Healthcare White Papers
Synovate Healthcare global experts discuss challenges, market conditions and innovative marketing techniques for the pharmaceutical and medical device industries.
A Meeting of Worlds
By Sarah Blakeston & Elizabeth Armstrong
When it comes to brand management, pharmaceutical marketing has advanced in leaps and bounds. Gone are the days when the medical profession was seen as a pillar of rationality, its decisions based purely upon the rational and scientific, on the differentiation of products alone.
The Type 2 Diabetes Pandemic and the Race for the Optimal Treatment
By Federico Gallo, Ph.D
Type II diabetes, a pathology associated with an unhealthy sedentary lifestyle, is spreading
out of control across both industrialised and emerging countries.
With this white paper we want to offer not only a review of the causes and the available treatments
for this metabolic condition, but also an up-to- date evaluation of the global burden inflicted by
this disease and the vast research effort by pharmaceutical and biotech companies.
Oncology: The Disease, the Dynamics and the Difficulties of Global Marketing Research
By Jackie Ilacqua
The World Health Organisation estimates that the incidence of Cancer could increase by 50% to 15 million cases by the year 2020. To put that into context, that is nearly the entire population of the Netherlands. Each and every one of us will likely be impacted by Cancer in some way during our lifetime.
Brand Positioning Framework White Paper
By Bob Douglas & Greg Chu
More than 30 years after Trout and Reis published their seminal work on positioning; this important concept has become a bedrock of marketing thinking across virtually all industries. Dedicated to the pursuit of blockbusters and wedded to the notion that physicians and medical practice are guided by purely rational decision-making, the pharmaceutical industry was relatively slow to embrace the positioning concept.
