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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.

  • Customer relationship management (CRM)
    Tracking customer behaviour for the purpose of developing marketing and relationship-building processes that bond the consumer to the brand. Involves the coherent management of contacts and interactions with customers. (This term is often used as if it related purely to the use of IT, but IT should be regarded as a facilitator of CRM)
  • Ad rotation
    Advertising on a website that occupy one banner position and are displayed on rotation
  • Infiltration marketing
    A marketing strategy aimed at infiltrating consumers at a local level, targeting the communities and communications of potential trend setters. This can include a marketer’s use of social media or online forums to engage with customers about a product or service
  • PEEST
    A framework for viewing the macro environment involving the elements: political, economic, environmental, socio-cultural and technological
  • Australian Medical Association (AMA)
    The Australian Medical Association represents the registered medical practitioners (doctors) and medical students of Australia 
  • Prescription Medicines Code of Practice Authority (PMCPA)
    Administers the ABPI Code of Practice independently of the ABPI in the UK. The code covers the promotion of medicines for prescribing to healthcare professionals and the provision of information to the public about prescription only medicines in the UK.
  • Prompted recall
    A subject's ability to recall information about a company's product, advertisement or brand, but only when the subject has been prompted to think about specific elements of the product, advertisement or brand
  • Open observation
    An instance in market research where people know they are being studied by observers
  • Affiliate marketing
    A form of marketing or advertising used on the internet. Companies that sell products or services online link to relevant sites. The advertising on the other or 'affiliate' sites is paid for according to results
  • Market skimming pricing
    A method of pricing involving setting a high initial price for a product to attract buyers with suitable resources who also have a strong want for the product
  • Advocacy and support groups
    Organisations and groups that actively support participants and their families with valuable resources, including self-empowerment and survival tools
  • Utility (pharmacoeconomics)
    A measure of relative satisfaction. In healthcare and pharma this can be the value of an outcome based on the perception of how likely that outcome will happen
  • Prescribing Analysis and Cost (PACT)
    A national data set recording the cost of volume of prescriptions given by GPs. This is used to monitor and control prescribing cost and to set prescribing budgets
  • Cost-effectiveness (in media/advertising)
    A measure of media effectiveness based on a comparison of potential or actual audience and the cost for placement, usually expressed as cost-per-thousand persons viewing
  • Pharmaceutical Pricing Regulation Scheme (PPRS)
    The prices of branded medicines in the NHS are controlled by the Pharmaceutical Price Regulation Scheme (PPRS) negotiated by the UK government with the Association of the British Pharmaceutical Industry (ABPI), as the representative body for those companies supplying the NHS with medicines
  • Value preposition
    The qualities of a good or service to fulfill the needs and wants of a customer
  • Clinical trial

    A clinical trial is a research study into a new therapies, vaccines or new ways of using known treatments to determine the safety and efficacy of a drug before it reaches the public. Clinical trials are also referred to as medical research or research studies.

    Trials are conducted in four phases with an increasing number of patients enrolled at each phase:
    Phase I – involves a small number of participants and tests the actions of the drug in humans
    Phase II – evaluates the drug for a particular indicated use
    Phase III – gathers additional evidence on a drug once preliminary effectiveness has been proved
    Phase IV – ongoing research after the drug has gone to market

  • Market challenger
    A company already holding a major share in the market and competing with the current market leader
  • Data collection
    The process of collecting market research data accomplished through interviewing or surveying
  • Boston matrix
    A product portfolio evaluation tool developed by the Boston Consulting Group, the matrix categorises products into one of four classifications based on market growth and market share. 

    The four classifications are:

    Cash cow – low growth, high market share
    Star – high growth, high market share
    Problem child – high growth, low market share
    Dog – low growth, low market share

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Cello Health Insight is the global market research arm of Cello Health. We are an award-winning agency with over 30...