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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.

  • 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
  • Strategic business unit (SBU)
    An entity within a larger firm that works within the overall corporate identity, but serves its own defined external market
  • 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
  • Tactical planning
    Breaking down a company's wider strategic plan into more short-term, specific and deliverable tactics
  • Brand management
    The process by which marketers attempt to optimise the marketing mix for a specific brand
  • e-Detailing
    The use of computer technology to enhance or bypass the pharmaceutical representative's traditional sales call to healthcare providers
  • 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

  • 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
  • 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.
  • Competitors
    Companies that sell products or services in the same marketplace as one another
  • 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
  • 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
  • Responsiveness
    The extent to which a quality-of-life instrument can detect small but clinically important changes
  • 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
  • Fair balance
    In direct-to-consumer (DTC) advertising, fair balance refers to the presentation of accurate and fair assessment of the risks, as well as the benefits of the drug
  • Market value added (MVA)
    The difference between the equity market valuation of a company and the capital contributed by investors
  • 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
  • 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 
  • Full-service agency
    Agency or consultancy offering clients a complete range of services

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