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The most viewed healthcare terms

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

  • 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
  • Market attractiveness
    A measure of the opportunities a market offers to an organisation, with an acknowledgment of various factors within the market, including growth rate and market size, as well as outside factors such as access to raw materials, competition and industry capacity
  • Competitors
    Companies that sell products or services in the same marketplace as one another
  • Strategic business unit (SBU)
    An entity within a larger firm that works within the overall corporate identity, but serves its own defined external market
  • Placebo effect
    The phenomenon where a person receiving an inactive substance undergoes a physical or emotional change that is not the result of any special property in the substance. These changes can often reflect the expecations of both the participant and the person administering the inactive substance, with a belief that the treatment is effective having a beneficial effect.
  • Penetration pricing
    The use of low pricing for a product to gain as much market share as possible in as quick a time as possible
  • Double-blind trial
    A clinical trial design in which neither the participating individuals nor the study staff know which participants are receiving the experimental drug and which are receiving either placebo or another therapy. Double-blind trials are thought to produce objective results, since the expectations of the doctor and the participant about the experimental drug do not affect the outcome.
  • 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
  • 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
  • European Accreditation Council for CME (EACCME)
    An institution of the UEMS, the EACCME was set up to harmonise and improve the quality of specialist medical care in Europe, pursuing this by ensuring accessibility to quality CME activities 
  • Performance prism
    A framework to manage and measure company performance. The stakeholders of an organisation are addressed, including investors, customers, employees and suppliers
  • e-Detailing
    The use of computer technology to enhance or bypass the pharmaceutical representative's traditional sales call to healthcare providers
  • Grey marketing (also called parallel importing)
    The illicit sale of imported products contrary to the interests of a trademark holder, patent or copyright in the country of sale
  • Economic value added (EVA)
    EVA  (Economic Value Added) is an estimate of true economic profit after making corrective adjustments to Generally Accepted Accounting Principles (GAAP) accounting, including deducting the opportunity cost of equity capital
  • 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
  • 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
  • Reciprocal links
    Two websites both exchanging links with to each other's site
  • 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

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