharmaceuticals; Ortho-McNeil; Merck; Novo Nordisk; Pfizer; Vistakon; Johnson & Johnson

Study Snapshot

The data for this study was collected utilizing primary research via an online survey that drew 42 representatives from 35 companies in the pharmaceutical, biotechnology and medical device sectors. In addition, six interviews were conducted with selected participants.

Key topics include:

• Market Research Roles & Responsibilities
• Use of Outside Resources
• Market Research Talent Selection & Development
• Metrics & Performance
• Practice Insights on:
  1. Continuum of Activities
  2. Service Orientation
  3. Functions Supported
  4. Talent Management
  5. Innovation
  6. Vendor Relationships
  7. Measurement and Value
  8. Ensuring a Successful Future

Sample Key Findings

Currently, New Product Development and Strategic Planning responsibilities are split between Market Research and other organizations. A strong refocusing on development and planning suggests Market Research’s vital role in strategic decision support.

• More than two-thirds of respondents believe Market Research will balance strategic and tactical work in three to five years. Few believe tactical market research will be the main focus of the function in three to five years.

If you purchase Best Practice Database document(s), you will have 30 days from the date of purchase to apply some or all of the cost of the document(s) toward the cost of a Full Access Individual, Pharma, Group or University Membership. Write us at DatabaseTeam@bestpracticesllc.com or call David Guinn at 919-767-9179 if you have any questions.