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Click here or press enter for the accessibility optimised version Digital Health Playbook (US version) containing 9 chapters. Chapter 1 of 9. Skip to content Contents INSIGHTS PLAYBOOK A FRAMEWORK TO HELP YOU FIND ANSWERS TO YOUR NEW BUSINESS QUESTIONS false 1 / 9 Click when you see this icon to immerse yourself in deeper content Ok Click here or press enter for the accessibility optimised version Digital Health Playbook (US version) containing 9 chapters. Chapter 1 of 9. Skip to content Contents INSIGHTS PLAYBOOK A FRAMEWORK TO HELP YOU FIND ANSWERS TO YOUR NEW BUSINESS QUESTIONS false 1 / 9 Click when you see this icon to immerse yourself in deeper content Ok Click here or press enter for the accessibility optimised version Digital Health Playbook (US version) containing 9 chapters. Chapter 1 of 9. Skip to content Contents INSIGHTS PLAYBOOK A FRAMEWORK TO HELP YOU FIND ANSWERS TO YOUR NEW BUSINESS QUESTIONS false 1 / 9 Click when you see this icon to immerse yourself in deeper content Ok Click here or press enter for the accessibility optimised version Digital Health Playbook (US version) containing 9 chapters. Chapter 1 of 9. Skip to content Contents INSIGHTS PLAYBOOK A FRAMEWORK TO HELP YOU FIND ANSWERS TO YOUR NEW BUSINESS QUESTIONS false 1 / 9 Click when you see this icon to immerse yourself in deeper content Ok We use cookies for user experience and analytics. By navigating this site you agree to allow us to collect information through cookies. Learn more, including about controls: Cookie Policy × Please rotate your device. × SHARE BY EMAIL From To , DIGITAL HEALTH PLAYBOOK (US VERSION) FRONTLINE HEALTHCARE PROVIDERS HAD TO PIVOT TO DIGITAL CHANNELS TO DELIVER SERVICES TO PATIENTS. PHARMACEUTICAL SALES FIELD FORCES SWITCHED TO VIDEO... INSIGHTS PLAYBOOK A FRAMEWORK TO HELP YOU FIND ANSWERS TO YOUR NEW BUSINESS QUESTIONS DIGITAL HEALTH TRANSFORMATION THE GLOBAL PANDEMIC HAS SIGNIFICANTLY ACCELERATED DIGITALISATION ACROSS THE ENTIRE HEALTHCARE ECOSYSTEM. Frontline healthcare providers had to pivot to digital channels to deliver services to patients. Pharmaceutical sales field forces switched to video conferencing and instant messaging platforms to communicate with healthcare professionals. Medical conferences became virtual events delivered online. In addition, a whole host of digital products and services have been rapidly evolving and emerging into this changing landscape. In a very short period, healthcare has changed dramatically and irreversibly. As the life sciences industry continues to expand its digital initiatives, the need for business intelligence and market research insights to support their development and deployment is paramount. Report: Digital Health Tools - Physician Trends → Dr Amit Arora, Ocular Oncologist, Moorfields Eye Hospital, UK talks about the benefits of teleconsultation WELCOME TO OUR PLAYBOOK BASED ON OUR DIGITAL HEALTH FRAMEWORK, THIS PLAYBOOK CONTAINS ASSETS, TOOLS AND MARKET RESEARCH SOLUTIONS TO HELP YOU FIND ANSWERS TO THE NEW BUSINESS QUESTIONS AROUND DIGITAL HEALTH TRANSFORMATION. OUR DIGITAL FRAMEWORK Click on an icon to see all content in this section -------------------------------------------------------------------------------- DIGITAL ECOSYSTEM OUR DIGITAL ECOSYSTEM COMPRISES DIGITAL HEALTH, DIGITAL ENGAGEMENT AND DIGITAL MARKET RESEARCH. WE PROVIDE INSIGHTS TO SUPPORT THE DEVELOPMENT OF DIGITAL HEALTH PRODUCTS AND SERVICES, AND EVALUATIONS OF DIGITAL ENGAGEMENT CHANNELS INCLUDING OMNICHANNEL ANALYTICS. Digital health There are an ever-growing number of digital health products and services in development and on the market, which can be broadly grouped into 4 categories: DIGITAL SOLUTIONS DIGITAL THERAPEUTICS DIGITAL DIAGNOSTICS DIGITAL MEDICINES Telemedicine, mHealth and internet hospitals / remote testing, home delivery services and workflow optimisation. Evidence-based therapeutic interventions using software programmes. Automated health assessments carried out electronically and virtually. Pharmaceuticals which combine a precription medication with an ingestible component. HOW WE CAN HELP We can help you to understand unmet needs of doctors and patients, the optimal features for a telemedicine or mHealth service, as well as likely take-up, challenges to adoption and evaluate success to launch and beyond. Our specialist medtech team, based across both the US and EU, can support the development of digital therapeutics and diagnostics using the full range of MRX methodologies through the product lifecycle, from concept testing, value proposition development to monitoring uptake post launch. Our qualitative and quantitative specialists use their expertise in prescription medicines to apply custom research solutions to support the effective launch of digital medicines. Case study: How we helped determine the ideal telemedicine service for ophthalmic conditions → Case study: How we assessed the level of demand and competition for a novel digital implantable therapeutic → Case study: How we assessed the market opportunity for a digital health solution → Case study: How we helped a JV in the strategic development of a digital diagnostic tool → Digital engagement insights Communications must be consistent, integrated across channels