From a highly regulated global environment, diverse groups of stakeholders, evolving consumer expectations, rapid technology advancements, data sensitivity, high costs, and global disparities, it goes without saying that the healthcare industry is complex.
As such, brands and HCPs that are trying to better understand patient needs, develop and market products and services, and improve customer experience have their work cut out for them. That’s why it’s essential that your market research partner has extensive experience not just in the sector itself and its audiences but also in advanced analytics to transform complex data into actionable insights that help you succeed. See how with two of our recent case studies.
Global Messaging Approach
The Client: A global Fortune 500 medical technology company.
The Challenge: Our client needed to determine whether clinical, product, brand, or aspirational statements would drive patient interest/demand for their surgical procedures for specific patient diagnoses requiring surgery in some of their key global markets.
Our Solution: Advanis recruited patients diagnosed with relevant benign and malignant cancer conditions or their caregivers.
In Germany, Japan, and South Korea, Advanis recruited patients and caregivers (with specific diagnoses or recent surgical procedures).
The study was designed to not only test clinical, product, corporate, and aspirational claims to understand the impact of the messaging, but also used a Best Object Scaling (BOS) model to determine the ranking order of the claims and prioritization of the overall claims.
As the surgical procedure option that was being presented may have been unfamiliar to the respondents, Advanis created a short video in the appropriate local language to educate respondents. To test believability/trust, the study probed respondents to understand which voice—corporate, medical professional, or a hospital—was most credible to deliver the message.
The Impact: Originally, our client wanted to use a universal message to drive patient demand/interest across all markets. However, the study results pointed to delivering a unique message in each market due to cultural differences, which impacted the desire for clinical, product, brand, or aspirational claim statements. Using unique messaging in their key markets, our client saw elevated awareness and inquiries for their surgical procedures.
Understanding Needs and Preferences for Product Development
The Client: A Fortune 500 medical technology company that is a global leader in the field of surgical systems, tools, and accessories.
The Challenge: Our client needed to capture prospective specialty surgical users’ needs and preferences for specific features and attributes, and the relative importance of those attributes pre- and post-treatment for surgical staging to guide product development strategies.
Our Solution: Advanis collaborated with our client to develop a survey tool, supported by pre-test qualitative interviews to ensure language and needs were addressed in the quantitative survey tool. Once designed, Advanis recruited the surgeons using a trusted online panel, targeting them based on:
- Surgical volumes
- Types of surgeries
- Practice settings
- Purchase decision-makers
- Users and non-users of specific surgical systems
- High potential vs. low potential surgeons
- Representation from academia
The online quantitative research used a choice-based design to model the impact on consideration of changes in the product configuration and trade-offs across product attributes. We reported on the new product's points of differentiation, identified types of DMs to target, and potential barriers to adoption. A market simulator was provided to allow the client teams to test additional configurations as their planning cycle continued.
The Impact: Our client used the findings to determine how to prioritize product development and implementation of the specific feature for the product rollout in the U.S. market.
Transforming Complex Challenges Into Actionable Insights
Partnering with a market research firm with expertise in advanced analytics can give your healthcare brand a competitive edge. But partnering with a team, like ours, that also has extensive experience in the healthcare sector, across audiences from HCPs to hospital administrators, and OR staff as well as plan administrators, plan users, and beyond, can help you achieve:
- Deeper patient insights
- Predictive decision making
- Pricing and Price Sensitivity
- Improved marketing ROI
- Segmentation
- Accelerated product development
- Better global market adaptation
For more information on how our advanced analytics expertise can help your healthcare brand succeed, please contact Advanis today.