FLEMINGTON (New Jersey): Speaking at a national pharmaceutical trade industry meeting last week Robert Cardarelli, chief methodologist, HCD Research, explained how the industry can leverage social media and marketing research to qualitatively understand the underlying emotions, behaviors, likes and dislikes associated with a particular brand, company or therapeutic category.

During his presentation at the Pharmaceutical Business Intelligence and Research Group (PBIRG) national meeting in Naples, FL, Cardarelli highlighted the results of two brand-specific case studies to illustrate how social media methodologies can be used to enhance brand communications strategies, and the longer-term effects of DTC TV advertising. To view the presentation, go to: www.hcdi.net.

As part of his presentation, "Exploring the Social Aspects of Marketing Research as we Move Toward the Attention Age," Cardarelli noted that while there are still some barriers for pharmaceutical companies to measure brands within the social media arena; there is sufficient research that demonstrates the increasing number of patients and health care providers that are actively using social media.

Cardarelli also provided background on social media and the attention age by describing what it is and how it is currently being used by pharmaceutical companies, physicians and patients. In addition, he cited marketing tactics that are most impactful as a supplement to traditional methods.

HCD Research is a marketing and communications research company, headquartered in Flemington, NJ. The company's services include traditional and web-based marketing and communications research. For additional information on HCD Research, access the company's web site at www.hcdi.net or call HCD Research at (908) 788-9393.