and personalised to the user: Right customer, right channel, right content. Digital HCP and patient profiling Asset development Customer or UX testing Channel evaluation & optimisation Omnichannel management Engagement tracking Insights you will need In-depth understanding of current and future behaviour, biases, preferences and needs, both digital and non-digital. Understanding of unmet needs and optimum design, format and content of considered asset. Understanding of audience interaction with the asset or solution and how easy and engaging it is. Understanding the success of a engagement channel, its content the format and effectiveness. Understanding of how each channel is working separately and together to support optimum engagement and brand performance. Understanding the extent to which each initiative is meeting its objectives, in by customer, channel and message. Some examples of RP techniques Tech Type → Influencer ID → Expert UX → Choice Qual → Demand Assessment → Expert UX → PSP Enhance → Emotion AI → Expert UX → PSP Enhance → Conference Live → Tech Type → PSP Enhance → Tech Type → Tech Type → Social listening → Digital market research methodologies We employ digital and mobile methodologies to support your research objectives and have also developed a suite of proprietary techniques: Mobile and web-assisted interviews and web-assisted interviews Depths, groups and quant research conducted using tools such as Zoom & InterVu, survey apps, chatbots, etc. AI/ machine learning Employing tech tools to analyse data, automate processes, create segmentations and deliver dashboards. MROCs & Bulletin boards Bulletin boards conducted during set period in respondent’s own time. MROCs conducted by respondent over a longer period in moderated forum to collect longitudinal and in-depth insights. Emotional analysis Analysis of respondents' emotional reactions to stimuli via facial or voice analysis to generate a deeper understanding of beliefs, attitudes or behavior. Virtual/ Augmented reality Virtual or augmented reality to test product concepts or to create a more realistic environment for research. Social media listening & online tracking Analysis of social media activity, evaluating content, language & sentiment. Tracking activity to understand digital behaviour. Digital ethnography Using online & mobile tools for ethnographic research to go more broadly and deeply into a topic or experience. Influencer mapping Using social tools to map and profile new healthcare online influencers to get a robust understanding of their strategic potential and how they can be engaged. UX & usability testing Evaluate user behaviours, needs and motivations for engaging with digital assets through observation and task analysis. Virtual backroom brainstorm Using online chat tools and private rooms to discuss insights coming from research with clients as they happen. Find out more about our digital market research experience and proprietary techniques → INSIGHT SOLUTIONS WE SUPPORT DIGITAL HEALTH TRANSFORMATION BY HELPING YOU: – UNDERSTAND STAKEHOLDERS' DIGITAL NEEDS AND PREFERENCES – DESIGN EFFECTIVE PRODUCTS AND SERVICES – TRACK PERFORMANCE UNDERSTAND STAKEHOLDERS' DIGITAL NEEDS AND PREFERENCES WHY? ONE OF THE LASTING LEGACIES OF THE PANDEMIC IS AN ACCELERATION IN THE UPTAKE OF DIGITAL CHANNELS TO COMMUNICATE, SEEK INFORMATION AND MAKE INFORMED DECISIONS. To build a digital customer base and effectively engage/communicate online, you must first understand your audience: * What are their current needs and future expectations and behaviours? * What are their preferences and frustrations? * What channels do they use or avoid? * How can companies effect behavioural change? By understanding each of different stakeholders you can create a better digital service, or deliver a tailored, personalized online experience that resonates with the user. HOW? We use real-world immersive qualitative methods such as ethnographic research to build in-depth understanding of your audiences, identifying drivers of behavioural change. We segment each stakeholder group via technographic profiling which allows you to segment customers and develop tailored solutions for your digital strategy. Our proprietary methodologies will help you understand and navigate the new world environment and be agile to develop new tailored solutions. Case study: How we helped our client understand recent behaviour changes in market dynamics → DESIGN EFFECTIVE PRODUCTS AND SERVICES WHY? When a new product or service is launched where there wasn’t anything before, demand must be created by promoting the benefits of adoption. But since it is not possible to design products or services to meet everybody’s needs, buyers or users will often make some form of trade-off in decision-making. We can help you design products that serve your segments’ needs as effectively as possible. Case study: How we helped optimise a Patient Support Programme (PSP) website and assess the need for a Portal → HOW? We employ a mixture of methodologies, both qualitative and quantitative, to help you develop your product and build your brand. We take an iterative, agile approach, using the jobs to be done methodology to identify unmet needs and inform product design and development. For in-depth understanding we use