<img alt="" src="https://secure.lazy8krti.com/218831.png" style="display:none;">

Case study: How we helped our client understand recent behaviour changes in market dynamics and what it means for their omnichannel strategy

The challenge

Our client needed to understand physicians' needs and expectations for an engaging multichannel communication, with a focus on COVID impact, to inform the evolution of their long-term omnichannel strategy and roadmap.

The solution
We conducted two phases of research:

digital webinar part 2 image- Twitter
digital webinar part 2 image- Twitter

The challenge

Our client needed to understand physicians' needs and expectations for an engaging multichannel communication, with a focus on COVID impact, to inform the evolution of their long-term omnichannel strategy and roadmap.

The solution
We conducted two phases of research:

Phase 1 Quantitative:
30 minutes online survey with physicians representing the client’s 3 different  business units, all of whom had to have some interaction with our client and competitors over the course of the past year to be able to evaluate them.

  • MaxDiff methodology to enable us to identify most preferred channels for HCPs to receive communication from pharma companies

Phase 2 Qualitative:
60 min remote web-assisted interviews with the same target audience as the quant to dig deeper into insights uncovered during the quant phase

  • Homework assignment completed by all HCPs prior to research to identify sources of information and use of digital resources

Passive Metering: an innovative approach that utilises an app installed on respondents’ device(s) to collect info and create a picture of their digital behaviour over a period of 2 weeks

The outcomes

  • Created an easy-to-use segmentation tool to help identify HCPs’ affinity for in-person vs. digital resources

  •  Developed an ‘ideal mix of channels’ for each type of HCP communication

We identified how/when HCPs interact with pharma companies and how this has evolved over the past 1-2 years, particularly post-COVID

Assessed how our clients’ specific customers are sourcing information and what the expectation is moving forward

Uncovered what competitors are doing: HCPs’ perception of current multichannel communication by pharma companies and their impact

Explained impact of trend towards digital communication on rapport / relationship; identified gaps that may exist between current vs. desired activity

Sign up to receive Rapport

Rapport is our e-newsletter and online resource for sharing our expertise and experience in global healthcare market research.

Sign up here