Jessie Robertson, VP Client Services, Author at MD Analytics Inc.

Physician Interest and Participation in Market Research

by Jessie Robertson, VP Client Services | Survey Data, Survey Data Canada, Topical Data, Topical Data Canada

Market research plays a fundamental role in helping those involved in the healthcare market answer key questions about their brands. Gaining insights from healthcare practitioners is central to market research. However, engaging physicians to participate in research can be a challenge. While most of the surveyed physicians say they enjoy participating in market research studies, in practice, physicians self-report participating in less than half of the number of studies they are invited to participate in. Real-world experience from our panel says the response rate is even lower. With this in mind, we asked Canadian physicians to help us understand what motivates them to do market research.

Discover How Physicians Want to Learn About New Treatments

by Jessie Robertson, VP Client Services | Survey Data, Survey Data Canada, Topical Data Canada

Engaging prescribers is a key component to the launch of any new brand. But what are the key components that drive interest for physicians in learning more?

Overall, physicians express greater satisfaction when learning about new products through in person interactions compared to virtual or digital interactions. However, regardless of how they learn about new product, the types of resources physicians prefer are similar. The top most preferred resources for both GPs and Specialists include presentation at conferences, discussions with peers, educational events that include KOLs or treatment areas experts, presentations by lead authors, journal clubs and discussions with Pharmaceutical reps. While a majority agree (66%) they are more likely to engage with reps or MSLs to discuss new products or indications, more physicians agree (87%) they are more likely to meet with a rep or MSL with whom they have an established relationship.

Understanding the Impact of COVID-19 on New Pharma Product Launches

by Jessie Robertson, VP Client Services | Survey Data Canada, Topical Data Canada

The COVID-19 pandemic had a significant impact on physicians, including how they learn about and integrate new products into their practice. While not all saw a decline, close to 1 in 3 Specialists and close to half of GPs say their use of newly launched products declined during the pandemic, primarily due to a lack of pharma presence, reduced patient volumes overall and just a general lack of comfort using new products.

COVID-19 Impact on Women in Pharma

by Jessie Robertson, VP Client Services | Topical Data, Topical Data Canada

The COVID-19 crisis changed the way people work across industries including the pharma industry. MD Analytics teamed up with the professional association for women in the pharma industry Women Leaders in Pharma to conduct a study on the impact on of COVID-19 on women who work in the pharma industry.

Does Online Advertising Click for Physicians?

by Jessie Robertson, VP Client Services | Survey Data Canada, Topical Data, Topical Data Canada

Strong online advertising and messaging are key to maximizing impact of any marketing campaign. With recent restrictions on in-person interactions, online advertising and messaging play an even greater role in reaching physicians. Our findings from a survey of n=227 Canadian physicians show that 82% of Canadian physicians have increased their use of online platforms as a result of COVID-19, 48% significantly so.

Customer Engagement in the Pharmaceutical Industry – Why channels of communication matter

by Jessie Robertson, VP Client Services | Topical Data, Topical Data Canada

Measuring customer engagement in pharmaceutical market research can be challenging as physicians usually prefer to not be seen as “associated” with any given pharmaceutical company. However, as demonstrated by our customer engagement syndicated study, it is undeniable that stronger levels of physician engagement exist among pharmaceutical companies which can lead to more positive outcomes for their associated brands.

A Guide to Successful Qualitative Research

by Jessie Robertson, VP Client Services | Topical Data, Topical Data Canada

Qualitative research can provide a greater understanding of physicians’ attitudes and behaviours than quantitative methodologies, however increased demands on physician time may cause some to refuse participating. Determining the optimal study design and appropriate recruitment techniques can help make physicians more willing to participate.

Best Channels to Educate Dental Professionals

by Jessie Robertson, VP Client Services | Topical Data, Topical Data Canada

Dental professionals turn to traditional information channels most often when sourcing information on manufacturer products and continuing education. However, more innovative tools such as online and digital offerings continue to grow in importance, especially among newer dental professionals. Find out how to make sure your future outreach efforts are ready for the next generation of dental professionals.

Optimizing CHE Delivery for Younger Physicians

by Jessie Robertson, VP Client Services | Survey Data Canada

Traditional in-person continuing health education (CHE) programs remain the most attended format for Canadian physicians practitioners, however preferred sources of CHE vary widely by generation. As educational activities are an important channel to communicate important scientific data about new treatment options, program success will benefit from a tailored approach to CHE delivery.

The Wrong Detailing Approach Could Have Your Reps Facing Closed Doors

by Jessie Robertson, VP Client Services | Topical Data, Topical Data Canada

The relationship between healthcare providers and sales reps is a balancing act. Managed well they can add value to a physicians’ or pharmacist’s practice ultimately impacting product use. However HCPs are often overwhelmed by the demand on their time and as a result may restrict access to their practices to sales reps.

Jessie Robertson, VP Client Services

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