Strengthening Product Claims
Data substantiated marketing claims about new products is often needed for healthcare products to determine what can be put in HCP and Patient facing materials. However, how to effectively obtain early experience/user feedback and get insight into the product experience can be a challenge. A leading healthcare provider needed a partner to effectively operationalize and manage the early experience research process (among both HCPs and Patients) as well as provide insight on what claims have the strongest potential and should be considered for marketing.
We developed a custom process that combined HCP recruitment, referrals, and direct survey research to operationalize an entire early experience program. We collaborated closely with our client to determine the best approaches in engaging with their HCPs contacts, developed a communications plan to recruit HCPs who in turn were leveraged to facilitate recruiting patients and providing access to the new product. In addition to developing the research process, we developed and facilitated gathering the data for marketing (which included several claims ideas the client was hoping would be substantiated with data).
We successfully operationalized the process to the extent we are able to replicate for additional products as they are released and were able to obtain valuable information about this new product from both HCP and patient perspectives. Using the collected data and advanced analytic techniques, we were able to identify the claims which performed the strongest and should ultimately be considered for marketing and promotional materials.