Please login to the form below

Not currently logged in

The most viewed healthcare terms

The terms and definitions that have received the most views since we launched the PMliVE Glossary.

  • Moving annual total (MAT)
    The total value of a variable, such as sales figures for a product, over the course of the previous 12 months. This is a rolling yearly sum, so changes at the end of each month with data from the new month added to the total and data from the first month of the period taken away
  • DRIP Framework
    Differentiate - Reinforce - Inform – Pursuade. This is a marketing communications model
  • Equivalent advertising value (EAV)
    EAV is generally used by the Public Relations Industry as a device to measure the advantage to a client from media coverage of a PR campaign
  • Concept development and testing
    A stage in the product (or service) development process where marketers attempt to obtain initial feedback about their ideas from both external and internal stakeholders
  • Marketing cost analysis
    Examining the cost associated with each individual marketing activity to assess the profitability of each
  • Marketing decision support system (MDSS)
    A system used to manipulate a collection of data to interpret and explore potential business scenarios in order to make management decisions
  • Defining Advertising Goals for Measured Advertising Response (DAGMAR)
    Describes a model for planning advertising in such a way that its success can be quantitatively monitored
  • Decision making unit (DMU)
    The team of people in an organisation who make the final buying decision
  • Cost-effectiveness league table (healthcare economics)
    The league table comprises a list of healthcare interventions in ascending order (from low to high) of their incremental cost-effectiveness ratio (ICER). The ICER is frequently expressed as cost per quality adjusted life year (QALY) gained. If the goal of the healthcare system is to generate as many QALYs as possible, then a cost per QALY league table represents a prioritised list of interventions, from high priority (low cost per QALY) to low priority (high cost per QALY)
  • Arm
    In clinical trials, one group of participants (an arm of the trial) receives one treatment (drug) while another arm receives a different treatment or placebo. Most randomised trials have two arms, but some have three or even more
  • Brand reinforcement
    Reassuring current beliefs or attitudes towards a brand. This is often a common advertising objective
  • Baseline
    1. A known value or quantity against which an unknown is compared with, measured or assessed
    2. Information gathered at the beginning of a study from which variations found in the study are measured
    3. The initial time point in a clinical trial, just before a participant starts to receive the experimental treatment.
  • Top-of-mind awareness (TOMA)
    When a company is among the first an individual thinks of when attempting to purchase a specific type of product or service
  • ACE PR Value
    An industry view that the value of PR is 2.5 times more than that of advertising taking into account the high editorial involvement and content
  • Vision
    The theme that articulates the nature of the business and its long-term aims and aspirations based upon how management believes the environment will unfold
  • Efficacy
    The effect of treatment as measured in the controlled environment of a clinical trial. A drug passes efficacy trials if it is effective at the dose tested and against the illness for which it is prescribed.
  • Formulary
    A list of those drugs available for prescription (by NHS Trusts in the UK), reimbursement under a health insurance plan or offered under a capitated or managed care programme, or preferred in a particular clinical setting.
  • Delegate
    A participant at a professional training course, workshop or seminar
  • Cohort
    A group of individuals with some characteristics in common in epidemiology
  • Account management
    The process by which an agency or supplier manages the needs of a client

Featured jobs

Subscribe to our email news alerts


Add my company
mXm Medical Communications

mXm Medical Communications meets the needs of pharmaceutical marketers and medics who require a highly experienced, bespoke service from their...