Healthcare Market Research

The Brooks Group Healthcare Market Research Team is focused on enhancing the impact of marketing programs, building strategies, and improving the performance of sales professionals in the healthcare industry. Our team has real-world experience in marketing, sales, supplier management, national accounts/managed care, and reimbursement. Because all of our team members have held significant management positions within major corporations, we understand the necessity of helping customers achieve their strategic and financial endpoints.

Our significant industry experience gives us the ability to drive lines of questioning that elicit far better information and answers than traditional research companies. This experience also allows us to develop insights and recommendations that exceed other healthcare market research companies’ conclusions.

HEALTHCARE MARKET RESEARCH: ACCESS TO INSIGHTS THAT MATTER

Our market research team has built a robust database of more than 3,500 key contacts at leading healthcare groups, including Medical Directors, Pharmacy Directors, Quality Directors, Senior-Level Executives, and decision-makers at influential provider networks, including hospital systems, integrated delivery networks, and physician medical groups. Our ability to tap into this rich source of insight is part of what differentiates The Brooks Group from the competition in the Pharmaceutical market research and the Biotech market research space.

THE CONTENT ANALYSIS APPROACH IN BIOTECH AND PHARMACEUTICAL MARKET RESEARCH

Our approach to analyzing qualitative data (interview and write-in responses) help differentiate our research reports. We apply content analysis techniques and procedures, which is a systematic approach for compressing many words of qualitative data into fewer message content categories or characteristics. This approach enables us to sift through the large volumes of interview data in a relatively straightforward and systematic fashion.

The content analysis approach in our pharmaceutical and biotech market research also helps us discover and describe the nuanced differences among customers in terms of their interests and points of view. Content analysis is useful for uncovering trends and patterns, and the process provided us with an empirical basis for monitoring shifts in customer opinions or behaviors over time.

The Brooks Group Market Research team has also created a syndicated product: The Advocate: Supporting the Patient Voice, around uncovering needs and providing benchmarking data from advocacy organizations to the pharmaceutical industry.

The content analysis for this research follows the “emergent” coding protocols and unfolded in four primary steps:

• First, we review interview responses by question and identify naturally occurring themes, comments, or messages.
• Second, we tabulate these naturally occurring themes, comments, or messages to identify recurring content categories.
• Third, we review interview responses again to tabulate the recurrence of messages by content categories. Coders are used in this step to enhance the reliability.
• Finally, we cluster content categories into larger conceptual themes/areas to help explain the research subjects’ perspectives and behaviors.

 

Portfolio of Services	Applied Methodology	Needs and Issues Addressed
Advisory Board Meetings and Virtual Panels (Managed Markets)	Facilitated Research Quantitative Surveying	Assessing Brand Equity Mapping Buyer Decision Process Mock P&T Product Launch Preparation Phase III and IV Research Design Product Positioning
Advisory Board Meetings and Virtual Panels (Physicians)	Facilitated Research Quantitative Surveying	Assessing Brand Equity Mapping Prescriber Decision Process Product Launch Preparation Product Positioning
Best Practice and Needs Analysis Studies	Qualitative (interviewing) Quantitative (surveying) LiteratureReview\Secondary Research	Assessment of Customer Priorities and Values Benchmarking Competitors’ Service Offerings Customer Assessment of Current Offerings Mapping Decision Making Process Product Launch Preparation
Concept Testing	Qualitative (interviewing) Quantitative (surveying)	Assessing Brand Equity Issue Mapping and Idea Clustering Mapping Decision Making Process Customer Interpretive Feedback Customer Receptivity Assessment
Customer Facing Personnel Performance Assessment	Qualitative (interviewing) Quantitative (surveying) Ethnographic (field observation, fieldwork, etc.)	Benchmarking Customer Satisfaction Assessment of Skills and Capabilities Assessment of Customer Priorities and Values Identifying Training and Development Needs Assessing Access to Key Decision Makers
Image Studies (Performance Benchmarking)	Qualitative (interviewing) Quantitative (surveying)	Assessing Brand Equity Mapping Decision Making Process Benchmarking Customer Satisfaction Assessment of Customer Priorities and Values
Market Segment Profiles and Market Primers	Qualitative (interviewing) Quantitative (surveying) Literature Review\Secondary Research	Market Mapping Process Mapping and Flow of the Dollars Benchmarking Customer Satisfaction Description of Key Influencers and Companies Assessment of Customer Priorities and Values Payer and Provider Segmentation
Message Testing and Benchmarking	Qualitative (interviewing) Quantitative (surveying)	Mapping Decision Making Process Communication Network Mapping Customer Interpretive Feedback Assessment of Message Effectiveness and Clarity
Reimbursement Mgt.	Qualitative (interviewing) Quantitative (surveying)	Mapping Decision Making Process Assessment of Reimbursement Environment Competitive Intelligence (e.g., organizational structure, approach to market)
Specialized Research	Ethnographic (field observation, fieldwork, etc.) Meta Analysis Qualitative (interviewing) Quantitative (surveying) Literature Review\Secondary Research	Competitive Intelligence (e.g., organizational structure, approach to market) Assessment of Customer Priorities and Values Product Case Studies Retrospective Analysis

Contact us today to learn how we can help your company gain market insights that will help build your brand, gain access to strategic markets, and coach your team to success. When you partner with The Brooks Group, you partner with one of the best healthcare market research companies in the USA.