At the same time, research has shown that the industry has been seeing HCP push-back due to over-communication and in some cases, “spamming.” Based upon recent voice of customer research funded and conducted by ThinkGen researchers, Dr. Tom Hartley (Senior Vice President) and Noah Pines (CEO) will provide some insights into the drive towards more personalized, individualized and customized modes of HCP communication, with a focus on messaging. This talk is aimed at helping marketing researchers understand today’s current HCP engagement landscape, and to leverage Dynamic Messaging to tailor the message to HCP’s unique habits and communication profile preferences to help drive the success of the brand.
As market researchers and forecasters, a large part of our job is to understand the vagaries of the future market and find ways to bring more precision to estimating future share. The two main approaches to share estimation – global patient allocations, where we ask physicians for stated prescribing intent, and patient treatment scenarios, where we derive share from observing prescribing behavior – both have their advantages and disadvantages. In this session, we review results from several recent demand studies in which both methods were employed and discuss the benefits and drawbacks of each. We will highlight a significant problem but often hidden challenge we uncovered with global allocations. Finally, we will outline concrete recommendations for improving the dependability of your demand studies.
Current traditional approaches and tools used to understand the patient experience can leave gaps, preventing a marketing team from fully hearing their stakeholder’s voice. But thanks to a unique combination of innovative technology and human-powered analytics, you can blend head and heart to get at the core of what motivates patients to take better command of their health and wellness.
Through a case study, discover how a novel, agile automated voice-response methodology was employed that provided distinctive insights and actionable recommendations and drove measurable results for the brand. Truly hear the voices of your patients, precisely understand them, and expertly apply these learnings to optimize your marketing communications.
In this talk, Fulcrum Research Group and Biofrontera will discuss how incorporating archetypes into market research can help marketing teams better understand the personalities and core motivations of their customers, allowing for promotional strategies and tactics better tailored to motivate action. We also discuss ongoing efforts to create a quantitative tool that would allow archetypes, which are typically evaluated via qualitative market research interviews, to be assessed quantitatively.
These dual challenges create an environment where the certainty of personal interactions makes them all the more valuable and the impact of a targeted, integrated digital strategy all the more powerful.
Drawing on an analysis of the state of promotion over the last 2+ years, we’ll explore cohesive strategies for measuring and optimizing engagement with your target customers within a broader omnichannel model.
1. Understanding & improving the level of patient engagement with online healthcare communities
2. Uncover patient’s untold perceptions on diagnosis, treatment, brand perception and usage
3. Analyze patient’s reaction for social media listening on efficacy, side effects & treatment costs
This is causing quite a bit of confusion and concern, as these unsupported channels are producing research results that are often inaccurate, narrowly communicated (creating insights silos), and not in accordance with compliance policies and therefore a compliance risk. While many marketing, medical affairs and ad agencies love it because they can do quick tests on small items, the risk that it could grow to include more strategic items is definitely there and that it could impact the perceived value of the standing insights department, as well as lead to bad business decisions.
The most forward-looking companies in the biopharma industry, such as BMS are taking the opportunity to elevate the market research function by incorporating multiple new modalities including behavioral science. Join Therese Glennon, global VP of Customer and Market Insights at BMS and Elys Roberts, Founder & CEO of BEESY for this engaging, case-study based presentation. You’re guaranteed to leave with practical nuggets on steps to take to increase the value of the market research function in your organization, plus how to apply rigorous behavioral science to enhance the value and impact of your insights.
Clinical environments and the limitations of human psychology as well as the power of subtle social and systemic influences necessitates decision-making that relies on more intuitive, System 1 decision-making more than ever before.
In other words, healthcare professionals are human too, and just as susceptible to the same errors in judgment and decision-making as the rest of us.
As business professionals seeking to influence HCP behavior, it’s important that we come to terms with these realities and their impact. In this talk, we will focus on these forces and what you can do about them, including:
– The under-appreciated and little known factors that limit HCPs capacity to be objective
– The predominant influences that nudge physicians to prioritize certain options over others
– Ways you can foster more empathy and understanding for the complexity under which HCPs are making decisions
– Methods and approaches that can help you change ingrained HCP behavior
Dig deeper into clinical reasons for uptake or switching and understand what the physician is actually prescribing. Gain more insights into the physicians’ prescribing behaviors – are they making their decisions at the point of care or after hours? Understand in more clinical detail the patient segments. Access to a large EHR system opens up new possibilities for most more time-sensitive, efficient and effective insights and we need to be prepared to embrace them.
In addition to these external challenges, the market is still highly fragmented and competition is intense.
The C.I. and Market Research function can help with the transformation from traditional generics player to agile competitor.