projective techniques such as future framing to put the respondent in a future scenario and immersive methods such as observational research and ethnography to analyse the real-world environment.Products and services can be developed in creative ideation or co-creation workshops. To test features of products we can use conjoint and other advanced analytics techniques to produce simulators. For digital solutions we can conduct user experience research, and for digital products we can conduct human factors research to understand and test how people interact with products and services in the real world. TRACK PERFORMANCE WHY? TRACKING IS USED TO ASSESS THE PERFORMANCE OF ACTIVITIES WITHIN THE COMPETITIVE ENVIRONMENT, AS WELL AS MEASURE SUCCESS AGAINST KEY PERFORMANCE INDICATORS (KPIS). TRACKING IS ALSO USED TO MEASURE CUSTOMER ENGAGEMENT WITH THE DIGITAL SOLUTION, AS WELL AS END BENEFITS. Tracking could measure the uptake of a new product, the effectiveness of communication strategies across digital channels, as well as how a company’s activities and messages are perceived vs. competitors. Insights from tracking studies help us to identify where fine-tuning is required to optimise performance. HOW? Traditionally tracking is conducted via online research with HCPs, patients, consumers, etc. We have adapted our approaches to collect data across multiple channels, and integrate analysis of quantitative data with qualitative follow-up interviews, secondary data and insights from social media. We have been developing new approaches using smart devices to capture spoken word. This provides emotional analysis within quantitative tracking to generate richer and more natural feedback and provide additional layers of insight into performance. Our brand equity tracking can incorporate brand and company perceptions with company activity to develop models to identify drivers of patient share. We can use agile PRFs supported by periodic deep dives to provide brand teams with up-to-date insights and early warnings of issues to address. INSIGHT ACCELERATORS OUR RESEARCH IS ELEVATED WITH THESE APPROACHES AND TECHNIQUES: - TECHNOLOGY - BEHAVIOURAL SCIENCE - ETHNOGRAPHY - SOCIAL LISTENING - AGILE METHODS - ADVANCED ANALYTICS - CREATIVE SERVICES TECHNOLOGY Leveraging technology in data collection, analytics and outputs TECHNOLOGY, MACHINE LEARNING AND AI HAVE REVOLUTIONISED THE WAY WE CAN UNDERTAKE MARKET RESEARCH, FROM VIRTUAL WORKSHOPS TO AUGMENTED REALITY. We use the latest innovative methodologies and partner with leading AI / Technology companies with cutting edge platforms to deliver deeper, more actionable insights. To the right are some examples of how we are leveraging technology. FIND OUT MORE FROM OUR EXPERT: Richard Head, Senior Director OUR APPROACH: LEVERAGING TECHNOLOGY Emotional analysis With facial expression & voice analysis we can test the impact of any message, digital interaction or product/service meant to elicit emotional arousal and facial responses. AI-based research tools We are testing and making use of machine learning tools where appropriate, such as automated survey design, automatic translation and transcription, text analysis tools. AI-based dashboards AI-powered insights through intelligent dashboards accelerate better business decisions with intelligent search, actionable recommendations, and interactive stories. AI-based segmentation AI-based algorithms are dynamic and can automatically update segments in a widely changing market based on a customer's most recent interaction. -------------------------------------------------------------------------------- BEHAVIOURAL SCIENCE Understanding behaviour, biases and heuristics to overcome barriers and drive desired outcomes THE PANDEMIC HAS DRAMATICALLY CHANGED BEHAVIOURS, WITH MANY ADOPTING DIGITAL TOOLS FOR THE FIRST TIME. We apply the principles of behavioural science in our market research design and analysis to help you navigate the new digital market landscape and understand how your stakeholders make decisions. FIND OUT MORE FROM OUR EXPERT: Anthony Greenwood, Director Our approach: the EAST framework Behavioural science is the scientific, evidence-based study of human behaviour in order to influence desired changes. The practice builds an understanding of how people react psychologically and respond to interventions, environments and stimuli. We use the EAST framework to understand human behaviour and to propose nudges that encourage preferred behaviours. This simple framework identifies where biases might appear and suggests ways to make desired behaviours easy, attractive, social and timely. In the fluid, dynamic digital world it is essential to keep evolving, therefore applying these principles allows organisations to better understand stakeholders' future behaviour. -------------------------------------------------------------------------------- ETHNOGRAPHY Exploring the everyday behaviours of key stakeholders to identify their digital preferences Our approach: Unbiased observation We carry out real-time and unbiased observation of spontaneous and non-spontaneous daily digital behaviours of respondents: * Context in which the behaviour is taking place (breaks, corridor, commuting, during a consultation, etc.) * Type of channel / source, format, content