ZS Snapshot HCPNeedsAssessment
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Transcript of ZS Snapshot HCPNeedsAssessment
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Improve engagement in HCP promotional education programs through needs assessment
Understand key value drivers and differentiators of HCP promotional education in an increasingly restricted environment
The pharmaceutical marketing environment is undergoing painful changes in its approach to promotions. Declining access to customers limits your ability to rely on the sales force to establish share of voice. Marketing teams need to optimize other opportunities to interact with and influence health care providers.
The delivery of promotional education programs such as dinner series, roundtables, webcasts and symposia is one of these critical opportunities. If executed correctly, these programs allow companies to find a more neutral ground on which to share with, and learn from, their customers.
The HCP Promotional Education Needs Assessment is a holistic approach that incorporates qualitative market research and competitive benchmarking to generate a 360-degree picture of the educational landscape: the content, channels and formats that HCPs value. Ultimately, the results of this assessment will increase the value of each dollar spent on promotional education programs.
Wondering how to motivate HCPs to engage in your promotional education program?
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How the HCP Promotional Education Needs Assessment Works
The Needs Assessment combines 3 components:1. Insights from a companys
primary research2. Benchmarks and innovations
uncovered through competitive intelligence research
3. Internal stakeholder interviews
First, ZS gathers internal perspectives to evaluate a companys current approach to promotional education, determine where there are gaps and learn from bright spots that may exist.
Next, ZS designs and conducts qualitative research to explore education value drivers, perceived differentiation opportunities, needs, current gaps, ideas for new programs or services, and environmental trends that may influence future education consumption or preferences.
In parallel, ZS uses our experienced researchers to benchmark competitor activities - documenting and comparing programs offered by major competitors.
The outcome is a thorough understanding of the content, channels and formats that HCPs value and how those should be prioritized. The brand team receives a report card detailing how well they are engaging their customers through education, along with specific recommendations for improvement. This enables the brand team to become more customer-driven in their promotional education resource investments.
Needs Assessments often give rise to an ongoing education assessment mechanism to ensure that companies remain responsive to the evolving needs of customers.
How ZS Helped A Company Raise Its Game in Promotional Education
Having determined they needed to rethink their approach to promotional education programs, a company sought to understand why current programs were ineffective and the value future programs could bring.
ZS conducted a HCP Promotional Education Needs Assessment to help the company evaluate how existing programs were perceived, define customer wants and needs, and develop a plan with innovative approaches that could differentiate them from competitors.
The assessment revealed that customers perceived a lack of credibility in some program content, driven by lack of speaker involvement in the content development. As a result, the client acted to engage its speakers for future programs. This information was shared with marketing teams across the organization to inform their tactical planning and resource allocation.
What an HCP Promotional Education Needs Assessment Delivers:
Provides insight into the needs, wants, and value drivers of key customers
Guides your brand team to think more about what customers want
Improves return on resources by upgrading predictability of HCP receptivity to and attendance at programs
Arms brand teams with fundamentals to proactively address changes in the promotional landscape
Motivates the design of more innovative and competitively differentiated programs
For more information about ZS Associates please contact our experts at: [email protected] www.zsassociates.com
2011 ZS Associates, Inc.
Understandwhat education
HCPs desireand value
Designprograms andinteractionsthat addressHCP needs
Strengthenthe foundationfor delivery ofpromotional
efforts
Generatepositive impacton HCP access &
relationships
Increase thevalue delivered
with eacheducational
program