We employed a “simulated consultation” methodology. HCPs conducted three consecutive 10 minute consultations with real patients, which were observed by a moderator, followed by qualitative debriefs between the moderator and individual HCPs, in order to further explore the observational findings and the extent to which the respondent’s responses were honest and realistic.
The simulated consultations allowed the client to become a “fly on the wall” to a previously restricted HCP/patient scenario. The insights garnered from the consultation demonstrated how communication changed based on the patient segment and type, providing the marketing team with the hows and whys HCPs choose to communicate in certain ways with different types of patients. These findings identified the opportunities and challenges the clients required in order to successfully implement their marketing strategy and drive growth for the brand.