Research alone—secondary, qualitative, or quantitative—is not the answer to a company’s questions about marketing its product. Instead, research informs the decisions made in marketing a product. We map out research projects for our clients with the goal of obtaining reliable information that can be used in the decision-making process. These projects often involve both primary (qualitative or quantitative) and secondary research.

Analysis of Secondary Data

MME excels at the appropriate and useful analysis of secondary data from any source. Our analytical skills in this regard are unrivaled for the development of forecasts, explanatory models, and market assessments. Our analyses of secondary data have been used by clients to plan at every life-cycle stage from product launches to patent loss and to understand the effect of marketing inputs on the sales of products in specific categories and by several courts to understand the dynamics in pharmaceutical markets.

Qualitative Research

MME performs qualitative, one-on-one depth interviews with market decision makers responsible for product evaluation and formulary placement (e.g., payers, pharmacists), the physicians responsible for choosing the product, other professionals involved in product selection and use (such as nurses, hospitalists, etc.), and the patients/patient organizations who will use the product. Qualitative research projects are designed to gather information and gain understanding.

In situations involving multiple decision makers’ inputs that affect the ultimate outcome, MME will interview related parties to understand these interactions and how they result in a decision. Interviews are conducted by MME personnel who are not only trained in this method of research but are also pharmacists or other professionals with clinical experience. We use the information obtained in these interviews to add to the depth of understanding of our analysis of the market, confirm or refute assumptions about the marketplace, identify areas for further exploration, and develop marketing recommendations.

Quantitative Research

Sound research is designed to answer specific questions based on previous work and understanding. Grounded in this principle, MME conducts quantitative market and pricing research that is designed to answer unique strategic and tactical questions. MME uses quantitative research to identify and predict the behavior of specific segments of payers, patients, and/or physicians; to define the response of market decision makers to various factors (including price); to understand patient flow through the health care system; and to determine decision-maker responses to promotion, product, and price differences.

MME believes that it is the interaction of patient, physician, and pharmacist that results in the ultimate response to costs. Developing research that models these effects and predicts market-wide behavior is the foundation of MME’s quantitative pricing research.

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