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The power of observation in gathering patient insights
Mary Assimakopoulos, Founding Director of global pharma market research specialist Research Partnership discusses how pharma can benefit from improved patient understanding.
If you think of market research you
probably think of the traditional interview, where the respondent is asked to
answer a number of questions on a particular topic. However, we can also
conduct research where the interviewer or moderator takes a much less active
role, becoming more of an observer than a
participant.
This type of qualitative research,
which is sometimes referred to as “uncontaminated”, because it removes any
influence that the presence of a moderator may have, can lead to some very
powerful patient insights. This is especially relevant to some of the
digital approaches now being used to collect information about people’s
environments.
Why are observational approaches becoming
more relevant and appropriate in understanding patients?
Across all generations, it seems we
are becoming more open than ever before to sharing information about our daily
lives and activities. Whether it’s via Facebook, Twitter, Instagram or even reality
TV, it is a growing social norm to allow people close access to our personal
lives. At the same time, the dynamics of healthcare interactions are changing.
Patients, in particular, are becoming more influenced by sources outside of the
traditional HCP route and are using a variety of communication tools to share
information and even seek out information about their health. In
response, the Industry is reaching out to support patients using a diverse mix
of multi-media approaches and channels of communication.
To observe patients in the past,
market researchers may have considered conducting pure ethnographic research,
where the moderator would live in the respondent’s home to watch them in their
daily environment over a period of time. However, this is a very lengthy, time
consuming and often impractical process for pharmaceutical marketers who need
quick answers to their business questions. It is not always practical for
respondents either- patients may have severe health-related limitations which would
make this method very intrusive.
So market researchers are adapting
ethnographic approaches to capture some of the observational benefits that
these more purist forms of behavioral studies deliver. For example, we recently
conducted a multi-country research project for a rare eye disease. The core
objective of the research was to understand the patient journey from
presentation through to diagnosis, treatment and follow-up. In addition to
conducting traditional face-to-face and telephone interviews, we also attended
the homes of some of these patients in each country and took videos of them in
their living environment. Patients walked us around their homes; sharing with
us stories about life before and after their disease, adding significant layers
of insight to the findings above and beyond the original objectives. The video
reel output that complimented the report helped marketing understand the true
impact the disease had on patients’ day to day activities and emotions - which
in turn will help inform their strategy to improve early diagnosis and
outcomes.
We also recently used observational
techniques as part of a study to understand why a range of nutritional
products, which were highly popular in western markets, were not being adopted
in Asia. Our moderators accompanied patients on their visits to pharmacies,
supermarkets and alternative medicine stores and also observed them in their
homes over several days, in order to get a much deeper understanding of the
cultural differences in behavior east to west. The findings allowed the
marketing team to better understand the buying habits and needs of Asian
patients so that they could refine and repackage their product to resonate more
effectively with this market.
In some cases, where it is not
feasible to observe in the real natural environment, we set up a situation to
observe behavior, aiming to be a ‘fly on the wall’ and mimic the natural
context as much as is practically possible. This is often used when recreating
interactions between people.
We recently used this technique to
assess communication between HCPs and patients, in order to gauge utilization
of a new tool to aid adherence. It was amazing to see how natural and automatic
it was for both doctors and patients to forget they were part of a simulated consultation.
The simulation was carefully managed to ensure no recommendations for treatment
were given, but that overall it mimicked the real-life setting as much as
possible. Afterwards,all respondents were interviewed by our moderators who
would ask what ‘additional things’ they might have said or asked if it was a
consult/appointment with a REAL patient or doctor. We found that respondents
did feel that this environment was realistic. Common phrases we heard in the
debrief were…. ‘that’s how I would say it in my clinic’ and ‘yes, I would
have asked him that in that way, yes.’
So for environments where it is not
possible for us to be present, simulated consultations offer a very valuable
approach to help get us closer to being that ‘fly on the wall’.
There are many other forms of
observational research afforded to us with new technology. For example, we can
use online research to observe conversations between patients. Mobile research
can be used to understand true behavior such as adherence and handheld video
cameras to capture how medical devices are actually being used in the
healthcare environment.
In our world where social norms and
communication tools are changing, observational approaches can offer exciting
new and different ways for us as market researchers to access our customers,
and provide the healthcare industry with greater insights into the world of the
patient.
We are one of the largest independent healthcare market research and consulting agencies in the world. Trusted partner to the global pharmaceutical industry, we use our expertise and experience to deliver intelligent, tailor-made solutions. We provide strategic recommendations that go beyond research, helping our clients to answer their fundamental business challenges. Find out more at http://bit.ly/1PKI1tJ
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