engaged in * Active vs. passive engagement with content * Frequency of engagement * Quality of engagement; the amount of time spent, bookmarked, printed, shared, etc. * Navigation patterns * Moments of delight, apathy, despair & frustration FIND OUT MORE FROM OUR EXPERT: Mandira Kar, Research Director ETHNOGRAPHY EXPLORES THE VAST AND DIVERSE DIGITAL ECOSYSTEM THAT HCPS AND PATIENTS ENGAGE IN. This can include email notifications, podcasts, reference websites, pharma websites, social media channels (Twitter, Instagram, FB, LinkedIn, YouTube), social media influencers, apps, blogs, webinars, search engines, and WhatsApp. Case study: How we sought to understand marketing to Millennial Physicians → -------------------------------------------------------------------------------- SOCIAL LISTENING Exploring and guiding the online healthcare conversation AS HCPS AND PATIENTS INCREASINGLY TAKE TO SOCIAL MEDIA TO SHARE THEIR HEALTHCARE EXPERIENCE, SO PHARMA MUST LISTEN TO AND JOIN THE CONVERSATION. Structured social listening helps understand unmet needs, highlight roadblocks in the patient journey and evaluate brand sentiment. FIND OUT MORE FROM OUR EXPERT: Basil Feilding, Associate Director Our approach: Structured and carefully interrogated We work with you to define your research objective, scope the project and define data sources, search terms, themes and topics. We can undertake social listening as a stand-alone project or as part of a larger qualitative or quantitative study. Our research teams will work with you to analyse the data, interrogate it further, and if necessary, combine it with additional data sources. We will provide you with insights and a workable action plan for social media engagement. Case study: How we uncovered unmet needs using social media listening → 1. Identify tools & data sources Based on research needs, geographies, sources 2. Generate clean data Deploy keywords to harvest mentions across the social web (Twitter, Facebook, Instagram, Blogs, Forums) 3. Conduct thematic analysis Identify themes and topics surrounding product mentions 4. Derive topic structure Develop more advanced Boolean strings or manual coding to segment mentions into relevant themes 5. Conduct qualitative & quantitative analysis And integrate with other research streams -------------------------------------------------------------------------------- AGILE METHODS Leveraging the principles of agile to develop bespoke, iterative research The current pace of change has brought about a need for a switch in focus from inputs to outcomes, and from following a plan to responding to changes. An agile approach to research can work well in supporting digital health transformation, especially in the development of innovative products and services. Find out more from our expert: Paula Coyle, Director Our approach: Nimble and collaborative With agile research, there is less need for large samples, multiple markets, long interview durations, and more of a need to deliver insights that answer the key research question. At Research Partnership we focus on business need, exploratory / flexible research objectives, easily digestible insights, and required feedback to guide future direction. To facilitate this, we leverage appropriate methodologies and technologies: * Mobile surveys & ethnographies * Instant video capture & editing * Transcription tools and auto-coding verbatims * Natural language processing * Analysis of respondents' emotional reactions via facial or voice analysis * Live dashboard reporting -------------------------------------------------------------------------------- ADVANCED ANALYTICS Using sophisticated modelling tools to understand digital behaviours Analytics creates meaning from data and supports effective decision-making. Digital channels provide us with vast amounts of data, but it can be hard to know what to do with it. Advanced analytics techniques allow us to create insights which are meaningful and actionable. Our approach: Custom-designed analytics Our in-house team have in-depth expertise in advanced analytics and combine it with therapeutic knowledge to understand digital propensities and behaviours. In addition, they provide significant input into the development of new research approaches and methodologies to increase our ability to mine the wealth of data available in the digital space. Strong expertise in advanced analytics - across brand performance, demand assessment, segmentation, conjoint methodologies and omnichannel analytics Agility, responsiveness & accuracy - demonstrate high flexibility and responsiveness to accommodate urgent business requests with no compromise on quality No black box - complete transparency on how our team works on various analysis and technologies. Proven experience - well entrenched team with a track record of executing 1000+ projects across different clients’ ecosystems FIND OUT MORE FROM OUR EXPERT: Richard Goosey, Head of Analytics -------------------------------------------------------------------------------- CREATIVE SERVICES Socialising insights with storytelling and multi-media outputs DIGITAL TRANSFORMATION REQUIRES MULTIPLE CROSS-FUNCTIONAL TEAMS WORKING EFFECTIVELY TOGETHER. The insights from market research need to be synthesised and socialised across many stakeholders