Labeling (see Package Insert)

Laddering
A qualitative enabling technique which is useful for exploring motivations and values. It involves asking the respondent the reasons for their choice of a particular product and, for each of the clinical factors elicited, the respondent is asked "why is … so important to you?" This provides a list of other issues which are important, and for each of these the question is again asked "why is … so important to you?" This process is repeated until the respondent has worked his way back to some fundamental issues which are important to him or her, linked to the prescribing of that brand.

Lamberth Ruling
A decision in US courts that permits companies to disseminate all factual information (including off-labeling) about their products, without the caveats imposed by FDAMA.

Layout
Accurate position guide of a piece of literature showing the overall location of each visual element usually for approval before proceeding to artwork.

Lead Indication
First, specific disease or condition for which the new drug will be approved by regulators.

Lifecycle Management
Strategies aimed at maximizing revenue throughout the product's life. For example, by introducing additional formulations and indications, and devising programs to limit impact of patent expiry, and new competitors.

Likert Summated Ratings Scale (see Rating Scale)

Linear Analogue Instrument
A measurement scale in which respondents are requested to indicate levels of answers on a single line.

Longitudinal Research (see Research Studies)