Shrinking budgets, tightening timelines and the need to study smaller populations in greater detail all contribute to the need to get more data and insight out of limited numbers of interviews. The reality of today’s business and research needs is that we have to accomplish more with less. Whether engaging a small stakeholder segment, such as payers or treaters of orphan conditions, or dealing with tight timelines or budgets, the challenge remains the same – providing both insights and data that help your stakeholders achieve critical strategic goals.
Bottom line: Small sample research, once the way to “do it on the cheap,” has now become a pivotal tool for all kinds of research exercises. In this workshop, you’ll learn that small sample size doesn’t have to mean sacrificing the quality of the research. Using recent studies as a backdrop, we’ll show how some new methods – and new ways of looking at old ones – can help studies with small sample sizes produce projectable and actionable insights.
Participants in this workshop, will take away three key learnings
• How to produce projectable and actionable insights with small sample sizes
• How to integrate qualitative and quantitative methods to enhance ROI
• How to producing small-sample results that rival large-study insights
• How can MR support the BD&L process?
• How can CI and payer discussions complement MR in this process?
• How can MR, CI and Payer research input in the forecasting?
• Valuation of an asset
1. Patients will be leading the charge of their healthcare.
2. Marketing with a purpose puts patients first and maintains an obsessive focus on deep patient insights to generate solutions.
3. These solutions deliver value for patients by improving life from their perspective and help them live the life they choose rather than one defined by their disease.
Share your experiences and best practices, while learning from others, on ways to approach competitor launch tracking in an efficient, effective manner. We will be discussing common metrics colleagues are using to track launches, as well as other unique metrics and ways of overlaying metrics to create more insightful indicators. We will also explore preferred data sources, as well as any new and interesting data sources which attendees to the roundtable wish to discuss. Lastly, we will discuss innovative and engaging ways to share out tracking information with stakeholders.
1. Briefly discuss macro trends that are driving ACOs, value based care health trends. Impact to pharma.
2. Identify opportunities to engage providers differently. What do they struggle with now and going forward? How do IDNs want to engage with pharma with these challenges?
3. Who is most important for pharma in the ACO relationship? Physician, C-suite, medical/pharmacy director, care coordinator? And Why?
4. What types of market research will be important to inform pharma strategy and tactics?
5. What key area(s) of focus are necessary for your IDN research to provide the right ‘insight’ to your organization? From a brand and overall perspective.
While eye-tracking’s origins are in shopper insights and commercial testing, recent advancements in technology have made eye-tracking particularly valuable in the development and optimization of physician sales materials. This session will focus on examples of how eye-tracking supplemented traditional qualitative to provide valuable insights for understanding how physicians visually engage with mobile e-mail communications and iPad details.
The pharmaceutical space is typically very competitive regardless of treatment area. Simply talking to physicians about your clinical data is often not enough to convince them to choose your product over another. Physicians need additional reasons to help them make this choice.
Providing an emotional context for your brand will help physicians better understand its relevance within the treatment area and the appropriate patient universe.
During this session, we will discuss one example of how Ipsos Healthcare uses different market research pieces to gradually guide the writing of an emotional story. In addition, we will show you a few ways in which such a story can be applied to various concrete marketing initiatives.
In the 21st century, all eyes and ears are on digital communications. The quest to become digital also means integration. We will explore objectives that can be met with digital research, how best to achieve the goals of your marketing team with the very best in expertise, knowledge and the elusive insights you seek to make it come to life.
Details: From online communities to webcam diaries, from your backyard to global, from home space to work place to marketplace track the customer and understand their lives. Dig deeper into the customer experience, such as the retail healthcare space, understanding the impact of high deductibles, high copay plans, the pressures on HCPs and provider systems. The so called Patient Journey has always needed to be this holistic.