within an organisation and outside of it so that teams can more easily make decisions and take action. Multimedia story-led outputs are essential to facilitate this process. FIND OUT MORE FROM OUR EXPERT: Amanda Brent, Head of Design The Studio is Research Partnership’s in-house creative services team specialising in the production of high quality visual multi-media including illustration, graphic design, infographics, 3D, film and motion graphics. The Studio supports and enhances market research from the design stage through to delivery of final outputs. We combine the principles of behavioural science, storytelling and data visualisation to bring insights to life and to allow them to be effectively socialised throughout your organisation. Our approach: Storytelling with data visualisation * Creative solutions can be applied to the methodological design of our research to maximise respondent engagement. * In the backroom, creative tools can help client teams interpret and analyse the insights. * At the reporting stage, The Studio works in partnership with the research team to produce visual, narrated outputs which can be shared and accessed across the client organisation. PROPRIETARY METHODS OUR INNOVATIVE METHODOLOGIES HELP YOU ANSWER DIGITAL'S NEW BUSINESS QUESTIONS. -------------------------------------------------------------------------------- 1. IDENTIFY CHANNEL PREFERENCES Customers are asked to select their most and least preferred digital channel for each content type. Technographic profiling to understand digital behaviours Our bespoke method for technographic profiling allows you to segment customers based on their digital preferences and behaviour and target them more effectively. Using our bespoke approach, we can identify channel preferences, segment physicians by behaviour and provide a blueprint for the optimum channel reach. Case study: Evaluating behaviour changes in market dynamics and what it means for the omnichannel strategy → 2. SEGMENT CUSTOMERS * Once segments are developed, a typing tool is derived to allow reps to identify segments by asking customers ~5 highly predictive questions * Potential profiling questions in survey inc. demographics, technology adoption questions, etc. will be used by the typing tool to predict segment membership 3. MAXIMISE CHANNEL REACH Total Unduplicated Reach and Frequency (TURF) analysis can identify the optimal combination of channels to maximise reach among customer segments Identifying and profiling key online influencers to improve engagement Key Opinion Leaders are regarded as influencers in the medical community. Now, a new breed of Online Influencer physician has emerged with as much power to persuade as the traditional KOL – using their significant social media following to engage the wider online medical community. PROFILING PROCESS We use our proprietary process to identify, profile and map the key online influencers specialising in specific therapy areas. This process can be applied to influencer patients as well as HCPs. Ranking parameters * Authority * Influence * Audience * Frequency * Focus * Opportunities * Engagement Case study: Online influencer mapping → MaxDiff results are used to overlay a digital propensity segmentation in client CRM to develop customer segments driven by their digital channel preferences -------------------------------------------------------------------------------- Bespoke research of assets to understand & improve user experience Our specialist team can help you to understand user behaviours, needs, and motivations for engaging with digital assets through observation techniques and task analysis. We have carried out projects on website evaluation, usability testing, mobile & app research, digital journey, digital solutions and more. The experiences that a company or brand offers through its digital assets can be integral to its success. As technologies evolve, users’ needs and expectations change. UX research helps you to understand how users are engaging with your digital assets to perform tasks and achieve goals that are important to them. WE EMPLOY A WIDE VARIETY OF UX TECHNIQUES Biometric testing Explorative, assessment & comparative testing In-person & remote testing Moderated & unmoderated testing We can help: * Define the direction of your long-term digital strategy * Help create digital experiences that deliver results * Measure exactly how your product is performing Virtual and in-person conference research to measure impact Conference research is invaluable for evaluating the success of marketing and communications activity at medical conferences. Due to the shifting nature of medical events, there is more need than ever for effective research around the new ‘conference’ engagement, to understand how target customers will consume conference output. Our proprietary mobile methodology, Conference Live, has been adapted for virtual conference evaluation. Conference platforms now need to be monitored among other digitally-delivered content. Reaction to new science gives early signals as to the relative future strength of brands, but the mode of delivery is changing. In the coming years, we expect conference events to be a mix of live and virtual events to allow a wider pool of delegates to attend in some format. Find