Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

A new technology to adjust to Pharma’s new reality and engage HCPs

237 views

Published on

Download this presentation on our website https://goo.gl/rfHD2b

Everyone is under pressure in today’s busy world. In demand. Multi-tasking, short of time and increasingly reliant on the mobile devices that dominate our daily lives. How can we “tap” into these new dynamics? Find a way that “clicks” with respondents? And allows us to “zoom in” on both their conscious and subconscious decision-making processes to deliver more representative results?

If you’re wondering what the next generation of in-the-moment, on-the-move, pharma market research will look like, this presentation may have the answer – deep in the heart of a beer ad. It’s innovative, intuitive and fun.

Published in: Health & Medicine
  • Be the first to comment

A new technology to adjust to Pharma’s new reality and engage HCPs

  1. 1. Just what the doctor ordered? A new technology to adjust to Pharma’s new reality and engage HCPs
  2. 2. Today’s new reality changes the game
  3. 3. Patients empowered with info and choices New 5x5 reality of HCPs Bridging rational and emotional drivers Need to define the ‘real’ drivers of prescription Changing market Compliance & lifestyle Is our new reality changing the drivers of prescription?
  4. 4. Tend to focus mainly on rational processes Are not suitable for mobile devices Are not very engaging for physicians 21 3 Traditional methods no longer tackle the challenges of today
  5. 5. How to overcome these challenges within the Healthcare industry A new technology that blends implicit research techniques with an engaging mobile interface
  6. 6. Mobile allows us to improve our data collection process Current: Patient Consultation Patient Record Patient Consultation Mobile Survey New:
  7. 7. Swiping Trade-Offs The Why Will achieve higher compliance|Clinical trial outcomes Clinical trial outcomes Improving patient adherence VSMotivatingNot motivating
  8. 8. Swiping. Categorize stimuli through anintuitive swiping exercise that relies heavily on system 1processes Swipe Direction Metric 1 Reaction Time Metric 2 Clinical trial outcomes Motivating to prescribe Not motivating to prescribe
  9. 9. Trade-off. Compare and consider different options at the moment of truth Product Choice Metric 1 Reaction Time Metric 2 Clinical trial outcomes Improving patient adherence VS
  10. 10. Study Design 6 min A B A B Base case 3 Patient cases 3 x 6 min
  11. 11. 12 drivers of prescription Affordability Improving FEV Patient adherence Easy to use inhaler Safety profile Personal experience Fit to patient life style MOA Hospital guidelines Trial outcomes Relationship with manufacturer Improving TDI
  12. 12. Hard and soft drivers of prescription Affordability Improving FEV Patient adherence Easy to use inhaler Safety profile Personal experience Fit to patient life style MOA Hospital guidelines Trial outcomes Relationship with manufacturer Improving TDI Hard rational drivers Soft emotional drivers
  13. 13. Robust Study Sample 2/3 Pulmonologists 1/3 PCPs 94 Physicians 225
  14. 14. The results of this new method
  15. 15. “Excellent and easy to read and use. Very innovative! ” “Good idea, send more of this! Love it! ” “ I think the format is fabulous! I feel that this way of questioning is much more engaging and the agency will get much better results than clicking on a mouse, which can be relatively boring. ” Engagement is up! Only 5 working days of fieldwork
  16. 16. Patient case Patient case ‘Soft’ >= ‘Hard’ drivers Emotional drivers are just as motivating to prescribe as hard / rational drivers, if not more… A B Hard drivers Soft drivers
  17. 17. Swiping includes soft drivers of prescription Affordability Improving FEV Patient adherence Easy to use inhaler Safety profile Personal experience Fit to patient life style MOA Hospital guidelines Trial outcomes Relationship with manufacturer Improving TDI Hard rational drivers Soft emotional drivers <
  18. 18. Base Case Patient case 0 20 40 60 80 100 Affordibility Improving FEV Trial outcomes Patient adherence Easy to use inhaler Safety profile Personal experience Swiping also captures preconceptions better And differentiates less between patient and base case 6% Absolute average difference Scores Prescription drivers
  19. 19. 0% 5% 10% 15% 20% 25% 30% Affordability Improving FEV Trial outcomes Patient adherence Easy to use inhaler Safety profile Personal experience Base Case Patient case However, trade-off distinguishes clear priority And does capture ‘pre-conditioned’ answers such as trial, ease of use and safety 33 % Absolute average difference Scores Prescription drivers A B
  20. 20. Key take-aways Physicians like mobile research Swiping reveals emotional drivers Establish Priority A B
  21. 21. Robert Dossin Client Solutions Director Paul Janssen Vice President Questions? SKIM is at booth no. 15
  22. 22. Try it yourself http://tinyurl.com/SKIM-Unspoken

×