ATLANTA, Ga. /eNewsChannels/ — CMI, a full-service marketing research company, has been chosen for the second consecutive year to present a session at The Fourth Annual Meeting of the PMRG Institute in Boston, MA on Oct. 24-26, 2010. The theme for this year’s conference is “Navigating Healthcare’s Shifting Currents: Essential Techniques for the Healthcare Marketing Researcher.”
Where: The Westin Boston Waterfront in Boston, MA.
When: Tuesday, October 26, 2010.
What: CMI’s Laura Winn Johnson will present “A 360 Degree View of Adherence: Using Ethnography to Identify New Opportunities for Pharmaceutical Brands.”
The path to greater brand resonance requires marketers to develop a deeper and more comprehensive understanding of their consumer’s “lens on life.” To develop innovative solutions for compliance and adherence, marketers must make a clear connection between their product and all of the ways a particular condition or disease affects how users think about themselves and their experiences. This comprehensive 360-degree view enables more innovative solutions for the brand by providing answers to critical questions, using real examples from a wide range of therapeutic categories and a case study based on ethnographic research with pharmaceutical companies.
Johnson’s presentation outlines the key benefits of a broad observational framework for the pharmaceutical industry with compelling applications across therapeutic categories, and reviews how four key considerations can impact the design of any ethnographic study in your category:
* How self-observation can help respondents be ethnographer’s “eyes and ears.”
* How longitudinal observation can deliver a more authentic view of someone’s adherence challenges.
* How mixing multiple methods can leverage the strengths of each individual method.
* How new technology can provide a more robust 360-degree view.
CMI is a full-service marketing research company that helps clients understand target customers in the context of their world – the choices they make and why – to prioritize resources and generate growth. Since 1989, CMI has delivered unique solutions to uncover opportunities, optimize marketing strategies, and improve performance for clients in consumer and B2B markets. CMI’s experienced team of market research consultants leverages a wide range of qualitative and quantitative methods and technologies to translate research into insights and insights into actions.
CMI serves primarily Fortune 1000 clients. The company is ranked on the Honomichl Top 50 list of the country’s largest marketing research organizations, as well as the Inside Research top 10 fastest growing marketing research firms in the U.S. For more information about CMI, visit www.cmiresearch.com .
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