A guide to better pharma demand research

There are more drugs in development today than ever before. At the same time, drug development costs are rising while average revenues fall. Against this turbulent backdrop, pharma companies are challenged to maximise pipeline potential while limiting financial risk. 

Demand research is fundamental to meeting this unprecedented need for guidance. However, while demand studies are powerful tools that can help companies avoid large and costly mistakes, they also have the potential to produce misleading results.

In this paper, we outline three essential steps that market researchers and pharma companies can take to avoid this danger – and, instead, optimise the quality, reliability and longevity of their demand research results:

• Step 1: Get market representation right.
• Step 2: Understand and address share inflation.
• Step 3: Look at the bigger picture.

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