A unique message optimization platform called DynaMO™ (dynamic message optimization) will be presented with case study examples. The approach relies on a combination of experimental and optimization techniques to identify the most resonating bundle of messages out of 30 to 60 individual message bundles. A comparison of standard approaches versus DymaMo will also be presented. Guidelines on how to adapt the approach for multiple segments within an overall population will be addressed.
There is increasing interest in how to empower patients to make better choices when it comes to their health. However, current strategies to empower patients fall short because they don’t adequately consider many of the underlying dynamics at-play. Informed by social science, this paper will offer up new ways to think about patient empowerment by presenting a sense-making approach to research that gets to the heart of what motivates the patient and creates behavioral change.
Over the past few decades, there has been a steady rise in a consumerist approach to healthcare where patients are increasingly encouraged to be primary decision-makers, giving them a greater sense of mastery and control. Some have described this as a new paradigm that radically shifts how healthcare is delivered and experienced.
But, there are signs that the current patient empowerment paradigm is reaching its limits. For example, as treatments and the healthcare system become increasingly complex, patients may feel disempowered as they experience difficulty achieving an understanding of the best way forward. And practices that boost patient empowerment – like shared decision making – are often embraced philosophically, but not carried-out in clinical practice.
In spite of these limitations, there are significant opportunities to think differently about patient empowerment. We will offer a sense-making approach that facilitates a deep understanding of the patient’s context, core values and psychological preferences at specific moments in time. And that, in turn, generates new insights that can be leveraged to create behavioral change.
This presentation is appropriate for market research professional of all levels with interest in deepening their understanding of the healthcare infrastructure in China, India and/or Turkey. The presentation will focus on specialty care practices, with emphasis on oncology, and discusses current market characteristics to include patient flow and roles of various healthcare entities/providers in delivering care. The presentation will also discuss the implications of these market characteristics when designing primary research studies.
In 1971 US President Richard Nixon declared a “War on Cancer” and since then society has adopted military style language when talking about the disease. However, from our experience of conducting interviews with medical professionals and patients alike, we hear time and time again their aversion to this style of language.
In this presentation, you will hear first-hand the views of oncologists, cancer survivors and pharma marketing professionals towards the use of language and communications in oncology. We will explore the challenges they face in their roles with regard to communicating effectively, and determine how market research can support their efforts in ensuring that brand messaging speaks directly, and appropriately, to the target audience.
As the entire healthcare product marketing enterprise increases in complexity, the need to evaluate customer experience grows in importance. That noted, healthcare markets present unique challenges to marketers and researchers seeking to benchmark and improve customer experience across stakeholder groups.
When Laure Park became the first Vice President of Customer Experience at Quest Diagnostics in mid-2014, she immediately appreciated the need to utilize marketing research as a tool to identify areas for improvement, prioritize among multiple areas for improvement and implement a benchmarking and tracking system that could support Quest’s enterprise-wide commitment to improving experience. RG+A has supported Quest in these activities since January, 2015.
In this session, Ms. Park will discuss some of the commercial imperatives that led Quest to make improvement and tracking of customer experience and Mr. Martin will describe some of the methodological and practical challenges that RG+A faced when creating a set of marketing research tools and studies to support Quest’s efforts. In the process, the two will address issues such as identifying the proper study design and core measures, challenges inherent in tying customer experience to financial metrics in a complex, multi-stakeholder environment, and how companies looking to upgrade their customer experience activities might proceed to do so in a systematic way.
Traditionally, market research seeks to be as scientific as possible—especially within the context of the pharmaceutical industry, whose culture is highly scientific. Our underlying assumption is that in order to get at the truth, we must neutralize our biases and use the most objective possible methods.
However, this assumption immediately gives rise to two fundamental questions. First, can we ever totally escape our biases? Second, can a highly depersonalized approach always capture the human nuances often at the very heart of the questions we research? This paper will explore the value of embracing the biases, hunches, and intuitions of the researcher/observer and how they can be turned into an asset in exploring inherently qualitative research questions.
We will discuss how subjective storytelling techniques from fields such as journalism and filmmaking can be used as powerful tools in certain kinds of market research.
