Kantar Health Blog

Positioning the market researcher for a brighter future

by Mike Kelly | Oct 3, 2012
Mike Kelly

As I’m coming to the end of my term as president of PMRG and am on the verge of turning over the presidency to the very able Elizabeth Jeffords of Genentech, I couldn’t be more excited about the state of the organization or the function of the market researcher as a whole.

PMRG has made great strides in providing networking opportunities and advocating for the profession, but it’s the improvement in quality of educational content that is most remarkable. Congratulations to Rob Faulstich of Daiichi Sankyo and the entire Education Committee on putting together an outstanding agenda for the upcoming PMRG Institute, “Getting ahead of the Curve.” Early signs are that we will have a record number of attendees and significant growth in our client numbers. If you are on the fence about attending, this is not one to miss!

Despite tenor to the contrary, the future of the market researcher is bright. We are all feeling the impact of reductions in market research budgets, and it is clear that our role as researchers is rapidly changing. Our ability to focus on the areas of highest need, collaborate with colleagues across function and integrate our skills to broader business issues will be essential to our future success. Everyone is aware of the growing need to substantiate the value proposition of our brands. This need must be a mindset that carries through in all the work we do.

The market researcher brings forward the best analytical methods to support pricing and reimbursement research; advanced qualitative techniques to better anticipate payer behaviors; and a research approach to measure the growing involvement of patients―and their resulting health outcomes―in treatment decisions. The market researcher is well positioned to be a major contributor in these growing areas if we can develop deeper partnerships with our internal colleagues in market access and HEOR. And these partnerships need to extend to colleagues in growth therapeutic areas, like oncology, and in emerging geographies.

The market researcher has much to contribute as the industry transforms, and this is the foundation for the 2013 ANC theme: “Evolve and Thrive.” The spring conference has been in development for 18 months; it was formed from the submission that Novartis’ Dean Kameros put forward on his application for Director-at-Large and has been built upon by our incredible Program Committee. This conference will challenge all of us to think differently about ourselves, our experiences and our role in our respective organizations.

Taken in combination with this year’s PMRG Institute, it will provide the foundation to help the market researcher lead our companies through this transformation.

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