March 5-6, 2019
The challenges in conducting marketing research with health care professionals are significant and often inevitable. Research agencies are vying for time with busy professionals and pharmaceutical research has become increasingly nuanced in its scope. As pharmaceutical companies focus on specialized medicines, the market research landscape has shifted to reflect this, resulting in a steady decline in response rates, harder-to-reach segments and challenging sample goals. Successful fieldwork agencies can utilize tangible strategies that will alleviate fielding challenges where they most typically occur: at the recruitment phase and during the screening process.
This presentation will begin with an identification of the most common fielding challenges that occur when conducting research with U.S. physicians and other allied health professionals. The majority of the presentation will focus on tangible strategies to help mitigate these fielding challenges, both through our experience with extensive fieldwork with this population combined with recent primary research among U.S. oncologists – one of the most heavily-targeted specialties – about their past and intended future participation in marketing research studies. We will articulate the ways in which researchers can mitigate the factors that lead to low response rates in the recruiting phase of research and we will also explore best practices to utilize during the screening process to maximize respondent participation. Additionally, we will offer suggestions for programming enhancements that can make the user experience more engaging thus reducing drop-out rates.
The session will conclude with a recap of key takeaways that researchers can implement in their research practices to mitigate fieldwork challenges in research with health care professionals.
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