By way of illustration, we will discuss a recent study in which a documentary filmmaker followed several adolescents with Type I diabetes to understand their level of disease knowledge, their level of therapeutic adherence, and how they coped with the psychosocial dimensions of their disease. Specifically, we will discuss how this unconventional approach was able to illuminate the research questions with unusual depth and insight. We will also show the “trailer” to the documentary film that resulted.
Scientific objectivity will always be the standard for market research professionals. But augmenting traditional research methods with creative approaches that draw on the subjective sensibility of researchers can and should be part of our toolkit for understanding the rich human experience of patients, physicians and other healthcare stakeholders as we move forward.
As an industry, we have made substantial improvements in the quality of listening to customers – physicians and patients alike – and obtaining insights around their needs. Using research methods like ethnography, brands have invested in richer, more detailed patient and physician portraits and journeys. These portraits pinpoint “moments of truth” that enable brands to create empathetic service initiatives and customer-driven solutions. But we still have substantial gaps in our understanding of deep customer motivators and unconscious drivers of behaviors.
Recent findings in neuroscience and behavioral economics suggest that more than 90% of our behaviors result from unconscious and deep-seated needs and drivers. These are often a function of highly entrenched social and cultural beliefs or psychological influences stemming from individual experiences.
Hall and Partners is conducting our own research applying the principles of behavioral economics combined with psychoanalytic techniques to identify novel ways of eliciting unconscious and emotional drivers of behaviors among doctors and patients. We hope to achieve a holistic understanding of how customers see, feel, think and do when it comes to choices that they make.
At our session, we will present findings from a portion of this self-funded research initiative. We completed extended one-on-one interviews with PCPs and Endos to explore how situational factors (what doctors SEE) and unconscious needs (what doctors FEEL) combine with instinctive utility maximizing (what doctors THINK) to shape the choices physicians make (what doctors DO) when prescribing diabetes medications. Our findings will have wide implications — deeper and newer knowledge of why a physician may initiate a new treatment – that ultimately will facilitate development of truly customer centric solutions with intrinsic value and deeper relevance for this important customer segment.
Ethnography or contextual research is not a new methodology, but it is often underutilized in the pharmaceutical industry because of privacy and/or compliance barriers. This presentation will reveal the true power of ethnography in pharmaceutical research and its ability to acquire learnings that no number of focus groups or IDIs could uncover. We will also share our approach to ensuring that the ethnographic insights live beyond the report and become embedded in your organization. Finally, we will provide learnings on how to work with your compliance teams to get these studies approved—a key barrier for many in even considering this methodology.
Ed has led a new way of thinking about how pharmaceutical brands at BMS engage with their audiences, launch into new markets, and the steps necessary to get there. Ed believes in developing a deep, psychological understanding of physicians and patients through methodologies that are proven to uncover the rich stories that define the ways in which physicians see themselves, their practice, their patients and the therapies available to them for those patients. However, his accomplishment wasn’t in achieving this depth of insight. Ed believes that the real power of this understanding comes in the way in which those insights are used. Ed led the charge in developing an approach to branding grounded in story. He saw the opportunity to use story to translate the emotional insights into a language that could connect the many characters involved in this business – patients, physicians, sales reps and pharma. Ed pushed his team to take these insights and develop story arcs that identify the tensions, resolutions and the reasons in which the brands he represents must be a part of that story for physicians.
Yet, he was still not done nor satisfied with stopping there. Ed believes in testing the stories in additional research, not to identify a winner, but to identify the losers, the winners, and the lessons from both. This is what Ed refers to as the power of failure. Following his belief that too often the industry tries to get it perfect right away and misses real opportunity to get at a deeper human truth that is driving physician behavior, Ed pushes his team to fail – to be comfortable with that failure – and to move from failure to amazing success by bringing together their collected learnings to build a stronger, more resonant story for the brand.
Ed tasked himself with transforming the approach BMS took to marketing its therapies to physicians. In a world in which 5-7 questions determine a positioning and everything filters down from there, Ed pushed his team to recognize the importance of developing the story that helps translate an often too concise statement into creative, into sales training, into sales scripts and many other avenues of the brand.
The idea of segmentation is often met with trepidation or disdain based on previous experiences or perceived notions. Some believe segmentations are time consuming and labor intensive at best and un-actionable and expensive at worst.
However, to a greater extent than virtually any other type of engagement, segmentation when done correctly, can be the single most important piece of research for a brand, providing the framework for sizing, targeting, messaging, and essentially informing the brand strategy as well as tactics.
It is true that in segmentation, you “reap what you sow” in terms of execution as well as implementation. It requires various key stakeholders to be involved regularly at key milestones and to be part of the decision-making process at each of a handful of critical junctures.
This discussion will center on methodological innovations, specifically machine learning, coupled with best in class execution and management of the “critical junctures” involving client input that help streamline and refine the entire segmentation process and ultimately lead to a more accurate and actionable solution.
In this, we will be unearthing deeper motivations of why people behave the way they do.
Key drivers for new technology in market research
Physicians claim there are very rational reasons driving their prescribing behaviors. They believe they choose a therapy for each individual patient based on that patient’s presentation, history and disease. Yet, Jim led his team to read the data and see the irrational. Physicians were choosing only one or two therapies most often. The rationalizations didn’t explain what appeared to be habitual behavior. They wanted to know what explained those habits.
This question is smart enough as it is. Yet, Jim felt the question still wasn’t deep enough. Jim wanted the team, and the research, to not only get at the habit, but get at the emotions that created the habit, the rewards provided by the habit, and a clear understanding of whether it’s even a habit in the first place. In this presentation, Jim will discuss how he helped his team recognize that there is a broader, bigger, more complex psychology at play that goes back to the reason these physicians became physicians in the first place. And how he pushed his team to move towards a smarter, more targeted objective for their brand.
Over the past 10 years, anonymous patient level data has become a hallmark of pharmaceutical market research, providing insight into the relationship between multiple factors along a patient’s healthcare journey. Over this journey, a patient’s perceptions and doctor’s beliefs change based on their experiences and in-office interactions. This case study will examine how the in-office relationship between a doctor and patient evolves as a patient moves from diagnosis to treatment initiation to disease management. Attendees will walk away with an understanding of how intricate moments of dialogue influence future physician-patient conversation and subsequent actions at the individual level.
The presentation will be based on results from a self-funded global quantitative research study covering the EU5, US, China and Brazil. As well as exploring Doctors’ use of digital devices and communication technologies the presentation will include the impact of health apps, wearables and how tech might be changing patient/Doctor relations. Comparative trending data will be presented from previous studies conducted in 2014 and 2011.
• Is a systematic approach leveraging the power of adaptive menu-based choice to understand the decisions physicians make based on information presented, from initial presentation to a treatment selection.
• The exercise begins with a basic patient profile and systematically layers on additional information via an “adaptive” basis. A portion of the interviews are then completed qualitatively to integrate more insights.
• This approach offers predictive dynamics based on independent [physician] choice variables. It is both flexible and customizable to include a range of pre-defined choices based on the specific treatment under consideration. The power of this model, when applied accurately, is in the range of applications from initial adaption of new therapeutic agents to add-on therapies, to also encompass physician choices for first, second, third line (or later) options – to delineate only a few potential uses.
Win/Loss has become a crucial tool for many of today’s fastest growing companies, yet the Life Science industry has been slow to adopt this powerful tool. This session will focus on how to successfully apply the Win/Loss methodology to the Life Science industry in order optimize and refine messaging, drive sales, and monitor the competition.
