Pharmaceutical Marketing                                     in an Era of Continuous Change                               ...
About the PharmaBrand Summit 2012  The      Marketing     Network         –  marcus evans Summits group                  O...
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Pharmaceutical Marketing in an Era of Continuous Change - Rosangela Checchia, Checon Pesquisa


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Rosangela Checchia of Checon Pesquisa, a sponsor company at the marcus evans PharmaBrand Summit 2012, on utilising eye-tracking technologies in pharmaceutical product marketing.
Interview with: Rosangela Checchia, Chief Executive Officer, Checon Pesquisa

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Pharmaceutical Marketing in an Era of Continuous Change - Rosangela Checchia, Checon Pesquisa

  1. 1. Pharmaceutical Marketing in an Era of Continuous Change new reality is a challenge to all business What initiatives work at areas, especially the pharmaceutical establishing brand loyalty? What industry. In the BRIC countries, are consumers looking for? especially Brazil, organisations must understand the new Brazilian consumer, Nowadays consumers take the quality of who is more educated, optimistic, pharmaceutical products for granted. affluent, informed and connected to the Prices must be within reason for world than before, and therefore more companies to achieve their sales demanding. New market research has targets, but given the increasing made important contributions for more commoditisation of products, brand accurate decision-making. importance has increased. How can eye-tracking technology There is no magic formula for achievingInterview with: Rosangela help pharmaceutical marketing be brand loyalty or increasing marketChecchia, Chief Executive Officer, more effective? share, but new market researchChecon Pesquisa certainly helps us understand the This is an innovative measurement different realities, cultures and needs process with many possible applications. (of countries, types of patients and“We live in an environment of By examining fixations, saccades, pupil communities) and provides us with acontinuous change and unlimited access dilation, blinks and a variety of other deeper understanding of all thoseto knowledge. Given the regulatory behaviours, researchers can determine involved in the relationship.issues, constraints and ethical aspects the effectiveness of a given medium or Understanding and listening to clientsinvolved in the pharmaceutical industry, product. helps build loyalty, but this takes time,knowing how to act in this reality is directed communication and researchcritical,” says Rosangela Checchia, Chief It is a considerable advantage to know efforts on a broad spectrum.Executive Officer, Checon Pesquisa. what information has actually beenThere are new metrics in the market perceived in graphic pieces, websites, We are beyond the era of asking,that can help pharmaceutical portals, blogs, newspaper measuring and analysing. The future ismarketing executives overcome some advertisements or publications, films, about listening, co -creating andof these challenges, increase TV commercials, package designs or measuring emotions.profitability and become more accurate shelf displays. It is now possible toin decision-making, she adds. measure th e retention time of someone’s gaze and the sequence ofFrom a research and consulting agency images and content that is perceived This helpsat the marcus evans PharmaBrand and assimilated.Summit 2012, Checchia shares her marketersinsights into pharmaceutical product This provides a huge step forward formarketing and how eye-tracking the marketer to transcend from the transcend fromtechnologies can be effective in this realm of assumption (and guesswork) toarena. that of highly precise and reliable the realm of measurement. Even informationWhat would help pharmaceutical comprehension can be measured, assumption to thatmarketers make better decisions? signalling and indicating where there is a need for clearer and more objective of highly preciseWe live in very dynamic times, with the language. All of these innovative resultsInternet and social media networks can add significant value to product and and reliablecreating an environment of continuous brand management, by providingchange and unlimited access to insights into emotional responses and measurementinformation. Knowing how to act in this reactions.
  2. 2. About the PharmaBrand Summit 2012 The Marketing Network – marcus evans Summits group Offering much more than any conference, exhibition or trade show, this exclusive delivers peer-to-peer information meeting will bring together esteemed industry thought leaders and solution on strategic matters, professional providers to a highly focused and interactive networking event. The Summit trends and breakthrough includes presentations and discussion panels on the future of healthcare, digital innovations. 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. Contact Please note that the Summit is a closed business event and the Sarin Kouyoumdjian-Gurunlian, Press Manager, marcus evans, Summits number of participants strictly Division limited. Tel: + 357 22 849 313 Email: For more information please send an email to All rights reserved. The above content may be republished or reproduced. Kindly inform us by sending an email to press@marcusevanscy.comAbout Checon PesquisaEstablished in 1992, certified ISO 20.252 with international accreditation, Checon Pesquisa is a full-service research and consultingagency. 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 ownfocus groups and CATI facilities and eye tracker.For more information: marcus evans Summitsmarcus evans Summits are high level business forums for the world’s leading decision-makers to meet, learn and discussstrategies and solutions. Held at exclusive locations around the world, these events provide attendees with a unique opportunity toindividually tailor their schedules of keynote presentations, think tanks, seminars and one-to-one business meetings.For more information, please visit: www.marcusevans.comUpcoming EventsB2B Marketing Summit (North America) - www.b2bmarketing-summit.comB2C Marketing Summit (North America) - www.b2cmarketing-summit.comCMO Asia Summit - www.cmoasiasummit.comCMO Summit (Australia & New Zealand) - www.cmoanzsummit.comPharmaMarketing Summit (North America) - www.pharmamarketingsummit.comTo view the web version of this interview, please click here: