Case Studies

The Business Challenge

A major pharmaceutical company was interested in exploring how best to communicate with physicians digitally in order to supplement the sales force. Specifically, the client wanted to understand what physicians value (like tools, content, features, etc.) from a pharmaceutical company.

Solution

MISI conducted contextual observations with sales reps to understand typical physician-rep interactions during product detailing. We also recruited over 50 physicians to complete diaries to record their use of digital resources as it related to their practice. Finally, physicians were interviewed to elicit what their typical days are like, how digital helps and what they value from pharma companies.

Outcome

The research led to the creation of design guidelines/standards developed by MISI and based on the research. The client was also able to use the insights from research to make informed decisions about where to invest with regard to physician marketing and communications.