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• Qualitative techniques
• Quantitative techniques
• Reimbursement and contracting
• Innovative pricing arrangements
• Global price optimisation
We need to develop best practices for integrating our understanding of the healthcare consumer, to walk a mile in their shoes and to socialize the understanding into every corner of the organization. Pharma is hampered by regulation and the inability to engage intimately with patients so we must use other means to develop and sustain corporate empathy with the patient base.
In this workshop we will walk through a process soup to nuts to integrate methodologies and approaches such as segmentation and patient journey into a coherent whole suitable for all scales from small pharma to major pharma.
they affect one another – or don’t.
The ultimate goal of the discussion will be for attendees to walk away with a clearer understanding of the value of each within the appropriate settings.
Eye-tracking has proven to be a valuable tool in optimizing IFU’s, so that the information is presented in the manner that best promotes safe and effective administration of the medication.
We have developed a persona model that characterizes physicians into three types and consumers into six types which can be used to enhance or even replace segmentation, in patient journey, customer experience, positioning and messaging.
In this session we will show initial data for the US population personas and demonstrate how these personas can be used for increased insight and more effective marketing.
• The 80:20 rule applies with respect to market research: competitive intelligence such that 80% of learnings developed are distinct in MR: CI, while 20% are common and additive
• We believe a “best practice” in the procurement of action-oriented insight is the integration of MR and CI such that mutual synergies are appreciated
• This talk discusses how to build “best practices” for your team, integrating relevant and complimentary functional roles and findings from MR and CI
• By integrating key learnings from both practices, PharmaCos are able to harness actionable insight into the biopharmaceutical sector
Arguably, habits are a critical aspect of everyday human behavior but they are also an opportunity to bring greater perspective and insight into the dynamics of care for both patients and physicians. Habits are defined as repeated behaviors that are performed with minimum cognitive effort. In the healthcare setting with patients and physicians, habits play particularly important roles and marketers and market researchers need ways of understanding existing habits with a view to potentially disrupting or perpetuating new influences that will help make a positive difference in outcomes. Through looking at the role of habits we have an opportunity to be more closely linked with the behavior and the behavior change we are seeking to achieve when we find ourselves in familiar situations of stalled market share or are entering an already crowded market or even up against adherence or lifestyle challenges with patients.
We will provide a POV on how habit can be harnessed in the research environment and used to promote the necessary behavior changes and the experiences that create positive impact on stakeholders. We will discuss our market research method that explores habits and how we decode it’s influence on stakeholders – both patient and physician. We will engage the audience to reflect on their own experiences with habit to share real world examples and cases that speak to why habits matter and how you can use them to potentially promote or disrupt behaviors. There are three key takeaways:
• Habits are central human behaviors that provide structure & constraint
• Habits can be assessed and evaluated through market research
• Habits can be influenced
Originally developed for consumer market research on choice processes conducted in the 1970’s, process tracing investigates the steps physicians take to acquire information about their patients, as well as their ultimate diagnosis or treatment decisions. This presentation shows how process tracing methods can be used in qualitative and quantitative market research to identify the treatment algorithms that physicians and other healthcare providers actually use in their practices.
Consequently, it could be argued that a behavioural segmentation, which is often based on sales, secondary and syndicated data, is all we need for a useful segmentation. The added value and expense of segmentation with primary market research isn’t worth the cost. But is past behaviour really the best predictor of future behaviour?
In this presentation, we consider the tremendous utility of combining attitudinal and behavioral segmentations to get a current-world and a forward-looking view. We will seek to demonstrate that a proper amalgam of the two can move your brands forward with solid grounding in the real world. You will hear insights by pharmaceutical and biotechnology experts on the importance of using both data sources for effective business analytics and targeting strategies.
It will focus in particular on a new approach for developing benefits ladders, which more effectively links product attributes to emotional benefits. A key element of this new approach is the incorporation of archetypes, which are organizing structures that shape how people (in this case physicians) view themselves. The talk will also describe how the marketing team incorporated this market research with other inputs to ultimate decide on its multi-indication positioning.
Increasingly, these are the coin of the realm when it comes to informing, engaging and enlightening audiences of all kinds. This talk looks at how the power of motion picture is being applied today to the capture and dissemination of market research insights.
However, overwhelmingly we see physicians dominating the conversational floor and patients taking a backseat. Patients take on average only 26% of the conversational time in physician’s office during appointments averaging only 10 minutes and 20 seconds total (based on analysis of 40,000 US dialogues 2013-present in Verilogue’s database). However, when we ponder why patients are not participating and what can we do to change that, but perhaps we’re asking the wrong questions. Using examples from in-office dialogues and online posts with Rheumatoid Arthritis patients (as well as from other disease states), we’ll explore a multidimensional approach to patient engagement. Our focus will be unearth what drives patient engagement and how that engagement or self-advocacy is achieved within the understanding that patients are individuals who experience and live their disease uniquely.
