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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.

  • Strategic business unit (SBU)
    An entity within a larger firm that works within the overall corporate identity, but serves its own defined external market
  • Emotional selling preposition (ESP)
    The unique associations established by consumers with particular products. For example, the emotional response to certain car marques ensures their continual success, even though other makers may offer superior performance at the same price
  • Unplanned cannibalisation
    The unintentional loss of sales for an existing company's product following the introduction of a similar product to the market
  • Branding ladder

    See Ladder of loyalty

  • Tactical planning
    Breaking down a company's wider strategic plan into more short-term, specific and deliverable tactics
  • 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.
  • Brand management
    The process by which marketers attempt to optimise the marketing mix for a specific brand
  • Food And Drug Administration (FDA)
    The US Department of Health and Human Services agency responsible for ensuring the safety and effectiveness of all drugs, vaccines and medical devices
  • 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
  • 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
  • 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
  • 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
  • Behavioural targeting
    A digital marketing term used to refer to the technology employed to target users with advertisements based on previous browsing behaviour and patterns 
  • Media planning
    Researching and reviewing the most appropriate mediums on which to advertise, and how best to take advantage of their various formants 
  • 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
  • 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
  • Competitors
    Companies that sell products or services in the same marketplace as one another
  • Management by objectives (MBO)
    An evaluation and control system whereby each management function is required to define the objectives it is set to achieve. These are cascaded down through individual members of the team who set their own objectives which are necessary for them to contribute to the achievement of their function head / line manager's objectives and are agreed by them. Progress is reviewed and monitored at regular intervals
  • 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.

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