The document discusses creative sampling methods for reaching patients, physicians, and healthcare providers. It outlines challenges in sampling these audiences due to their finite size and unique recruitment needs. Methods proposed to access hard-to-reach groups include multimode recruitment, considering job function over title, live intercepts, partnerships with associations and non-profits, third-party household data, till recruiting at pharmacies, and mobile technologies. The goal is to provide customized solutions and find innovative ways to sample niche audiences.

1. Big Picture Healthcare Research:
Explore creative sampling methods to reach
patients, physicians and healthcare providers.
John F. Turner, MPH
Director, Healthcare Solutions
Around the water cooler
May 2012 Webinar
1 © 2012 Research Now

2. Agenda
Big Picture Healthcare Research
 Healthcare Market Research – a paradigm shift
 Targeted Audiences – why each group is important
 Creative Sampling Methods
 Multimode Recruitment
 Think “Function” not “Title”
 Live Intercepts
 Association Partnerships & Non-Profits
 3rd Party Household Data
 Till Recruiting
 Mobile Reach
2 © 2012 Research Now

3. Healthcare Market Research
Where is Healthcare Market Research heading?
By 2014…
 Old Industry Standards
60% of companies expect an
 Physicians only
increase in total spending on
outside resources for
pharmaceutical market
 Today’s Market Emphasis research.
 Direct-to-Consumer Advertizing
Pharmaceutical market research
 Niche products with small survey universes
vendors will be expected to
 Patent Cliff function as full partners,
delivering fully vetted
recommendations instead of
 Market Spend just data, and to provide access
 ~$1.3 Billion in 2010 to innovative methodologies
and techniques.
— Inside Research (May 2011)
-Reuters
3 © 2012 Research Now

4. Healthcare Research Audiences
Comprised of many unique groups
 Physicians/Healthcare Providers
 Highly educated
 Valuable opinions
 Treatments/Services provided
 Market Influencers – Rx behavior
 Influence medication, equipment, and services used/provided
 Perception, image, and awareness
 Patients
 Product adherence
 Market perception
 Brand Satisfaction/Dissatisfaction
 Utilization
 HB2B
 Healthcare business knowledge
 Purchase decisions
 Payers
4 © 2012 Research Now

5. Audience Challenges
What’s at stake?
 Finite Groups
 Ailment Prevalence
 Unique Recruitment Methods
5 © 2012 Research Now

6. Creative Sampling Solutions
Finding the “Hard-to-Reach”
 Multimode Recruitment
 Think “Function” not “Title”
 Live Intercepts
 Association Partnership & Non-profits
 3rd Party Household Data
 Till Recruiting
 Mobile Reach
6 © 2012 Research Now

7. Multimode Recruitment
 Invitation Methods
 Email
 Direct Mail
 Phone (Mobile)
 Fax
 Referral (Colleague)
 Benefits
 Expands total targetable universe
 Improves response rates
 Increases deliverables
 Targets
 Physicians
 Patients
 HCPs – Dentists, Veterinarians, Nurses, Radiology Techs, etc.
 HB2B – Hospital Administrators, Payers, Purchasing Directors, etc.
7 © 2012 Research Now

8. Think “Function” not “Title”
Start expanding the possibilities for reaching your target
Example: Hospital Administrators
Questioning should reveal role and/or decision making/influencing capabilities
Example: Surgeons
How many stent implantations do you perform in a given week?
Example: Patients
Co-morbid condition sufferers
8 © 2012 Research Now

9. Live Intercepts
Directly engage a particular person or group in a random
or specified location
 Targets
 Cancer
 HIV/AIDS
 Hemophilia
 Hepatitis
 Pros
 Reach low prevalence ailments and/or undergoing unique treatments
 Reach respondents who may not be online and/or part of online panels
 Cons
 Longer field times
 Higher CPIs due to additional/unique efforts needed and cash incentives
Example: Hispanic Female AIDS/HIV Patients
4% of the AIDS/HIV population (~0.04% of the general population)
9 © 2012 Research Now

10. Association Partnerships & Non Profits
Good resource for finding “hard-to-reach” targets
 Find Networks
 Low Incidence Rate Populations
 Give Back to the Community
 Information
 Revenue Source
10 © 2012 Research Now

11. 3rd Party Household Data & Caregivers
Consider who will know the most about an ailment and treatment
 Can often be caregivers and/or household members, not sufferers.
 “Are you a caregiver of someone who suffers from…?”
 “Does someone in your house suffer from…?”
 3rd Party Household Data
 Self-reported household data pertaining to specific ailments
 Screen to obtain sufferer or caregiver
 Does not violate HIPAA
Example: Alzheimer’s Patients & Their Caregivers
11 © 2012 Research Now

12. Till Recruiting
What is Till Recruiting?
 A method used to invite highly targeted consumers of prescription drugs to
participate in surveys when they have their prescriptions filled.
 A survey invitation is automatically triggered by the purchase of the
medication and is attached or inserted into the prescription bag.
 Benefits
 Point of Purchase
 Low prevalence/hard-to-reach ailments
 Specific Rx Populations
 Adoption of new Rx
 Real time feedback
12 © 2012 Research Now

13. Mobile Reach
 Recruit physicians via mobile devices
 App
 Push Text Technology
 Mobile Patient Communities
 Developing Nations – mostly mobile
 Real-Time Data
13 © 2012 Research Now

14. One Stop Shop
Added benefits
 Customized Solutions
 Creative approach to sampling
 Find hard-to-reach audiences
 Deliverability of data
 Single point of contact
14 © 2012 Research Now

15. Thank You for Participating
Any questions?
jturner@researchnow.com
15 © 2012 Research Now