kaplanresearch
CAPABILITIES AND INNOVATIONS
Experience Matters
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OVERVIEWWhy choose KaplanResearch?
KaplanResearch, Inc.Qualitative and Quantitative ServicesInnovations and specialties
Telephone Focus Groups 10+100 ReCAP
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Why ChooseKaplanResearch?
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KaplanResearch, Inc. Experienced, creative researchers
Understand the healthcare landscape
Tried and true qualitative and quantitativemethodologies
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 justreport information.
We help you decidewhat to do with it –
Because Experience Matters
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KaplanResearch, Inc.Clients include:
Global pharmaceutical companies
Device manufacturers
Biotechs and startups
Service suppliers
Hospitals and hospital groups
Physician groups
Community organizations
Advertising agencies
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QualitativeServices
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
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QuantitativeServices
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/convenience Facilitates presentation of visual stimuli Other methods: telephone,
in-person, mixed, employed as needed
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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
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ReCap
Grew out of our telephone expertise
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, andhow 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
Imagine a focus group within a
focus group
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ReCap | Imagine a focus group within a focus group
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30-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.
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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
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10+
100:
Fas
t T
imel
ine
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
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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
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Closing
kaplanresearch302 Wall Street | Kingston, NY 12401 | 845-339-3995
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