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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.

  • Competitors
    Companies that sell products or services in the same marketplace as one another
  • Tactical planning
    Breaking down a company's wider strategic plan into more short-term, specific and deliverable tactics
  • 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
  • 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.
  • 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
  • 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 
  • 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
  • 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
  • Strategic business unit (SBU)
    An entity within a larger firm that works within the overall corporate identity, but serves its own defined external market
  • 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
  • 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
  • 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
  • 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
  • Reciprocal links
    Two websites both exchanging links with to each other's site
  • 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
  • e-Detailing
    The use of computer technology to enhance or bypass the pharmaceutical representative's traditional sales call to healthcare providers
  • Generic medicine
    Generic medicines are drugs marketed without a brand name. A generic medicine is marketed in accordance with patent law after the patent of the original product expires. It contains the same active substance as the original brand name medicinal product and is identified either by its own brand name (branded generic) or by its internationally approved proprietary scientific (generic) name
  • Brand extension
    The process by which a company develops new products to be marketed under an existing, well-known brand name 
  • Focus groups
    A tool for market research where small groups of customers are invited to participate in guided discussions on the topic being researched  

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Waggener Edstrom

Waggener Edstrom’s global and European healthcare hub is based in London, and works with experienced teams across the globe; teams...