May Webinar: Big Picture Healthcare Research

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Explore creative sampling methods to reach patients, physicians and healthcare providers.

Presentation by: John Turner, MPH
Director, Healthcare Solutions

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May Webinar: Big Picture Healthcare Research

  1. 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 Webinar1 © 2012 Research Now
  2. 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 Reach2 © 2012 Research Now
  3. 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) -Reuters3 © 2012 Research Now
  4. 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  Payers4 © 2012 Research Now
  5. 5. Audience Challenges What’s at stake?  Finite Groups  Ailment Prevalence  Unique Recruitment Methods5 © 2012 Research Now
  6. 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 Reach6 © 2012 Research Now
  7. 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. 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 sufferers8 © 2012 Research Now
  9. 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. 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 Source10 © 2012 Research Now
  11. 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 Caregivers11 © 2012 Research Now
  12. 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 feedback12 © 2012 Research Now
  13. 13. Mobile Reach  Recruit physicians via mobile devices  App  Push Text Technology  Mobile Patient Communities  Developing Nations – mostly mobile  Real-Time Data13 © 2012 Research Now
  14. 14. One Stop Shop Added benefits  Customized Solutions  Creative approach to sampling  Find hard-to-reach audiences  Deliverability of data  Single point of contact14 © 2012 Research Now
  15. 15. Thank You for Participating Any questions? jturner@researchnow.com15 © 2012 Research Now

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