out more about Virtual Conference Live → Immersive research that takes respondents on a journey to the future It can be difficult for respondents to imagine how they might respond to a particular scenario in the future. Future Framing is a research technique to facilitate physicians through a “journey to the future” to fully understand how treatment pathways will evolve and to identify potential barriers in the future market place. Journey to the future: Example stimulus Future framing is our proprietary method to help respondents picture decision-making processes around products & services in a realistic, future context. Respondents are taken on a journey that progresses through future market events, such as future product launches, world sporting events or schedule future macro-environmental changes. By employing this technique, we can ensure that the opportunity to better meet patient needs is assessed in a realistic market environment rather than a hypothetical scenario. -------------------------------------------------------------------------------- Insights to help develop effective patient support programmes During the pandemic, patient support has been severely impacted. Healthcare has had to find new ways of supporting patients virtually. Patient Support Programmes have had to be redesigned for this new environment. PSP Enhance is our proprietary method for evaluating patient support programmes pre and post launch. We follow a systematic approach to help you ensure the programme is designed to effectively meet patients’ needs. Step 1 Explore needs We begin by conducting qualitative market research to identify unmet needs and ‘pain points’ along the patient journey By engaging with multiple stakeholders, including HCPs, patients and caregivers, we can gain a 360 degree perspective. Step 2 Test the programme Once the programme has been developed, we complete a detailed evaluation with the target audience and recommend any necessary refinements. At this stage, our objective is to find out if the programme is delivering the desired benefits and if they’re likely to be used. In addition, we test possible considerations e.g. practicalities around registration, the role of HCPs etc. Step 3 Monitor success After launch, we assess the impact that the patient support programme is having and test if it is still meeting KPIs. We measure proxy outcomes such as patient perceptions, reactions and assess if the various initiatives are useful at addressing the pain points identified in Step 1. Once again, we recommend ways in which the programme may be improved for future use. Case study: How a two-phase evaluation involving interactive workshops gave guidance for improving a Patient Assistance Programme in CV → Using artificial intelligence to assess emotional responses A wealth of emotional information can be drawn from our facial expressions and tone of voice, which can be very valuable for uncovering emotional insights. We partner with experts in the area of artificial intelligence and use our proprietary method Emotion AI to analyse both facial expressions and vocal sentiment. Traditionally, market research has focused on analysing on what is said, more than how it's said. This is all the more important when we are trying to assess what people are really thinking, not just what they are saying. Case study: Evaluating a disease awareness campaign with facial analysis → Artificial emotional intelligence or Emotion AI uses optical sensors to measure facial expressions of emotion and cognitive states the same way people do. The technology works by identifying a human face, either in real time or in an image / video and, by using computer algorithms, identifies key facial landmarks e.g. the corners of the eyebrow, the tip of the nose or the corners of the mouth. Machine learning algorithms then analyse pixels in those regions to classifying facial expressions. Combinations of these facial expressions are subsequently mapped to a range of emotions. When used with traditional market research methods, facial analysis can deliver an additional layer of insight by uncovering the emotional reaction to stimulus, whether static or dynamic. -------------------------------------------------------------------------------- Qualitative conjoint to identify preferred product attributes In developing new digital products or solutions, you need to understand what features will be most important to your customers. ChoiceQual is a hybrid approach using conjoint. Through the series of tasks shown below, we are able to produce utility scores which can then be used in a simulator to obtain preference shares. The advantage of this method is that it can be used in a qualitative research setting with small sample sizes or in quantitative research where you are restricted by small sample sizes. Respondents identify their “most preferred product option” by specifying their ideal level for each feature/attribute. Respondents identify their “least preferred product option” by specifying the least preferred level for each feature/attribute. In this step, the levels not selected in the earlier two steps as either “ideal” or “least preferred” are rated on a preference scale. This is followed by a MaxDiff exercise. The MaxDiff exercise measures the importance or