Using mobile research to investigate prescribing decisions

The Objective:

• To test the feasibility of conducting marketing research via Smartphone-based Apps.
• To gain insight into the detail of individual prescription decisions as they are made.

	Our solution: App built for iPhone platform Distributed to n=10 Oncologists, each to report 10 prescription decisions for new substance / targeted therapies in advanced NSCLC Audio recording of spoken decision rationale, supported by on-screen prompts Synchronised back to server on completion

The Challenges:

• Technical issues related to new, ‘from-scratch’ App development for a totally new MR scenario

The Insights:

• Physicians welcomed the opportunity to engage with a new MR form
• Rich, detailed feedback on product selection rationale and aims of treatment

Full findings will be revealed by John Branston at the EphMRA AGM 2012.

View our Mobile Research Presentation here