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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.

  • 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
  • Performance prism
    A framework to manage and measure company performance. The stakeholders of an organisation are addressed, including investors, customers, employees and suppliers
  • Brand extension
    The process by which a company develops new products to be marketed under an existing, well-known brand name 
  • 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
  • Tactical planning
    Breaking down a company's wider strategic plan into more short-term, specific and deliverable tactics
  • Full-service agency
    Agency or consultancy offering clients a complete range of services
  • European Association of Communications Agencies (EACA)
    A Brussels-based organisation the mission of which is to represent full-service advertising and media agencies and agency associations in Europe
  • Competitors
    Companies that sell products or services in the same marketplace as one another
  • Branding ladder

    See Ladder of loyalty

  • 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
  • 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.
  • 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
  • e-Detailing
    The use of computer technology to enhance or bypass the pharmaceutical representative's traditional sales call to healthcare providers
  • 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.
  • 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
  • Single-blind trial
    A study in which one party, either the investigator or participant, is unaware of what medication the participant is taking
  • Cost per thousand (CPM)
    This is a standard measurement used for determining the cost effectiveness for a specific medium or channel. Calculated by dividing the rate or specific advertisement cost by the circulation or number of readers/ users
  • Data processing
    The obtaining, recording and holding of information that can then be retrieved, used, disseminated or erased. The term tends to be used in connection with computer systems
  • Market value added (MVA)
    The difference between the equity market valuation of a company and the capital contributed by investors
  • 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

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