The Dominion Group provides a unique combination of marketing research, business planning, and therapeutic area expertise to assist clients in making informed, and effective business decisions.

In today's complex marketing environment, astute business decisions require a comprehensive understanding of marketplace issues. The experienced staff of The Dominion Group provides a unique combination of marketing research, business planning, and therapeutic area expertise to assist clients in making informed, and effective business decisions. With key staff members each having over 10 years of relevant experience, The Dominion Group is well-positioned to provide consultation and full-service support.

Services include design, implementation, analysis and overall management of qualitative and quantitative primary research and competitive monitoring studies addressing various marketing and strategic planning challenges throughout the entire product life cycle, from product development to non-traditional promotional strategies for mature products in a contemporary marketplace.

The staff of The Dominion Group is highly experienced in both the execution and application of market research methodologies to develop effective strategies for the many challenges faced by pharmaceutical marketers. Specific areas of expertise include:

New Product Planning

    1.  Product concept evaluation
    2.  Market potential analysis
    3.  Product use profiling
    4.  Target audience identification
    5.  Positioning strategies
    6.  Clinical development prioritization

Market Profiling

    1.  Product use patterns
    2.  Market segmentation
    3.  Competitive analysis

Marketing Opportunities

    1.  Concept/promotional message testing
    2.  Pricing sensitivity
    3.  Packaging/dosing form preference
    4.  Evaluation of promotional programs

The Dominion Group offers full-service research capabilities to address these informational needs. Qualitative methodologies include in-person interviews, in-depth telephone interviews, focus groups, and teleconferences. Quantitative methodologies include traditional broad-based telephone surveys, mail surveys, check studies, and convention research/self-administered surveys as well as more complex and sophisticated conjoint analysis and perceptual mapping studies. Our appreciation for the strengths and limitations of each methodology allows us to design a research plan that will best achieve the research objectives. Our experience assures that research will be conducted in a timely and cost-effective manner.

Coupled with our knowledge of the market research process and therapeutic area expertise, The Dominion Group offers in-depth experience in the development of strategic recommendations for pharmaceutical manufacturers, particularly in the context of the broader healthcare delivery system. Our analytical skills allows us to assess research findings in the context of our overall therapeutic and industry expertise. As the influence of the health care system, in the form of managed care, expands and intensifies it is important to capture the degree of influence for each product and therapeutic area.

Our preferred approach is to work with you as an integral member of your planning team, providing a mechanism for continual feedback and flow of information. We believe that every situation is unique, and therefore warrants a customized approach to solving your specific information needs and marketing challenges. Thus, an important first step is to fully explore and define your information voids and research objectives. Once these are defined, we draw upon our experience and knowledge to develop a recommended research plan which: (1) obtains high-quality and relevant information; (2) provides information within your time constraints; and (3) uses the most cost-effective approach within your budget parameters. During the course of the study, we are committed to keeping you informed about study progress by providing frequent updates of timely and pertinent information. Upon project completion, our goal is to develop comprehensive and actionable recommendations based upon our in-depth analysis of the research findings.

International Experience

The Dominion Group staff also has international experience. We have coordinated multi-national studies by conducting the U.S. arm of the study and using consultants based in European countries to conduct parallel study segments in their respective markets. In addition, we have provided marketing research and consulting services directly to several European and Japanese companies interested in U.S. market entry.