preference of multiple items, in this case product features. CASE STUDIES CASE STUDY How we helped our client understand recent behaviour changes in market dynamics and what it means for their omnichannel strategy THE CHALLENGE Our client needed to understand physicians' needs and expectations for an engaging multichannel communication, with a focus on COVID impact, to inform the evolution of their long-term omnichannel strategy and roadmap. THE SOLUTION We conducted two phases of research: Phase 1 Quantitative: 30 minutes online survey with physicians representing the client’s 3 different business units, all of whom had to have some interaction with our client and competitors over the course of the past year to be able to evaluate them. • MaxDiff methodology to enable us to identify most preferred channels for HCPs to receive communication from pharma companies. Phase 2 Qualitative: 60 min remote web-assisted interviews with the same target audience as the quant to dig deeper into insights uncovered during the quant phase • Homework assignment completed by all HCPs prior to research to identify sources of information and use of digital resources Passive Metering: an innovative approach that utilises an app installed on respondents’ device(s) to collect info and create a picture of their digital behaviour over a period of 2 weeks. * We identified how/when HCPs interact with pharma companies and how this has evolved over the past 1-2 years, particularly post-COVID * Assessed how our clients’ specific customers are sourcing information and what the expectation is moving forward * Uncovered what competitors are doing: HCPs’ perception of current multichannel communication by pharma companies and their impact * Explained impact of trend towards digital communication on rapport / relationship; identified gaps that may exist between current vs. desired activity. THE OUTCOME Created an easy-to-use segmentation tool to help identify HCPs’ affinity for in-person vs. digital resources Developed an ‘ideal mix of channels’ for each type of HCP communication -------------------------------------------------------------------------------- CASE STUDY How we helped determine the ideal telemedicine service for ophthalmic conditions THE CHALLENGE Our client wanted to evaluate current usage and expectations of telemedicine services for ophthalmology. The results were needed to better understand what a telemedicine service offering needs to look like in order to appeal to Eye Care Practitioners (ECP) and patients/ consumers and ultimately support the client in developing their own offering. THE SOLUTION Opted for qualitative in-depth telephone interviews to reach a target group of ECPs and patients to discuss personal experiences with telemedicine and expectations for a future service. ECPs and patients were recruited on the basis of treating or suffering from specific eye conditions. We asked respondents to review current telemedicine platforms to assess their likes and dislikes and how they are currently using telemedicine. We further enquired into their unmet needs in the patient journey, and assessed which features would be most useful for a telemedicine service in order to address current and future needs. Due to the onset of COVID-19, research was briefly halted. Once we resumed fieldwork the client team felt it was necessary to understand how social distancing rules might have influenced the perception of telemedicine, and whether this would have a lasting effect on the likelihood to use telemedicine in the future. THE OUTCOME Provided insights into potential barriers Delivered specifics into how a telemedicine service should be best designed Our interactive in-depth interviews provided an opportunity to examine and generate ideas for an optimal telemedicine service for ophthalmology. We informed the client’s understanding of how these services are currently being used, pinpoint different needs between ECPs and patients, as well as assess the relative necessity to include various features. We provided insights into potential barriers to uptake and implementation and how to overcome them. Ultimately, we delivered specifics on how a future telemedicine service should be best designed. We demonstrated to the client that COVID-19 has initiated a shift in the perception of telemedicine services as a way to provide continued safe access to healthcare, which has seen an increase in usage that is likely to continue into the future. This convinced our client to continue their commitment to a telemedicine service in ophthalmology. -------------------------------------------------------------------------------- CASE STUDY How we helped our client build an integrated care solution in diabetes THE CHALLENGE Our client wanted to build an innovative integrated care solution linking connected devices with an app to deliver meaningful data and insights for both patients and HCPs. Research was required to address unmet needs facing diabetes patients, which can positively impact our clients’ portfolio of insulin brands. THE SOLUTION We conducted two phases of research: * Qualitative: Pre-workshop task followed by 2 hour dynamic workshops (each with 4-6 participants) with Endocrinologists, Diabetologists, PCPs and Patients in Germany, Italy and US. * Quantitative: 