Market Analytics
We provide clients the supporting analytics to insure an understanding of the nature of their markets; to help develop decision models that address clinical and economic requirements; to identify market drivers and build performance measurements; and support these efforts with a broad array of sophisticated analytical tools.
Marketing Research
We offer clients the unique combination of marketing research skills combined with our associates’ wide-ranging experience and expertise. We listen carefully to all needs and design methodologies that provide reliable findings within controlled budgets. Clients benefit from our active involvement in all phases of the research. Typical information gathering tools include:
• Focus groups
• Web-based interviews
• Telephone interviews
• In-depth personal interviews
• Teleconferences
• Convention intercepts
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We have worldwide capabilities, including multi-language skills, and can provide access to all health care populations. We have conducted web studies in as many as seven languages simultaneously. Our field research experience includes most stakeholders in the health care industry including: physicians; nurses; allied health professionals; pharmacists; payers; health policy decision-makers; and other health care providers.
Decision Models
We work with clients to develop decision models that address the economic costs and clinical benefits associated with their products. It is always difficult to assess these dynamics for a drug or treatment intervention used within a specific population when existing prospective and retrospective studies cannot be used. A solution can be found with a determination of clinical and economic messages that need to be communicated to the target audience. Models are designed with these messages in mind. Various designs and analytical techniques are available to make the model as sophisticated as necessary to communicate the messages.
We design models that assist in areas of:
• Budget impact and cost effectiveness
• Pricing and contracting
• Target market assessment
• Value messaging
Demand Forecasting
Our expertise enables us to identify market drivers behind overall category demand; to assess unmet needs that the new product will address; to classify anticipated use levels by targeted market populations; to recognize reimbursement levels; and to consider other factors, such as anticipated distribution structure and sales organization.
Performance Measurement
We provide a variety of information gathering approaches to track performance versus anticipated demand including in-field personal interviews with customers and non-customers; web studies; telephone interviews, primarily for sales and distribution personnel; analysis of a client’s records; and other actions designed to provide the ability to react to either positive or negative demand versus forecast.
Analytic Tools
We offer a variety of advanced statistical tools to evaluate demand and performance. Examples include:
• Conjoint Analysis . . . to gain insight into customer decision-making.
• Factor Analysis . . . to discern the underlying key attributes from a list of many.
• Multiple Regression Analysis . . . to understand the factors that drive overall satisfaction.
• Perceptual Mapping . . . to display a brand or product’s positioning relative to its competitors.
• Predictive Analytics . . . using historic data to anticipate future activity.
• Quadrant Analysis . . . to understand how well you are delivering features identified as important by your customers.
• Price Modeling. . . to plot the range of pricing likely customers anticipate they will pay, and to help avoid under-pricing.
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