There are several new technologies and innovations being introduced to the healthcare field right now. More specifically, as with many industries, medical professionals are looking for ways to adapt to digital.
Major areas of interest include virtual health, cloud-based technologies, AI, collaboration, and VR.
However, when introducing a new healthcare product concept, there are many uncertainties.
- Is there a need for the product/service?
- What is an appropriate price?
- What are the best marketing strategies to reach medical professionals?
- How can I best explain the concept to my target market?
Ultimately, concept testing a new healthcare product with doctors can provide answers to these types of questions and more.
This includes surveying those that are extremely specific, like doctors with a particular specialty, such as neurologists or physicians.
Below, learn more about a recently completed concept test for a new healthcare product conducted by our market research company.
For a quick overview of the healthcare new concept survey, see the highlights below. They cover the project scope, methodology, and approach.
While our typical process includes a more hands-on approach, this approach is cost-effective for brands looking for an experienced market research person to review their survey draft and execute it.
- The client passed Drive Research a draft version of the survey with questions.
- Drive Research reviewed the content and made recommendations/suggestions.
- The survey collected feedback in the U.S., U.K., Germany, and France.
- The scope included translations to local languages (Germany and France).
- The target audience was Neurologists who care for patients with epilepsy.
- Responses will be a mix, but there was a preference for pediatric patient bases.
- The qualification or incidence rate (IR) is expected to be 60% or higher.
- Drive Research managed the programming of the online survey and data collection.
- Drive Research also managed programming redirects and incentives to Neurologists.
- Drive Research prepared a final Excel CSV file of all responses to the survey.
- Drive Research provided an aggregate online portal and four crosstabulation portals.
- Reports can be exported into Excel, PDF, PowerPoint, and Word.
- The timeline for the setup was expected to be 2 to 4 days for programming.
- The timeline for fieldwork was expected to last up to 15 business days.
Approach to Testing a Healthcare Product Concept
The market research project started with a kickoff meeting. It was a great opportunity for our project manager and research team to meet the clients and learn more about their objectives.
The key pieces to conducting a concept test include:
- Having a clear understanding of the target audience
- What the concept is and how to best explain it to respondents
- Having a clear understanding of how the client intends to use the results
Therefore, we covered each of these aspects in the kickoff meeting to assure all needs were met.
While we often provide our clients with a custom-written survey, the questionnaire was already written by the client before the project began.
As a result, our team was responsible for fine-tuning a survey they drafted, executing fieldwork, and providing the survey results.
From our experience conducting market research with medical professionals, we find the best sample source is through healthcare market research panels as well as our own contacts.
After fieldwork is completed, our healthcare market research company began cleaning the data in order to report on only legitimate responses.
The client deliverable was a topline report which included a 4-page document with an overview of the highlights, approach, and key findings.
The results confirmed interest in the new healthcare product and provided data to help the client strategize the next steps.
Results of Conducting Market Research with Neurologists
The approach confirms how long the survey took to complete, the total number of questions, the total number of responses, dates of fieldwork, and the margin of error.
The survey took an average of up to 8 minutes to complete and included 20 questions. The survey received 40 responses from doctors. Fieldwork for the survey began on March 10 and lasted until March 27, 2022.
With a probabilistic sample, a total of 40 responses at the 95% confidence level offered a 16% margin of error.
If the survey were conducted with another random pool of 40 respondents, the results would yield within +16% or -16% of the stated totals in the reports.
Key Findings of the Healthcare Concept Test
While the results will remain confidential with the client, below is an overview of a few key findings from this online survey with doctors.
- Respondents practiced in a mix of countries.
- A mix of specialties/practice settings was represented. The client was provided with the percentage of neurologists with epilepsy specialty and focus/epileptologist, neurologists that treat many different neurological conditions including epilepsy, and pediatric neurologists.
- The client was provided with the average number of patients respondents treated for some form of epilepsy per week, the percentage of respondents’ new patients meaning they were diagnosed with epilepsy within the past six months, and the percentage of respondents’ patients that were 18 years of age or older.
- The client was provided with the percentage of patients that required treatment for prolonged, acute, convulsive seizures with seizure-relieving products (e.g., midazolam or diazepam).
- The client was provided details about the most common treatments given by the parent or other caregiver in the pre-hospital setting among doctors in the U.S. and Europe.
- The client was provided with the top three reasons selected to explain why specific medications worked better, how often the treatments tested were prescribed, and the top influences/reasons doctors used when selecting a seizure relieving product.
- The client was also provided with the percentage of doctors who found the new healthcare product appealing, the percentage of doctors’ current prescriptions that would be replaced by the new product, and reasons for low and high interest in the new product.
Drive Research is a national market research company located in New York. Our team has partnered with healthcare organizations across the country to execute several types of market research with medical professionals.
Interested in learning about all of our market research services? Reach out through any of the ways listed below.
- Message us on our website
- Email us at [email protected]
- Call us at 888-725-DATA
- Text us at 315-303-2040
As a Senior Research Analyst, Emily is approaching a decade of experience in the market research industry and loves to challenge the status quo. She is a certified VoC professional with a passion for storytelling.
Learn more about Emily, here.