How we supported the integration of a new specialty pharmacy product into physician offices
Our client was launching a novel device and needed to understand the potential drivers and barriers to practice integration. The client requested a detailed journey map, identifying areas of challenge or gaps from different clinical, as well as administrative and purchasing perspectives
We conducted in-office ethnographies. The practice owner physician, nurse and office/support staff participated from each office in an hour-long meeting.
We uncovered key moments of truth - points in the experience which have particularly high impact on forming attitudes and driving behaviors.
We identified the pain points - points in the experience where customer normative expectations (what ought to be) are not met by predictive expectations (what will be).
We also presented the client with a proposition to improve customer experience and identified points in the experience where performance, relative to alternatives, is recognized.
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