On September 23, 2025, in Almaty, Kazakhstan, Medical Data Management (MDM) hosted a thematic workshop, “Marketing Research in the Pharmaceutical Industry.”
The program was rich and informative:
• an introduction to MDM;
• an in-depth discussion of marketing research and when it is warranted;
• an overview of research types—syndicated and ad hoc—and when to use each;
• sampling design and preparation;
• protocols for conducting qualitative research;
• the role and relevance of the Axioma database.
The workshop aimed to familiarize pharmaceutical-marketing professionals with research tools and their value for strategic decision-making.
Discussion addressed key questions, including:
• how to choose an appropriate research method and study design for a specific task;
• how to collect and analyze data from physicians, pharmacists, patients, and other stakeholders;
• which analytical methods best illuminate true market dynamics;
• how to apply research findings to support sales, improve communication, and guide new product development.
This exchange of experience marked another step in strengthening the professional pharmaceutical community.
We thank all partners and participants for their engagement, openness to discussion, and shared drive to move forward.