The most viewed healthcare terms
The terms and definitions that have received the most views since we launched the PMliVE Glossary.
- Internal marketing
A process occurring within an organisation where employees at all management levels are encouraged to support and promote the organisation's goals, delivering the most effective experience for customers. This can include increasing understanding of business strategy and raising awareness of the company’s products and services
- Recall test
Evaluating the effectiveness of a company's advertising campaign by asking members of the campaign's target audience to recall advertising messages they may have read, heard or viewed
A method of analysis combining geographic and demographic variables
- Guerrilla marketing
The strategy of targeting small and specialised customer groups in such a way that bigger companies will not find it worthwhile to retaliate
- Tactical planning
Breaking down a company's wider strategic plan into more short-term, specific and deliverable tactics
- Clinical trial enrolment
The act of signing up participants into a study. Generally this process involves evaluating a participant with respect to the eligibility criteria of the study and going through the informed consent process
- Likert scale
In a market research questionnaire, a scaling technique that measures how much a respondent 'agrees' or 'disagrees' with a statement. A scale will have an odd number of choices, and an equal amount of options either side of a 'neutral' response.
- Contextual marketing
A digital marketing term, in its simplest form contextual marketing shows a user adverts based on terms for which they have searched. More advanced applications pull adverts based on the content of a website being viewed, or on an individual's browsing habits
- Brand extension
The process by which a company develops new products to be marketed under an existing, well-known brand name
- Customer focus
The organisational orientation that focuses on satisfying the needs of potential and actual customers. Customer focus is considered a key element of business success
- Generic medicine
Generic medicines are drugs marketed without a brand name. A generic medicine is marketed in accordance with patent law after the patent of the original product expires. It contains the same active substance as the original brand name medicinal product and is identified either by its own brand name (branded generic) or by its internationally approved proprietary scientific (generic) name
- Database marketing
Where customer information, stored in an electronic database, is used for targeting marketing activities. Information can be a mixture of what is gleaned from previous interactions with the customer and what is available from outside sources.
See also Customer relationship management
- Global Health Index
An index of health status that combines all aspects of patient functioning into a single number
Ensuring that products and services have a unique element to allow them to stand out from the rest
- Porter's 'Five Forces'
A model for industry analysis and business strategy development developed by Michael E Porter of Harvard Business School professor, Michael E Porter. The five forces the model bases its analysis around are buyers, suppliers, substitutes, new entrants and rivals
An incentive for a customer to commit to a purchase, eg 'special offers'
- Focus groups
A tool for market research where small groups of customers are invited to participate in guided discussions on the topic being researched
- Collateral PR
Materials such as a brochure or printed information about a company. Often support media packs and therefore maintain links with the primary source
- Critical success factors
Aspects of a business deemed as central to the success of the organisation, and critical if targets are to be reached and maintained. The identification and strengthening of such factors may be similar to identifying core competences, and is considered an essential element in achieving and maintaining competitive advantage
- Business strategy
The means by which a business works towards achieving its stated aims