EphMRA Online Conference Papers 2020
Keep up to date by reading the summaries of all our Webinars and online Conference Papers since June.

Customer experience in medical devices (June 2020)

Jasper Van De Sande and Fred Shelley, SuAzio

Measuring customer experience is embedded in most health-care companies to support strategic and tactical changes and improve overall financial goals. Traditionally the health care professional (HCP) was seen as the primary customer, but in the recent years patient
experience has gained attention in research on quality of care. Patients find themselves increasingly involved in assessing the quality of care as ‘health-care consumers’: How do they themselves perceive the quality of the care they received? Previous research also indicates
that improving patient experience has a positive effect on health-care organization profitability.

Therefore it seems important to understand the experience drivers from both the HCPs and patients. Health-care companies could benefit since they can understand and focus on overlapping value drivers. This research will focus on the benefits of including patients in customer experience research and will highlight the differences and commonalities of value drivers between HCPs and patients.

Covid-19 – Accelerating Digitalisation in Healthcare (June 2020)

An-hwa Lee, Director, Research Partnership

Advances in technology continue to change how
we do business, interact, and communicate. In
market research, we have embraced these new
channels and communication trends to develop
new, innovative methods.

Shedding New Light on clinical trial perception in the wake of the coronavirus crisis

Dan Gallagher, Day One

Clinical trial recruitment, including for COVID-19, is challenging: Scientific research into the coronavirus will lead to advances in the diagnosis, treatment and vaccination of COVID-19 with the potential to save thousands of lives. Despite this, clinical trials into COVID-19 are struggling to recruit enough patients. Without enough patients it might be impossible to get the answers that will ultimately save lives. In collaboration with Havas Lynx Faze, we set out to explore the public perception of clinical trials in relation to COVID-19.

Mobile Research - applicable and beneficial for research with physicians?

Julia Friedrich, Research Manager, GIM mbH

This qualitative multi-step research shows the
potential of using mobile research among physicians
as a specific target group. Unfortunately, our
expectations towards reaching the ‘moment of truth’
with respect to the physicians’ prescription and
recommendation behaviour were not met in full,
because of physicians seeking strategies to ease the
documentation task. In spite of these limitations,
using the physicians’ app input as a stimulus
activates, diversifies and specifies subsequent group
discussions and achieves a greater depth of content.

Understanding the PCP Dilemma (March 2020) by BuzzBack

Identifying the factors that determine specialist referrals
With over 250,000 PCPs in the US, many pharmaceutical marketers view Primary Care Physicians as a primary target,

Tender Analytics (2) - Relative importance of produce quality versus price in medical capital equipment tenders (March 2020)

by Jasper Van De Sande and Fred Shelley, suAzio

Medical Devices (and in particular Medical Capital Equipment) are important tender businesses. According to MEAT (Most Economically Attractive Tender) principles, a set of attributes are selected to evaluate the tender submission. Each attribute will have a pre-determined weight. In order to win the tender the manufacturer has to perform according to these weighted attributes. However, in a pre-tender assessment phase it can be challenging to understand the manufacturer’s relative position versus other bidders and how differentiating the bid needs to be to won. In this research we will review the relative importance of Product Quality/Features versus Cost/Price.

Can Digital Market Research be the Enabler of Patient-centricity? (March 2020) by Borderless Access

Patient centricity is no longer just a buzzword. From patient-centric virtual clinical trial programs by Novartis to patient-focussed tech products and services, the approach to healthcare is changing. So, what role can market research play to make a positive contribution towards a patient-centric future and bring agility to pharma companies?

AI powered insight to generate ideas at superhuman speed (March 2020) by Day One

It is getting harder for brands to stand out from the crowd, tech to supercharge ideation and insight

Written by Hannah Mann – Founding Partner at Day One

Alexa, process this data for me. (March 2020)

By Harrison Gaiger, Marketing Manager, Research Partnership

3 ways the AI evolution is redefining how we collect market insights

Author: Borderless Access

Patient centricity is no longer just a buzzword. From patient-centric virtual clinical trial programs by Novartis to patient-focussed tech products and services, the approach to healthcare is changing. So, what role can market research play to make a positive contribution towards a patient-centric future and bring agility to pharma companies?

