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Best Practice Database
Market Research, Analytics and Forecasting » Building Influence and Enhancing Business Value
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The pharmaceutical marketplace is increasingly payer driven and access is now clearly the main domain of the managed markets sector. It has become essential for the pharma industry to effectively use the market research function to understand the needs and interests of payers. Best Practices, LLC conducted this research to understand the changing roles and trends of the market research function related to managed markets work. The study examines the types of managed markets research activities conducted prelaunch, the primary role of market research (and other functions) in managed markets research activities and trends in the use of market research for managed markets insights. The study observations, best practices and insights will help companies evolve their market research function to gain payer access and insights around pharmaceutical products.
The data for this study was collected using a quantitative survey and field interviews with 11 managers and executives representing managed markets or market research functions at leading pharmaceutical and biotech companies.