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kaplanresearch
CAPABILITIES AND
INNOVATIONS
2
Why ChooseKaplanResearch?
EXPERIENCE MATTERS
3
Tried and True Qualitativeand Quantitative Services
Innovations and Specialties
Telephone Focus Groups
10+100
ReCAP
KaplanResearch, Inc.
4
Experienced, creative researchers
Understand the healthcare landscape
Tried and true qualitative and quantitative
methodologies
Innovations, like ReCAP and 10+100, designed to meet
our clients’ specific needs
Expertise with small start-ups and multinational
companies
The flexibility, individual attention, and good value that
only a small company can provide
Marketing perspectives, gained from working on the client
side and as external consultants
The advantages of a full-service organization
In business since 1992
We don’t just
report information.
We help you decide
what to do with it.
KaplanResearch, Inc.
5
Clients include:
Global pharmaceutical companies
Device manufacturers
Biotechs and startups
Service suppliers
Hospitals and hospital groups
Physician groups
Community organizations
Advertising agencies
QualitativeServices
6
Focus Groups
In-person and telephone
Triads and mini-groups
In-depth Interviews
In-person and telephone
Key opinion leader interviews
Managed care decision-makers
Webcam research and other internet-based
methods
Clear, to-the-point reporting
Conclusions based on the research
With a marketing perspective
Actionable recommendations
QuantitativeServices
7
Types of Studies & Techniques
Attitude and Usage
Concept Development and Testing
Conjoint Analysis/Choice Modeling
Gap Analysis
Market Segmentation
Market Sizing
Pricing Research
Methods
Most studies conducted online (CAWI)
Maximizes respondent participation and
convenience
Facilitates presentation of visual stimuli
Other methods: telephone, in-person, mixed,
employed as needed
8
Innovations andUnique Expertise
Telephone Focus Groups | ReCAP | 10+100
Telephone Focus
Groups
Experience Matters
Conducting a telephone focus group is a complex
task
KaplanResearch moderators have been doing it
for the healthcare/pharmaceutical industry >20
years
Benefits Include
Better physician sample
Geographical distribution in every group
Eliminates sponsor travel
Saves time and money
Respondents forced to be more articulate
Sponsor can join the group to ask a question or
probe an issue more deeply.
Direct, real-time communication between sponsor
and moderator
9
ReCAP
11
Sales and Marketing Working Together
Created for a global pharma company that needed to know how
new “upgrade” message was being delivered by the sales force –
as well as how it was being received.
Tests how messages are being delivered, and
how they are being heard – or not being heard
NOT a technique to test reps
Allows sales and marketing hear – together – what
customers/prospects are saying when a company rep is not around
Current Utilization
Typically as a series, with one group per sales region
Before, after, and during product launches
After new sales materials/ad campaigns are implemented
Before and after major sales training/meeting/event
Grew out of our
telephone
expertise
ReCAP | Imagine a focus group within a focus group
12
130-minute teleconferences,
each with 8-10 field reps to
discuss recent sales calls,
challenges and successes.
Establishes a frame of
reference for listening to
the physicians.
2 3
HQ team has heard it all, and can join reps for the ReCAP
60-75 minute telephone focus
groups with MDs. Reps in
“listen only” mode, hear MDs
discuss the product and
class, its position in the
market, and the competition.
Reps return for a “ReCAP,”
to discuss what they heard
and the implications for
their selling strategy. Reps
share their ideas about fine-
tuning the marketing
strategy.
Created for our start-up clients – who are
always short on time and money, but long on
research needs
Compressed timeline gains key market
research insights quickly
5 - 6 weeks from kick-off through results
presentation
Solid qual/quant research design
10 depth qualitative interviews
100 online quantitative interviews
Single market segment
Domestic US (and Canada)
10+100
13
10+
100
: F
ast
Tim
eli
ne
Week 1 2 3 4 5 6
PHASE 1 QUALITATIVE
Determine Screening Criteria
Develop Discussion Guide
Recruit Respondents
Conduct Research
Analysis & Report
PHASE 2 QUANTITATIVE
Draft Survey
Programming & Pre-test
Field Survey
Coding & Data Processing
Analysis & Report
Researchers shadow each other to be ahead of the curve
Quantitative phase begins early
Researchers incorporate learnings along the way
14
16
WHY CHOOSE KAPLANRESEARCH?
Expertise that comes with decades of conducting health care research
A broad understanding of the healthcare landscape
Experience in aesthetics
A small, but full-service company providing outstanding client service by seasoned professionals
Clear, to-the-point reports and analysis
A marketing perspective
Actionable recommendations
BecauseExperienceMatters
Closing
kaplanresearch302 Wall Street | Kingston, NY 12401 | 845-339-3995