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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.

  • Performance prism
    A framework to manage and measure company performance. The stakeholders of an organisation are addressed, including investors, customers, employees and suppliers
  • Unplanned cannibalisation
    The unintentional loss of sales for an existing company's product following the introduction of a similar product to the market
  • Brand extension
    The process by which a company develops new products to be marketed under an existing, well-known brand name 
  • 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
  • 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
  • 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
  • e-Detailing
    The use of computer technology to enhance or bypass the pharmaceutical representative's traditional sales call to healthcare providers
  • Full-service agency
    Agency or consultancy offering clients a complete range of services
  • Tactical planning
    Breaking down a company's wider strategic plan into more short-term, specific and deliverable tactics
  • 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
  • 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.
  • Competitors
    Companies that sell products or services in the same marketplace as one another
  • 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
  • Single-blind trial
    A study in which one party, either the investigator or participant, is unaware of what medication the participant is taking
  • 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
  • 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.
  • 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
  • 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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Pulsar Healthcare

Pulsar Healthcare is a forward-looking, full-service creative agency, specialising in the pharmaceutical, healthcare and medical device sectors. As such, we...

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