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Market Measures to Focus New Research Unit Exclusively on Oncology
Oncology Marketing
Research Expert Bill Bowman to Spearhead Efforts Targeted at Meeting the
Industry’s Growing Needs for Information and Insight in This Complex
Category
EAST HANOVER, NJ, February 13, 2007 — In response
to the pharmaceutical industry’s increasing need for marketing research
information and insight to support decision-making in the rapidly growing
product category of oncology, GfK Market Measures has established a dedicated
business unit and appointed a senior industry expert in oncology, Bill
Bowman, J.D., to lead the company’s strategic efforts in this area
of research.
In his new role as vice president of oncology at GfK Market Measures,
Bowman, who has more than 15 years of oncology experience, will be responsible
for developing syndicated products for oncology and serve as a key in-house
resource for custom marketing research studies involving cancer therapies.
GfK Market Measures, which for 40 years has provided similar syndicated
therapeutic class studies across more than 40 disease states for purposes
of market assessment, aims to provide pharmaceutical marketers in oncology
a unique perspective through the products and services offered by its
new business unit.
“This market is growing exponentially, due to major breakthroughs
in understanding the molecular biology of cancer tumor types, which have
resulted in an influx of targeted therapies including recent oral agents.
With so many products on the market and a burgeoning number of products
in development, pharmaceutical companies are challenged with the task
of understanding complex market dynamics, including keeping up with the
dramatically changing landscape of treatment paradigms for cancer that
have evolved in such a short period of time,” said Bowman.
“While there are a number of secondary data resources specific to
oncology and also some syndicated reports that provide a broad overview
of this expansive category, there is no product available to pharmaceutical
marketers that provides data on treatment patterns combined with in-depth
analysis,” said Bowman. “Clients must understand not only
the science behind treatment regimens, but critically, how oncology patients
are responding to them and this is the void GfK Market Measures hopes
to fill in supporting this important area of disease management.”
The syndicated oncology products GfK Market Measures will develop will
complement existing qualitative and quantitative custom research expertise
in the area of oncology within the GfK U.S. Healthcare Companies, which
collectively conduct almost $15 million annually in marketing research
focused exclusively in this disease category.
In his 25-year career in the pharmaceutical industry, Bowman has been
a marketing researcher, product manager and sales representative with
several major pharmaceutical manufacturers and supply-side firms. Prior
to joining GfK Market Measures, Bowman most recently served as an independent
marketing research consultant working in partnership with oncology product
teams for several of the industry’s most successful cancer therapies.
He has worked extensively with both qualitative and quantitative methodologies
and has moderated hundreds of interviews with physicians and ancillary
healthcare personnel involved in the management of cancer patients. In
addition, Bowman is well versed in the various secondary audit sources
commonly used within the industry to measure the use of oncologic products.
About GfK Market Measures
GfK Market Measures provides healthcare clients with a unique mix of custom
and syndicated solutions to support the full marketing continuum, including
market assessment, brand tracking, sales force effectiveness, healthcare
consumer and product launch applications. GfK Market Measures is a proud
member of the GfK U.S. Healthcare Companies, the largest provider of custom
healthcare marketing research services in the United States. For further
information please visit www.gfkmarketmeasures.com.
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