An Award-Winning Conference
The Research Partnership had a very successful EphMRA Conference in Paris this year.
We are proud to announce that our Director John Branston and co-presenter Martin Lange of Merck Serono were awarded the prestigious Jack Hayhurst Award for Best Paper for "Rx Rationale: Physician Research via an iPhone App".
John and Martin’s paper explored the potential of using smartphone Apps as a platform for collecting detailed qualitative insights into physicians' decision rationale at the moment of prescription. Current statistics around mobile technology reveal that many physicians are now using iPhone, iPads and other mobile devices to assist them in their daily practices. Merck Serono and The Research Partnership’s paper used the findings from a study using mobile research technology in order to demonstrate how this methodology gives access to individual physicians’ thinking at the exact point when the decision to prescribe a brand is taken.
Delegates rated the paper highest out of all the papers given at the conference in Paris this year.
Commenting on receiving the award, Director John Branston said, “Digital and mobile research techniques have become a strong interest of mine and I was delighted to be able to work with Merck Serono on a project which would explore the benefits and challenges of mobile research in a real-life marketing context. We found the method to be very engaging for pharma respondents and it elicited rich insights which we were able to analyse and deliver very quickly back to the client. I’m very excited about how this technology can be used to answer a range of pharma questions, particularly for hospital specialists and physicians in certain indications, such as orphan drugs and rare diseases.”
In addition, we are also delighted to announce that Senior Director Angela Duffy was awarded runner-up in the EphMRA Contribution to Pharmaceutical Market Research 2012 award. Angela has over 20 years experience in market research and has held senior positions at a number of agencies. She has been a mentor and support for many up-and coming researchers. She has been a Foundation Committee member of EphMRA for a number of years and takes an active role in the Foundation’s aim to support and fund original projects in international market research.
If you would like a copy of John and Martin’s slides from the Conference, please click here. We are also offering to host a workshop on mobile research hosted at client’s office at a date and time to suit them. If this is of interest, please click here.
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