Reaching the Right Respondents

Charu Gupta

Post By Charu Gupta

August 11, 2016

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Spending Trends of Today’s Life Science Market Researchers

Bored. Repeat. Wrong. Do these words describe some of your biggest fears about who’s in your market research respondent pool?

A recent survey of more than 100 life sciences market researchers finds that for more than 60 percent, reaching the right physicians is their single biggest barrier to success.

According to one researcher, shrinking budgets have made it even harder to hire the expertise to ensure only those doctors writing prescriptions for their drug are being targeted.

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Knowing you have the right physicians answering your key questions is the cornerstone of your market research project—and the key to making informed business decisions.

Have a deep pool. Think quality over quantity. Just because a vendor boasts access to thousands or even millions of doctors, that is no guarantee that those doctors are engaged or in your drug area.

Often, no single partner can provide the depth you need. You should look for vendors with rigorous vetting standards and processes and strong partner networks (usually through secure APIs) that combine US and international doctors so your target audience is ensured. This can be a better solution that provides access in multiple languages and to all major physician specialty areas, as well as patients and other healthcare stakeholders, like nurses, pharmacists, hospital administrators, and managed care professionals.

Smart sampling. You need fresh respondents to provide unique, unbiased insights. Today’s technology randomizes and automates the sampling process to ensure you reach new physicians to give answers.

This means you need a high-tech solution that is easy for respondents to use. The right kind of sampling technology optimizes survey requests to ensure respondents aren’t getting surveys they aren’t eligible to answer. Good tech vendors will also make sure their sampling algorithms ensure that respondents aren’t repeatedly canvassed.

Samples should be continuously mixed so that the same people don’t get your survey every time. This is done best through a “wave” method that randomizes and excludes bias wherever possible.

To reach the right respondents, smart sampling technology should reach out to a focused group of physicians in controlled, timed waves, rather than sending single, large blasts to anyone who’s remotely relevant. Timed waves allow the software to gauge who’s responding and who’s not, and reaches out to select new respondents as the needs of survey completion dictate.

Your insights are only as good as the respondents who give them. Technology and strong API networks can help you deliver.

State of Life Sciences Market Research Report, 2016

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