How we helped our client understand recent behavior 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:

Phase 1 Quantitative:
30-minute 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-minute 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 utilizes an app installed on respondents’ device(s) to collect info and create a picture of their digital behavior over a period of 2 weeks

The outputs

• 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

Find out more about our experience in digital research.