Xperience This!

Of all the groups in the healthcare ecosystem, none are courted by pharmaceutical companies, medical device manufacturers, and various business service providers as aggressively as physicians. With the emergence of various HIT and EMR systems, myriad mobile devices and services, and vast capabilities and services on the Web, in addition to traditional sales and service channels, companies in the healthcare field are in a constant search for new ways to differentiate their products and to engage with physicians. As a result there’s a growing acknowledgement that understanding physicians’ day-to-day realities is critical to meeting physician needs and building a strong relationship.

Having conducted international research audits, interviews and field research with physicians over the past few years, I’ve noticed 5 commonalities of the physicians’ experience that seem to transcend physical and cultural boundaries. Understanding and appreciating these common themes can provide those desiring to do business with physicians with a foundation for further cultivating their knowledge of physicians and for developing a successful relationship with them. More »

Self promotion is not the intent of this blog, but this accomplishment is notable for a couple of reasons we think our current and prospective clients might find interesting.  What is especially noteworthy about this accomplishment is that ours was an AZ Technology/IS-sponsored study that ended up receiving recognition from the business for the value of its Commercial Insights. Some quick background…

Astra Zeneca presents its Accoladez awards every year to brand teams and partners who produce work that provides the biggest breakthrough in how to communicate about a brand or to address a difficult brand challenge. It recognizes a key finding in market research as well as a unique methodology used to uncover a transformational insight regarding customer behavior.  Accoladez is highly coveted among the Brand teams and the competition is quite fierce.

Our Experience Design group recently won finalist status in the category of Commercial Insight for the Physician Experience Research Study we completed in early 2009.  Our work was recognized because it provided the basis and firsthand validation of what Primary Care and GI Specialists were looking for from the Digital channel, both from a preference and behavioral standpoint.

The study sought to understand how physicians use the digital space in the context of treating their patients. It included detailed 1:1 interviews with over 50 physicians in two cities – the highlight of the research was the “day in the life” diaries we asked physicians to complete to track their digital activities. The goal was to get at what physicians’ digital behaviors REALLY are versus what they claim they are in self-reported surveys or large-scale reports. We wanted to answer the “how” and “why” of physician behavior, not solely the “what.” The insights we gathered helped AZ stakeholders both in digital and traditional channels prioritize communications and tactics.

We think this recognition speaks volumes about the value of having a non-agency with no agenda to push for any particular marketing communications tactics doing this type of research. It frees the partnering vendor to call it as they see it and focus on creating value for the client.