Health is personal—and the market is complex. This makes it all the more important to thoroughly understand the needs of patients, healthcare professionals, and other stakeholders.
With specialized market research for the pharmaceutical, medical technology, and healthcare industries, we support Rx and OTC products throughout their entire product lifecycle—from oncology drugs to dietary supplements.
For decades, we have been conducting research for global corporations and medium-sized companies. In doing so, we reach even the most discerning target groups, such as physicians and intensive care nurses—and generate insights that enable you to tap into market potential in a targeted manner.
At a glance:
Would you like to know what we can do for you?
Please use our contact form or schedule an appointment directly for an introductory meeting with our industry expert, Doris Fuchs.
Doris Fuchs
Senior Research Director
Research Areas and Methods
Pharma/Rx Market Research: Our experts cover all relevant therapeutic areas—from oncology and neurology to autoimmune diseases, vaccines, and rare diseases. Methodologically, our spectrum ranges from agile visual and claim testing to patient journeys and multi-stage studies with strategy workshops.
Consumer Health: We analyze consumer needs, usage patterns, and purchasing behavior at the intersection of pharmaceuticals and FMCG. Based on this, we support concept development, product launches, and marketing strategies—both nationally and internationally.
Medical Devices and Diagnostics: From wound care and ostomy care to digital applications and modern devices: We combine in-depth category and market knowledge with a diverse range of methods. In doing so, we conduct research with physicians, nurses, patients, and decision-makers in hospitals and insurance companies.
Digital Health: From the initial idea to a market-ready offering, we support the development of digital services and therapeutics. To do so, we combine our many years of experience and extensive knowledge of target audiences with the right methods—from concept and persona workshops to UX testing for websites and health apps.
Dental Health: Aligners, teeth whitening, and veneers are changing demand, while dental practice networks and new technologies are transforming the supply side. In this dynamic market, we support companies with research and consulting services for product development and communication.
Study programs and methods
- Customer and Patient Journey Studies
- Deep Dives: Target Audiences, Markets, and Therapeutic Areas
- Segmentation and Personas
- Communication Labs and Communication Tests
- Positioning Studies and Brand Development
- Concept Tests
- Product Tests
- Long-Term Online Communities
- Ethnographic Research
- Ideation and Co-Creation Workshops
- Potential Assessment, Pricing, and Market Modeling
- App and Website UX Testing
- Creative, Implicit Tools
- KPI Tracking
- Brand Growth – CEP
What we stand for
Extensive experience: For decades, we have been conducting research for the pharmaceutical, medical technology, and healthcare industries. We possess in-depth industry expertise and understand market potential.
Wide range of methods: We develop tailored qualitative and quantitative studies for Rx and OTC products.
In-depth understanding of target audiences: We are able to reach even the most discerning target audiences, such as physicians, nurses, and patients.
Partnership and Trust: We guarantee you expertise, efficiency, and personalized advice from the start through to the successful completion of your project.
Global Research: Our strong global network of partners enables us to conduct research for pharmaceutical companies, insurance providers, and hospitals both nationally and internationally.
FAQ: Pharmaceutical Market Research
What is pharmaceutical and medical technology market research—and why is it needed?
It encompasses qualitative and quantitative studies that examine the attitudes, decision-making processes, and usage contexts of physicians, pharmacists, nurses, patients, payers, and other stakeholders. The findings help reduce development and launch risks, support market-access arguments, and align products and services with real-world therapeutic and care needs.
What methods are used in pharmaceutical market research?
At GIM, we use a modular mix of methods: in-depth interviews, focus groups, ethnographic studies (e.g., ward shadowing), workshops, online and CATI surveys, conjoint and pricing tests, diary apps, social listening, digital opinion leader analyses, and UX tests for apps or devices. The choice of methods depends on the therapeutic area, the complexity of recruitment, and the study objective.
How does a pharmaceutical market research study work at GIM?
(1) Definition of objectives and hypotheses → (2) Study design, including screening criteria (specialty, prescription volume, treatment experience) → (3) Recruitment, e.g., via validated HCP or patient databases → (4) Fieldwork, both online and offline → (5) Analysis & strategy workshop.
How much does a pharmaceutical market research study cost?
The costs depend on the sample size, the scope of the countries included, the methodology, and the level of detail in the reporting.
What regulatory requirements apply—and how does market research differ from real-world evidence or clinical trials?
We operate in compliance with the GDPR and adhere to EPHMRA, EFPIA, FSA, and BVM/ADM regulations. Market research gathers opinions and experiences without interfering with treatment; real-world evidence analyses evaluate routinely collected healthcare data; clinical trials assess efficacy and safety under controlled conditions.
Your Contact
Godehard Wakenhut
Corporate Director
Patricia Blau
Head of Research Management
Sandra Jäpel
Research Director
Doris Fuchs
Senior Research Director