The reduction of uncertainty in the marketplace is the single key objective of any marketing research professional. It is, essentially, the value that we bring to the marketing table. Perhaps the most important realization that any of us will have as researchers is that everything about the market cannot be known. In fact, a good many things about even a single product in that market cannot be known. We must live with the fact that we operate in a world of imperfect information.
Compounding this situation is the fact that the digital age has not brought us any greater clarity. Rather, we are awash in a sea of information that has only exponentially added to the uncertainty faced by our customers on a daily basis (and, so far, “big data” has failed to live up to its promise of new, better ways to analyze the market). While there are many tools that we make use of to reduce this seemingly increasing amount of uncertainty, one has proven to be extremely useful in helping both researchers and marketers to contextualize a specific marketplace in such a way that it is possible to cut through the noise, identify the key issues at hand, and develop a structured, forward looking strategy and set of actionable tactics for their brand.
The competitive simulation, or War Gaming, exercise allows us to frame a specific market scenario within a more controlled environment (helping to reduce the “noise” of the market) while at the same time building a model of the existing marketplace for a given set of products. The goal of any war gaming exercise is to create a specific environment where uncertainty can be reduced through the establishment of controlled parameters. While internally bounded, the simulation uses cues from the market in order to retain consistency with external market dynamics. This ensures that the simulation properly models the market in question and outputs findings that lead to actionable recommendations.
This presentation will introduce the topic of competitive simulations (War Games), the rationale for their use and discuss how the process has evolved over the past 15 years.
Several management consultants and some members of internal finance departments have their eyes fixed on the market research/insights departments as targets for budget and/or headcount reductions as pricing pressures put the squeeze on profits and wall street obsesses over SG&A percentages. Arguments like the following selection are too frequently heard within corporate walls & boardrooms: “Apple seems to have done quite well without market research;” “The marketers research things that are obvious, we already know, or are simply not strategic;” or “I just can’t see the return on all of our investment.” The reality is that much of our work is highly strategic, but too often a narrow lens and sub-optimal delivery sabotage our effectiveness and leave senior, cross-functional leaders in the dark.
There has been a lot of talk over the last few years about delivering strategic storytelling. However talking about strategic storytelling and truly delivering strategic storytelling are different. This presentation will focus on the keys to effectively communicating to deliver strategic insights that resonate throughout your organization.
CMI’s innovative Prescribe approach uncovers Physicians’ habits
• Too many times we incorrectly assume that physicians behave in a rational, thorough, and thoughtful manner when making prescribing decisions. However, physicians are people too and are subject to the same cognitive shortcuts.
• The fact is that in today’s world Physicians usually have a very short time with patients to make a prescribing decision and in turn develop prescribing habits based on patient cues / characteristics.
• Prescribe’s extremely dynamic and interactive approach simulates real world behavior using a patient profile generator carefully crafted to reflect patient characteristics that serve as underlying cues for prescribing decisions.
• By combing a choice-based approach with a qualitative twist, Prescribe identifies how you can influence physicians’ habitual loops and ensure they choose your brand more often.
• Learn how CMI restructured a major pharmaceutical company’s messaging to promote the habits that lead to prescribing their brand more often and create more relevant patient profiles for use during physician detailing.
BuzzBack will discuss a new approach to patient journey research. Traditionally, patient journey work has involved multiple phases of qualitative and quantitative research to identify patient experiences throughout a disease state. BuzzBack proposes a method that obtains detailed insight into the patient journey within a short timeframe. Using creative exercises developed out of a limited series of in-depth interviews, we map out the range of patient experiences with a disease and its existing treatments. Though not intended as a full substitute for previous patient journey approaches, our method is an appropriate solution for companies challenged with time constraints and needing a working version of the patient story and perspectives as they build brand identities.
The roles of those working in commercial support functions are evolving and expanding, moving beyond pure market research to encompass other methodologies, such as competitive intelligence. The pharmaceutical industry has conducted both market research and competitive intelligence for decades, and for the most part, executive views of the two disciplines are clear and well-demarcated. However, in recent times, and in particular under resource and budget constraints, the two disciplines are increasingly being viewed as capable of being carried out by the same department, or in some organizations, by the same individual. In those situations, more often than not, a market researcher or market research group is asked to cover CI in addition to their full-time market research duties.
