Case study: How we assessed HCP/ Patient communication in a real-life setting

The challenge
Our client had a new adherence tool which was to be shortly launched in the Auto-immune market. They wanted to analyse what impact, if any, the tool would have on HCP and Patient communication in a real-life setting in order to inform their marketing strategy.
Autoimmune web image
Autoimmune web image

The challenge
Our client had a new adherence tool which was to be shortly launched in the Auto-immune market. They wanted to analyse what impact, if any, the tool would have on HCP and Patient communication in a real-life setting in order to inform their marketing strategy.

The solution
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.

Interview guidelines were provided to both the patients and HCPs prior to the consultations. These adhered to both the client’s Informed Consent documentation and Market Research Guidelines and ensured that physicians did not make any treatment recommendations.

The outputs
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.

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