This research identifies what HCPs are talking about with their patients and – more importantly – what is resonating with patients.
This research identifies specific patient needs that aren’t being met by their HCPs, highlighting gaps that can be filled by pharmaceutical companies in order to give their patients more information and support so that they can better treat their condition and remain more adherent to their medication. While this research is specific to COPD, learnings from this research may be applicable to other patient populations.
We will invite a group of physicians that have recently participated in primary market research via TDIs, IDIs, FGDs or on-line surveys and interviews.
Where broad segmentation was once sufficient for conducting market research, this new era has compelled pharma to become adept at finding needles in a haystack in order to satisfy consumer needs and meet corporate objectives. As patient populations have become more precise, the ability to identify and include these individuals in market research has become a greater challenge. In order for researchers to build a sample with “their patients”, the industry must engage patients in their own backyards and communities. Since knocking door-to-door may not be a feasible option, the internet has provided a forum for online communities of patients from across the globe to gather for information and support, and to engage as partners in market research. Inspire, founded in 2005 in an effort to connect patients directly with pharma, is a health-focused network of about one million registered members, many of whom are affected by oncological or rare diseases. During this session, we will explore the evolving, pinpointed nature of pharmaceutical market research today and showcase examples of how starting with a large patient universe can overcome even the strictest of respondent criteria without sacrificing quality of the insights or the efficiency of the deliverable.
But access to a deluge of data alone reveals nothing about people’s daily realities, their hopes and fears, their perspectives and stories. Inside the human experience are insights that can revolutionize the patient experience. But only if the insights are heard, absorbed, and internalized by stakeholders and decision makers. Leading the patient-centric revolution are insights departments. By partnering with patients, they can motivate colleagues to think differently, reframe problems, and solve them in surprising ways — all from a place of empathy. The outcome is truly patient-centric organizational change: new value for the business and improved patient experiences. In this session you will learn how to:
• Connect the dots to inform an empathy-based, patient-centric strategy;
• Make it stick – through engaging deliverables that help you evangelize insights; and
• Create buy-in around an urgent action plan for change
In the complex and evolving biosimilars marketplace, a client combines classic message recall and effectiveness tracking research with quantitative and qualitative message development and optimization techniques to provide the brand team with evolving and refreshing messaging options for sales team deployment.
· How do dynamics like biomarkers, regimens and lines of therapies add additional layers of complexity?
· What evolving data strategies are necessary to help inform Oncology forecasting assumptions?
· How does performance-tracking need to evolve to address these complexities?
Thaler wrote, “I also wanted to study the behavior of people in their natural habitats… if I could just figure out how to do it.”
Today, as we seek to leverage behavioral economics insights in healthcare, we find ourselves echoing Thaler’s lament. Asking questions is great. After all, Kahneman and Tversky won a Nobel Prize for Prospect Theory, a classic of behavioral economics that was developed essentially by asking people questions. But making behavioral economics principles applicable to real life commercial decision-making—quickly and cost effectively—requires more than just questionnaires or IDIs. What is needed is a practical platform for experimentation that can be used to develop and test behavioral economics based interventions.
In this talk, two speakers with expertise in both behavioral economics and simulation will discuss how a novel approach to simulation can help healthcare researchers better understand and influence physician decision-making. At the same time, they will demonstrate the advantages of simulation over questionnaires and other experimental processes in applying behavioral economics theory to healthcare market research.
Learn how to leverage games to your advantage, and make sharing an interactive and fun experience. Engage your audience for faster assimilation of learnings and activate the findings so they live well beyond your presentation. Come have fun, play some games and learn about new ways to engage your key stakeholders.
The research initially focused on patient compliance and how risk aversion might play a part in their mitigation of risks, then focused on the financial tradeoffs patients need to make when confronted with a major health diagnosis. This presentation will showcase the culmination of insights gathered across stages of patient research.
Insurers are retreating from the Exchanges, Delivery Systems are giving up some ACOs and critically do not know how to transition from fee for service to Accountable Care.
Since passing the ACA the Democrats have lacked the political power to shepherd the transition to Accountable Care and may not have it after the election. The future direction of healthcare, whatever it is, is of crucial importance to pharma companies, careers and the types of market research we will be tasked to carry out. In this session we explore the trends in US Healthcare against the political backdrop and explore how market researchers can respond and add value in their companies.
• What do respondents think of the online experience?
• The client’s perspective
• A case study with both physicians and payers