This presentation will first focus on the differences in mindset between the CI and MR disciplines, and address traditional roles each has assumed in the pharmaceutical industry. The presentation will finish with the compelling notion that, for the sake of the stakeholders and the success of the enterprise, these disciplines work best when they work together toward a common business goal. The speakers will highlight the challenges of conducting CI and emphasize the complementary nature of the two disciplines, which is ultimately where the best of each discipline glows.
In the next few years, the role and influence of payers will continue to expand, as managed care organizations exert more influence on pharmaceutical treatment decisions than any time in history. In this changing landscape, it is becoming more critical for marketing researchers to understand how to effectively integrate managed market perspectives into traditional research with healthcare providers and patients. Join us for a discussion on how effective marketing researchers are bridging the gap between managed markets and healthcare provider research to provide a more comprehensive understanding of true market performance and future potential.
Follow on from the last two years’ presentations we will provide a strategic assessment of the impact of information and medical technology on the Pharmaceutical Industry and on the demands that will be placed upon Market Research as a result.
Drawing on Segmedica’s Changing Healthcare in America series of studies and our work in public policy and medical innovation we will demonstrate how digital and genomic sciences are going to change our lives and our work in the very near future.
Where is it going, how do we sell into a new world that’s still evolving? Peter Simpson will take you on a journey you will not soon forget. This ground-shaking session will help you understand your new marketplace and your new ‘Customer’.
• The Beholder: Embracing Researcher Bias in a Study of Adolescents with Type I Diabetes
• Best Practices for Competitor Launch Tracking
• Biosimilars: Considerations for Launch
• Bridging the Gap: What You Need to Know about Managed Markets Research
• The Coming InfoTech Revolution in Healthcare
• Customer Inspired: How to Achieve and Sustain Growth in the 21st Century
• Decision Staging Dynamic Modeling
• DynaMo—A Unique Message Optimization Platform
• Everyone Has Habits. Even Physicians. Breaking the Paradigm of Prescribing Behavior. Uncovering Physician Habits and Increasing Brand Share. Disrupting Physicians’ Cognitive Habits
• Fighting Talk: The Effect of Using Military Style Language When Talking About Cancer
• From Empowered to Disempowered…to Being Empowered Again
• Gamification in Research: Captivate your Audience for Richer Data, Deeper Insights
• The Global Rise of Digital Technology and Their Usage Amongst HCPs
• The Greatest Snowstorm That Never Was: How Point Estimate Forecasting Can Unnecessarily Lead to Empty Bread Aisles
• The Healthcare Conversation Evolution: A Longitudinal Analysis of the Physician-Patient Relationship
• In-Market Testing vs. Market Research
• Innovative Methodologies for Market Access Market Research
• Integrating Digital Research for Optimal Insights
• Learning from Behavioral Economics to Discover New Ways of Eliciting Customer Emotions and Behavioral Drivers
• Mapping the Patient Journey Quantitatively, with Qualitative Online Techniques
• Market Research Departments Under Attack: Is Strategic Storytelling the Antidote?
• Market Research for Licensing & Acquisition: How the Dynamics Change
• Marketing With a Purpose
• New Opportunities to Motivate Patients in a Rapidly Changing Healthcare Landscape
• Optimizing Physician Sales Materials With Eye-Tracking
• RWE (Real World Evidence) in Market Research
• Redefining the Role of Patient Support Programs
• Reducing Uncertainty Through War Gaming
• Segmentation and Machine Learning: Incorporating Innovative Methodological Techniques Coupled with Best Practice Execution
• Specialty Care Market Overview: Infrastructure, Patient Flow and Market Research Considerations in China, India and Turkey
• Win/Loss Works in Life Sciences Too!
More to Come!