EXPERIENCE MATTERSTried and True Qualitativeand Quantitative ServicesInnovations and Specialties Telephone Focus Groups 10+100 ReCAP 3
KaplanResearch, Inc. Experienced, creative researchers Understand the healthcare landscape Tried and true qualitative and quantitative We don’t just methodologies report information. Innovations, like ReCAP and 10+100, designed to meetWe help you decide our clients’ specific needs what to do with it. Expertise with small start-ups and multinational companies The flexibility, individual attention, and good value that only a small company can provide Marketing perspectives, gained from working on the client side and as external consultants The advantages of a full-service organization In business since 1992 4
KaplanResearch, Inc. Clients include: Global pharmaceutical companies Device manufacturers Biotechs and startups Service suppliers Hospitals and hospital groups Physician groups Community organizations Advertising agencies 5
Focus Groups In-person and telephoneQualitative Triads and mini-groups Services In-depth Interviews In-person and telephone Key opinion leader interviews Managed care decision-makers Webcam research and other internet-based methods Clear, to-the-point reporting Conclusions based on the research With a marketing perspective Actionable recommendations 6
Types of Studies & Techniques Attitude and Usage Concept Development and Testing Conjoint Analysis/Choice ModelingQuantitative Gap Analysis Market Segmentation Services Market Sizing Pricing Research Methods Most studies conducted online (CAWI) Maximizes respondent participation and convenience Facilitates presentation of visual stimuli Other methods: telephone, in-person, mixed, employed as needed 7
Innovations and Unique ExpertiseTelephone Focus Groups | ReCAP | 10+100 8
Experience Matters Conducting a telephone focus group is a complex taskTelephone KaplanResearch moderators have been doing it for the healthcare/pharmaceutical industry >20 Focus years Groups Benefits Include Better physician sample Geographical distribution in every group Eliminates sponsor travel Saves time and money Respondents forced to be more articulate Sponsor can join the group to ask a question or probe an issue more deeply. Direct, real-time communication between sponsor and moderator 9
Sales and Marketing Working Together Created for a global pharma company that needed to know how ReCAP new “upgrade” message was being delivered by the sales force – as well as how it was being received.Grew out of our Tests how messages are being delivered, and how they are being heard – or not being heard telephone expertise NOT a technique to test reps Allows sales and marketing hear – together – what customers/prospects are saying when a company rep is not around Current Utilization Typically as a series, with one group per sales region Before, after, and during product launches After new sales materials/ad campaigns are implemented Before and after major sales training/meeting/event 11
ReCAP | Imagine a focus group within a focus group 1 2 330-minute teleconferences, 60-75 minute telephone focus Reps return for a “ReCAP,”each with 8-10 field reps to groups with MDs. Reps in to discuss what they hearddiscuss recent sales calls, “listen only” mode, hear MDs and the implications forchallenges and successes. discuss the product and their selling strategy. RepsEstablishes a frame of class, its position in the share their ideas about fine-reference for listening to market, and the competition. tuning the marketingthe physicians. strategy. HQ team has heard it all, and can join reps for the ReCAP 12
Created for our start-up clients – who are always short on time and money, but long on research needs Compressed timeline gains key market research insights quickly10+100 5 - 6 weeks from kick-off through results presentation Solid qual/quant research design 10 depth qualitative interviews 100 online quantitative interviews Single market segment Domestic US (and Canada) 13
10+100: Fast Timeline Researchers shadow each other to be ahead of the curve Quantitative phase begins early Researchers incorporate learnings along the way Week 1 2 3 4 5 6 PHASE 1 QUALITATIVE Determine Screening Criteria Develop Discussion Guide Recruit Respondents Conduct Research Analysis & Report PHASE 2 QUANTITATIVE Draft Survey Programming & Pre-test Field Survey Coding & Data Processing Analysis & Report 14
WHY CHOOSE KAPLANRESEARCH? Expertise that comes with decades of conducting health care research Because A broad understanding of the healthcare landscape Experience Experience in aesthetics Matters A small, but full-service company providing outstanding client service by seasoned professionals Clear, to-the-point reports and analysis A marketing perspective Actionable recommendations 16
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