Buying Process
The buying process study is very important to know the customer's behaviour. It requires both qualitative and quantitative methodologies in order to validate the results.
In the pharmaceutical industry the following parameters are detected:
- Disease origin
- Diagnostic tools
- Treatment evaluation
- Therapeutic class election
- Brand election
- Compliance
In-depth knowledge of each of these stages most be gained in order to identify the variables that influence decision making from customers and develop the most adecuate marketing strategy.
Example:
Buying Process: Specialist physicians
Newly-diagnosed patiants, base of 129 patients / month / MD
