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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.

  • Affinity marketing
    Marketing targeted at individuals sharing common interests that predispose them towards a product, eg, a company marketing a calcium antagonist through a specialist cardiology journal. 
    Also, a campaign jointly sponsored by a number of disparate organisations that are non-competitive but have a common interest
  • Respondent fatigue
    The tendency for respondents in a research project to lose interest if the study takes a great length of time to complete
  • Value preposition
    The qualities of a good or service to fulfill the needs and wants of a customer
  • Editorial
    Written content, eg, statement of opinion from an author about a specific subject or news coverage 
  • Alpha/beta testing
    Systems for checking the likely success of a new product. Alpha relates to the internal testing and beta to the tests carried out in the marketplace
  • 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
  • Above the fold
    Originally applied to printed media, the term is used to indicate whether a banner ad or other content is displayed on a web page without the need to scroll. In the event of adverts, appearing above the fold is more likely to give higher clickthrough rates. The location of 'the fold' within the web browser is dependent on the screen resolution of the user's computer
  • Adherence
    The percentage of doses of a drug taken correctly, as prescribed, for the required period of time, adherence is a combination of compliance and persistence, ie, the correct self-administration of treatment for the study period or treatment duration. The patient makes an informed decision about treatment and agrees this with the physician.
  • Logistics
    The process behind the movement of goods from manufacturer to customer. Includes a guide to planning, allocating, financial, human and purchasing operations
  • Order bias
    A situation in market research where a questionnaire participant tends to favour certain answers because of their position in a list, with those near the end and beginning more likely to be remembered
  • Ad rotation
    Advertising on a website that occupy one banner position and are displayed on rotation
  • Market challenger
    A company already holding a major share in the market and competing with the current market leader
  • Advocacy
    The active support of a cause or course of action
  • Oligopsony
    A market which contains only small amount of large buyers who make up the greatest share of purchases
  • Audit Bureau of Circulation (ABC)
    Carries out independent audits of the circulation of printed publications
  • 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
  • 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

  • Australian Medical Association (AMA)
    The Australian Medical Association represents the registered medical practitioners (doctors) and medical students of Australia 
  • 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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Hello. We’re HealthCircle - a multi-channel healthcare communications agency with offices in London, New York and Singapore who offer a...