How we delivered major insights from a major oncology meeting

The challenge

Our client was active on a number of fronts at ASCO, one of the world’s largest medical congresses, and wanted to understand physician reaction to events, presentations, booths and the overall impact of this major conference on its perception as a leading oncology company, as well as the specifics of beliefs around a new therapeutic class and perceptions of it as a potential treatment across main tumor types. Due to the importance of the data read-out, the client also wanted the views of respondents from both North America and Europe.

Our solution

Our research was based on n=130 respondents (n=66 US, n=40 EU) engaging in a ‘conference live’ approach of Pre- and Post-Conference surveys either side of a set of mini-surveys administered during conference. As the client wished to be ‘close’ to the research at all stages, we provided interim mini-reports, including a snapshot of responses to the pre-conference survey (provided on the opening day of conference), detailing physicians’ expectations of the meeting and some key ‘belief states’ with regard to treatment approaches that were likely to be a topic of focus during the conference, plus daily mini-outputs during the conference and timely final reporting. A social media listening component augmented our primary research.

The results

General reactions showed that our client was the ‘most visible’ company at ASCO and had provided the most valuable information of any company. Some of this related to key clinical trial data, which we were able to evaluate for impact and clinical relevance. Knowing that the success of our client’s product would partly be driven by specific biomarker testing, we were also able to deliver key insights into attitudes and access to testing and break this down by detailed physician descriptors. Our client had invested heavily in their booth presence and we provided both visitation rates and a comparative evaluation for a number of company booths, which both confirmed the success of some aspects of our client’s engagement, but also indicated where competitors had delivered important engagement.

For more information about Conference Research, contact john.branston@researchpartnership.com