Prescriber insights are vital in guiding pharma brand marketing decisions and providing visibility into fast-changing markets. Key Opinion Leader (KOL) perceptions establish a starting point from which marketers can devise the best strategies to approach the objectives of their brands. However, reaching busy physicians and healthcare stakeholders is a challenge and recruitment is especially hard for qualitative research. InCrowd learned while exploring prescribers’ perceptions of qualitative research that 40% of physicians avoid participating in qualitative research—due to time and inconvenience among other reasons.

But that’s changing. Innovation in agile life sciences qualitative market research can automate and simplify the process and shorten the time-to-insights. For example, healthcare professionals can self-screen and self-schedule at their convenience via mobile-first platforms rather than having to play “phone-tag” with recruiters. They engage with in-platform screeners within minutes of projects being fielded. New scheduling capabilities can book interviews within hours of the start of recruitment, not after a multi-day project set up. With these new offerings, interviews themselves are completed the next day, if not within that same day. Real-time data is available when needed. Digital audio can be accessed post interview, with transcripts completed within a day typically. The ease of automated process for participating prescribers minimizes frustration and distraction, allowing more focused discussions and creating higher-quality data.

Agile qualitative research approaches are giving marketers another tool to really listen to healthcare professionals and enable research iteration, which is critical to honing insights and ensuring no question is left unanswered.

  • Qualitative feedback from target prescribers can help shape the right direction for major quantitative projects, providing the right nuance from the right experts to ensure successful results.
  • New business proposals benefit from target-prescriber expertise, which can be obtained quickly through new automated qualitative solutions and iterated on for a refined pitch.
  • Leveraging prescribers as on-demand experts to talk through specific points from a variety of angles can be invaluable for life sciences market researchers, insights teams, and those who support them.
  • All research efforts in the life sciences market research space are better when validated by knowledgeable prescribers, solidifying, and potentially extending central findings as feedback is gathered.

As the demands of life sciences commercialization drive the need for “know-now” insights, new options for streamlined qualitative research can help marketers become more flexible, efficient, and on-point, while assuring that business objectives are achieved faster than ever before.

  • Meghan Oates-Zalesky

    Meghan Oates-Zalesky is Senior Vice President of Marketing at Apollo Intelligence, LLC, responsible for marketing strategy and execution, positioning, and lead generation. Prior to joining Apollo, she was the Head of Marketing for InCrowd, a tenure that began in 2015. Meg has more than 20 years of marketing and business strategy experience, primarily in the life sciences and healthcare sectors, including executive leadership roles at ShapeUp, NaviNet, TriZetto, and Health Dialog.

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