1. CAPABILITIES AND
INNOVATIONS
kaplanresearch

2. Experience
Matters
2 2

3. OVERVIEW
Why choose KaplanResearch?
KaplanResearch, Inc.
Qualitative and Quantitative Services
Innovations and specialties
 Telephone Focus Groups
 10+100
 ReCAP
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4. Why Choose
KaplanResearch?
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5. 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 meet
We help you decide
our clients’ specific needs
what to do with it –
Because Experience  Expertise with small start-ups and multinational
companies
Matters
 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
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6. KaplanResearch, Inc.
Clients include:
Global pharmaceutical companies
Device manufacturers
Biotechs and startups
Service suppliers
 Hospitals and hospital groups
 Physician groups
 Community organizations
Advertising agencies
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7. Focus Groups
 In-person and telephone
Qualitative  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
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8. Types of Studies & Techniques
 Attitude and Usage
 Concept Development and Testing
 Conjoint Analysis/Choice Modeling
Quantitative  Gap Analysis
 Market Segmentation
Services  Market Sizing
 Pricing Research
Methods
 Most studies conducted online (CAWI)
 Maximizes respondent
participation/convenience
 Facilitates presentation of visual stimuli
 Other methods: telephone,
in-person, mixed, employed as needed
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9. Innovations and
Unique Expertise
Telephone Focus Groups | ReCAP | 10+100
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10. Experience Matters
 Conducting a telephone focus group is a complex
task
Telephone  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
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11. Grew out of our telephone expertise
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.
Imagine a focus Tests how messages are being delivered, and
how they are being heard (or not being heard)
group within a
focus group  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
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12. ReCap | Imagine a focus group within a focus group
1 2 3
30-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 heard
discuss recent sales calls, “listen only” mode, hear MDs and the implications for
challenges and successes. discuss the product and their selling strategy. Reps
Establishes a frame of class, its position in the share their ideas about fine-
reference for listening to market, and the competition. tuning the marketing
the physicians. strategy.
HQ team has heard it all, and can join reps for the ReCAP
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13. 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 quickly
10+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)
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14. 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
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15. WHY CHOOSE KAPLANRESEARCH?
 Expertise that comes with decades of
?
conducting health care research
 A broad understanding of the healthcare
landscape
 Experience in aesthetics
 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
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16. Closing
kaplanresearch
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