Gathering market research reports, industry profiles and trade and business news is a good way for your entire team to get acquainted with the economic, demographic, technology, political, natural and cultural environment impacts on your product/service category. IBISWold reports are a great place to start.
Syndicated market research doesn't always align perfectly with your clients offerings. You may need to glean what you can from broader or adjacent categories.
By smart Googling you will find additional market research, ALWAYS evaluate the information you find to judge it's quality. Consider methods used to gather and compile data, intended audience, publication purpose, author expertise and biases. If you are unsure about source credibility, make an appointment and I will walk you through assessing it.
Search the news to update market research and industry reports. Visit trade or professional association websites often listed in industry reports such as these:
MarketResearch.com Academic Limitations on Use
EMIS Intelligence (Emerging Markets Information Service)
Market research reports, the Census Bureau and surveys provide demographic, behavioral and psychographic data on consumers. However the market research reports and surveys we have in our collection do not provide strong coverage of the nursing profession.
Primary research may need to be more heavily relied on, then secondary research. However a few studies on marketing to nurses are provided below.
- Infiltrating Healthcare: How Marketing Works Underground to Influence Nurses
- Marketing and the Most Trusted Profession: The Invisible Interactions Between Registered Nurses and the Industry and similar articles
- Interactions Between Non-Physician Clinicians and Industry a Systematic Review
- Promoting a Culture of Collaboration Between Point-of-Care Clinicians and Industry Partners
- National Nursing Workforce Study
Health Industry Distributors Association
Your marketplace trends research should surface key competitors.
The company databases listed here provide key performance indicators and in some cases SWOT analysis on the whole company level. Company and product/service news, not limited to press releases, and deep dives into web sites and social media are essential for discerning competitor strengths and weaknesses.
Avoid using SWOT analyses found on the free web unless you have vetted it. If you are not sure, make an appointment with me to a walk through how to evaluate a source.
MarketLine Company Profiles (EBSCO)
NetAdvantage (Standard & Poor's Capital IQ)
Mergent Online Limitations on Use
Cultivating an evidence based understanding of infections caused by vascular catheters is essential to designing a value based marketing solution. You do not need a medical degree to do this but you do need to rely on medical evidence and not just questionable consumer health web sites. The following list of medical databases offer access to quality health care information.Cochrane Library
CINAHL with Full Text (EBSCO) Tutorial
UpToDate (Wolters Kluwer) Access Instructions
Nursing Reference Center Plus (EBSCO) Tutorial Access Instructions
This is a free, publicly available resource and does not include the Library's "Find It" link in search results. To check for full text access, use the Journal Finder link on the library homepage.
Search general business news and trade associations for intelligence about market trends and competitors. Use the filters in ABI Inform, Business Source Premier and Nexis Unit to limit to trade publications. Trade publications are often cited in industry reports and Statista infographics.
Scholarly research may be useful to support your marketing plan.
In addition to the databases listed below, use your WSJ.com subscription and the Bloomberg terminals in the Gmelich Finance Lab and Falvey Library.
ABI/INFORM Collection (ProQuest)
Access World News (NewsBank) Tutorial
Business Source Premier (EBSCO)
Factiva (Dow Jones)
Nexis Uni Limitations on Use
Use theses sources to find books and articles on marketing strategy best practices. Find out how to reach your target audience and benchmark what it might cost.
- FDA Guidance Document "Industry-Supported Scientific and Educational Activities"
- FDA Advertising and Promotion Guidances
- Journal of Medical Marketing
- Healthcare Supply Chain Management
- Health Marketing Quarterly
Catalyst MRI Simmons Tutorial
Advertising Age Datacenter (AdAge) Access Instructions
Advertising Insights (Kantar Media) Tutorial
Falvey Book Search
eMarketer (Insider Intelligence)
- Don't leave creating citations to the end or expect one team member to create them all.
- When using a citation generator such as ZoteroBib, begin by identifying the type of materials you are using (reports, articles, websites are most common).
- Always check the citation generated against an authoritative model.
- Review citations to make sure they are consistent. If each team member makes citations as they are working, there will surely be different interpretations of how to cite similar resources.
- Provide attribution for all the facts and data you use. Often formal citations are omitted from practical business writing, but you are writing for an academic audience so when in doubt, cite it.
Purdue OWL: APA