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How a mobile methodology elicited a deeper understanding of the key drivers behind physicians’ prescribing decisions

After the recent launch of a competitor drug in cardiology, our client wanted to better understand the degree of differentiation between products, focusing especially on the way physicians justified their selection of specific novel products which are known to be poorly differentiated.

In addition, a better understanding of the overall justification for prescribing novel therapies (versus standard-of-care) was required.

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  • Posted by John Branston
  • July 26, 2012
  • Webinars

Prescription Rationale: Physician Research via an iPhone App

This webinar explores 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 iPhones, 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. Watch the webinar now to understand the many pros and cons of conducting mobile research, discover the value of mobile research and learn how mobile research can supplement existing research techniques.

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  • Posted by Olivia Richardson
  • June 29, 2012
  • Awards, News

An Award-Winning Conference

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…

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