40-minute online surveys conducted with Endocrinologists, Diabetologists and PCPs in Italy and Germany The creative flow of the qualitative methodology allowed us to look at the unmet needs in patient journeys, review different connected tools, and ideate on optimal integrated solutions. The quantitative phase enabled us to validate and quantify the qualitative findings and assess impact on Rx and perceptions of our client’s portfolio. THE OUTCOME We provided our client with a comprehensive overview of key challenges along different diabetic journeys and optimal connected / integrated solutions / design (including core ecosystem and features) to address different patient situations in the most impactful way. We were able to provide recommendations focused on realistic next steps for development and key hurdles to overcome. -------------------------------------------------------------------------------- CASE STUDY How we helped our client optimise a voice assistant prototype for IBD patients THE CHALLENGE Our client had a voice assistant (VA) prototype and wanted to find out whether such a device would be acceptable to patients and HCPs. Research was required to help them optimise their prototype and offer ideas on the design of the support service and additional features. We also wished to help map how well it could address pain points and challenges across the patient journey. THE SOLUTION We carried out: * 35 face-to-face interviews over Zoom with gastroenterologists, gastro nurses, IBD patients and PAG representatives in France, Germany and Italy. These face-to-face interviews allowed us to gauge the facial expressions of the doctors while viewing the prototype * Video diaries were conducted to understand the level and quality that engagement physicians and patients had with current voice assistant apps This methodology enabled us to validate the pain points along the patient journey and measure how well the support solution could then help alleviate such points and have the greatest impact. THE OUTCOME Following the research we were able to demonstrate how support delivered via a VA app could address patients’ challenges, as well as how different features are prioritised by both patients and HCPs. We delivered to the design team the blueprint / framework for a MA app. The framework gave directions into the positioning of the app, the aesthetics, scope and features to humanise the app. -------------------------------------------------------------------------------- CASE STUDY How we helped our client address unmet needs and opportunities in Virtual Healthcare THE SOLUTION Two phases of research were conducted with patients with the target CV condition, all were users of some form of technology to manage their condition: * 18 patients took part in a 1 week MROC followed by a web-assisted individual interview two-three weeks later Our topline conveyed a key learning that some CVD patients recognise a need to make behavioural changes to improve outcomes and is a key driver to engage in both in-person and VHC solutions. This knowledge helped our client further optimise the stimuli before the next phase. The second phase enabled us to capture feedback on the proposed VHC stimuli to understand the extent to which the solution would encourage and maintain engagement - ultimately capturing if it provides patient-desired autonomy in self-care (as specified in the topline). THE CHALLENGE Our client wished to understand the unmet needs that patients faced managing their cardiovascular (CV) condition that could be addressed through a Virtual Healthcare (VHC) solution. THE OUTCOME We identified key needs and benefits of a CV-dedicated VHC concept, taking into account, the behavioural adaptions patients make in their transition towards self-care. The key insights were identified in 3 areas below: * The life changing impact of a CV event and patient motivation to subsequently take ownership of their condition * Wide range of recovery support mechanisms used, but pain points exist that could be addressed via a VHC solution CRP * Reaction to the client-proposed VHC solution, including positives and drawbacks for optimisation As a result, we were able to provide our client with tangible recommendations on fine-tuning design, execution and delivering an app with capabilities desired as essential by patients. icon-access icon-analytics icon-arrow-down icon-arrow-left icon-arrow-right icon-arrow-up icon-assemble icon-audio-pause icon-audio-play icon-audio-volume icon-check-active icon-chevron-down icon-chevron-left icon-chevron-right icon-chevron-small-down icon-chevron-small-left icon-chevron-small-right icon-chevron-small-up icon-chevron-up icon-close-immerse icon-close icon-code-mode icon-comment-fill-active icon-comment icon-comments-empty icon-down icon-edit icon-email icon-expand icon-facebook icon-library-large icon-library icon-link icon-linkedin icon-logo icon-maximize icon-minimize icon-next-page icon-next-section icon-open icon-pages icon-pdf-full icon_pdf Created with Sketch. icon-personalize icon-play icon-prev-page icon-print icon-rules-empty icon-rules icon-save icon-search icon-send icon-settings icon-share-sidenav icon-share icon-tick icon-trash icon-twitter icon-user icon-workspace icon-xing icon-zoom-in icon-zoom-out