Inpharmation

Inpharmation specialises in evidence-based market research. If you have a research question, we can identify the survey question (and any modelling of the responses) that will provide you with the best results. And we can quantify the likely noise and bias in the answers you get. So, taking our example of the new product we are forecasting, we know doctors will overestimate how much of the new product they will use. We know the mathematical transformation to remove that bias - and we know how much error (noise) remains after we have done that. Often, however, much better results can be achieved by not asking the obvious question. So, again taking our new product, we would get a more accurate forecast if we described our drug alongside all the competing drugs and then got doctors to rate how much they liked each drug. We can then do some simple modelling with these scores to transform them into market share estimates. This is just one simple example. The point is that whatever you need to know, there is usually an evidence-based approach that produces the best answer and this usually involves not asking the obvious question. The evidence-based approach to pharma market research is explained in detail in the book Principles of Pharmaceutical Market Research: Evidence-based Surveys by Inpharmation's founder, Gary Johnson. If you would like to know more about evidence-based market research or Gary Johnson's book, please fill out the form below.