Authored by: John Branston
Talking to clients about conference research, it becomes clear that many do not imagine much beyond a ‘conference report’ of e.g. who attended conference, where they were from, how many of them stopped by on certain booths and how long they spent talking to medical staff, or the numbers of ‘bums on seats’ at industry symposia.
Others can readily imagine the idea of conducting market research with doctors at conference to get their feedback on the latest developments in addition to an evaluation of aspects of the conference experience.
Imagine having access to the thoughts and reaction of some of the key prescribing doctors in your therapy area, at a moment in time when they are thinking most intensely about the future of treatment and different entities’ place in that future, with outside noise dialled down for a few critical days.
Imagine being able to specify exactly who you want to talk to, in terms of the country in which they practice, their work setting, workload… even down to specific aspects of their pre-existing beliefs or behaviours. Imagine being able to match a sample against your target list in order to understand how specific doctor cohorts react to the detail of conference news and events.
Imagine being able to harness the power of large-scale market research to create clear patient profiles and then understand the future promise of pipeline treatment options as a direct proposition for those patients, perhaps as future competition for your own brand.
Imagine augmenting your latest forecast data with early feedback from key physicians on the relative promise of different pipeline products and treatment options as soon as new data allows a clearer picture of where they will play.
Imagine using AI to speed up the process of getting the detail and import of physician feedback while the events of conference are still fresh in your mind.
Imagine getting a better understanding of where to focus your future efforts across multiple meetings in the conference calendar – both within and across therapy areas – by measuring the impact of each via a set of standardised metrics.
Imagine an agency partnering with you to take you, step by step, through the process of designing a truly meaningful piece of research that rounds off a period of intense investment of time and resources and tells you what it all meant.
And if you can imagine something you think we haven’t thought of, by all means have a conversation with us. We are constantly innovating in order to re-imagine conference research in the light of client needs.
For more information about Conference Research, contact john.branston@researchpartnership.com