Author: Bors Hulesch Captain, Brains and Cheek

As an exercise, I invite you to ponder: can you replace a flight with a train? Which of your trips could be swapped for video conferencing, teleconferencing or even plain emailing? Which partners or clients may be persuaded to give up some of the human connection, for the sake of human survival? Which bits of fieldwork would be ‘good enough’, if observed via video link? I’m willing to wager that you could forgo 20% of your carbon emissions right now, without significant loss to productivity or quality. Try it, and let me know how you fare. I’d love to hear your story about stepping back from the climate precipice; as a person, as an organisation, and as an industry. Remember, we don’t need to save the planet from people. We need to
save people from the planet. And we can do most of our bit by staying at our desks.

Author: Borderless Access

Authors: Daniel R. Hoffman, Ph.D. President of Pharmaceutical Business Research Associates (PBRA). and Allan Bowditch, Former CEO of Martin Hamblin Healthcare and a consultant to
the pharmaceutical industry

In a world undergoing ever more rapid change and dislocations, an industry that fails to regularly monitor major trends and adjust accordingly, risks going the way of Polaroid, Laura Ashley, BlackBerry, The Record Industry, The Camera Industry etc.. Not only must corporate directors look to BI as a source of empirical assessment and truth telling, but professionals within this functional area must no longer limit themselves to remaining primarily a service to line management at the brand and franchise levels. A failure on the part of BI to accept and agitate for addressing the threat to pharma will produce, at a minimum, an unparalleled level of consolidation across the industry.

How to dramatically increase IVF protocol compliance? Interplay between medical culture, physician's communication style and patient's health literacy.


About the author
Anna Shevalova leads Bazis Health Division of Bazis research group. She manages a variety of fertility, cancer, hematology, and rare disease research projects across Russia, Ukraine and Kazakhstan. Anna is an active member of ESOMAR, EphMRA and Intellus Worldwide. She regularly attends conferences across the market research industry, discussing and advancing her area of expertise – healthcare research.

Company Website: www.bazisgroup.com
Linked in Profile Link: https://www.linkedin.com/in/anna-shevalova-9121991

One arena where the benefits of mobile research have combined to especially good effect is conference research. With the advent of mobile research, it suddenly became possible to achieve a hugely valuable mix of standardised comparative evaluation, multimedia submissions and indepth qualitative feedback in rarefied conditions where key target customers are really thinking hard about how the future will play out in an area of medicine. Enabling longitudinal research through the pre- and post-conference phases also allowed for some very clear measurement of congress impact and the effect of individual announcements, booths, company presence etc. on delegates’ perceptions.

Here are some highlights:
• 80% of specialists agree with relaxing the decision making as of when they can prescribe this type of medication.
• Our patient community agrees with relaxing the rules around the prescription of cannabis-based products and believe the NHS should pay for it.
• However, they are the only surveyed group that thinks that the prescription of cannabis-based products shouldn’t be kept limited to specialist doctors only.
• Regarding our healthcare panel, it is worth noting that general practitioners (GPs) seem to be less in favour of relaxing the rules around the prescription of these products and are also the respondents that most agree to keep it limited to specialist doctors.

Author: HRW

Agility Utility: secrets to fast research with lasting impact
If you want to go fast, go alone. If you want to go far, go together. – African Proverb
This often-quoted African proverb is profound and often true… with one exception, Agile research. In our opinion, in Agile research, teamwork and collaboration are the central component of making the research work quickly, AND have far-reaching or lasting impact for brands.
The trend for Agile and Sprint product development is increasing in the pharmaceutical space, and its origins in software present a speed and expectations’ challenge to traditional pharmaceutical marketing models, that we all need to be prepared for and adjust to. To support this shift, the traditional market research approach also needs to change, not by re-inventing the wheel, but by carefully planning the design around two critical factors, partnership and process, right from the research outset, to ensure the research can go both, fast and far.

Anthony Greenwood, Director, Research Partnership

Authors: J. van de Sande, F. Shelley, M. Francis from Suazio Consulting, Antwerp, Belgium

Medical Devices (and in particular Medical Capital Equipment) are important tender businesses. Winning or losing a tender can dramatically affect your year end results. However, organizations struggle to capture and combine all the relevant information to drive tender strategy. This leads to sub-optimal strategy and implementation (i.e. only focus on pricing) and repeated tender loss. Competitive intelligence methodologies can be used to understand your historic win/loss, and use these insights to drive tender strategy and grow the
win ratio. Over many years, suAzio has conducted numerous win/loss studies using tender post decision interview (PDI) techniques, to gather qualitative and quantitative insights.

Author: Monica Bach, Senior Consultant, Psyma Health & Care

The priorities between chronic and acute care can vary greatly from having genuine benefits to helping patients and caregivers cope better with their treatment to aesthetics
increasingly taking a front seat.