When it comes to healthcare market research, finding people who are interested in comfortable about discussing their medical conditions can be a challenge.
However, difficult as it may be, it is helpful to learn from this audience as to what they expect and need from medical professionals.
Finding research participants to openly discuss their medical conditions can be challenging - but not impossible. We recently recruited IBD patients across the country in order to conduct a pricing study for a healthcare organization. Learn more.
For example, a telehealth services organization partnered with our healthcare market research company to conduct a pricing study in the U.S. and U.K. among IBD patients.
Continue reading to learn more about the challenges, solutions, approaches, and results of the IBD patient market research study.
Challenges of the Healthcare Organization
The client was challenged in finding the best price point for a Direct-to-Consumer (DTC) service offering.
They were considering alternative pricing models to cover the initial Resilience Assessment and Personalized Care Plan.
Additionally, the telehealth services organization was considering different levels of subscription-based on the amount of human touch involved.
These include various price points for IBD patients including:
- Resilience Assessment
- Personalized Care Plan
- 3 months of multidisciplinary care support
- Access to an internal platform with no multidisciplinary support
Solution to Finding the Right Pricing for IBD Patients
To address the challenges of the healthcare organization, Drive Research recommended using both qualitative and quantitative research methodologies.
The two recommended market research studies with IBD patients included:
- Online focus groups as the first exploratory step to understanding the reasoning behind pricing among IBD patients.
- A follow-up online survey to provide measurable feedback.
Combining these benefits of a hybrid market research study will create a strong ROI for the client. In addition, the feedback will help fuel pricing operations, marketing, and strategy.
Approach for Conducting Online Focus Groups with IBD Patients
Our healthcare market research firm conducted one online focus group via Zoom with IBD patients in the U.S. Qualified participants were required to join via webcam on a laptop or desktop computer.
Finding IBD Patients for the Online Focus Group
IBD patients were pre-screened to ensure they met all qualifying criteria by telephone.
Our qualitative recruiting team finds that outreach by phone adds a personal touch to the recruitment process. Doing so helps Drive Research build rapport and commitment from participants.
In addition to the re-screening phone call, Drive Research added additional communication touchpoints such as:
- A confirmation email requesting a yes response.
- A calendar invitation with Zoom information.
- A reminder phone call the evening before the remote focus group.
- A reminder text the day of the virtual focus group.
Details of the Remote Focus Groups
- The remote focus group lasted 90 minutes.
- Drive Research recruited a total of 7 participants for the group to sit 4-7.
- Each IBD patient who participated in the group discussion received a gift card reward.
- Drive Research developed a moderator’s guide addressing the study's core pricing objectives.
- Participants spoke with their cameras on so the discussion can be interactive.
- The session will be recorded and provided to the client after the fieldwork.
- The healthcare client was able to sit-in on the group live to listen to the feedback and discussion.
Cautions When Conducting Online Focus Groups with Healthcare Patients
With the IBD patient audience, a focus group is much riskier than other types of market research such as 1-on-1 IDIs.
With the health conditions, it will likely impact participant willingness to sign-up for the focus group, commitment to show.
Additionally, the subject will also affect the conversation in a group setting where they may be less willing to share information.
For this reason, it is important to consider these 7 factors when discussing sensitive topics in market research.
Approach for Conducting an Online Survey with IBD Patients
After the qualitative market research was completed, Drive Research drafted some interim findings for our healthcare client.
These findings and insights were reviewed collectively before preparing the online survey with IBD patients. They also helped construct the data-driven questions for the quantitative research.
The survey included screening criteria that would qualify or disqualify interested respondents.
Qualifying criteria included people who:
- Reside in the correct geography of the U.S.
- Currently have IBD
- Household income
The healthcare organization received honest and unbiased responses being that a third party managed the online survey.
The results were reliable, accurate, and trustworthy.
Details of the IBD Patient Online Survey
- Once the survey document was finalized, it was programmed into our online survey software and tested.
- The online survey was PC, mobile, and tablet-friendly.
- A survey test link was sent to the client for review so the team can view the survey as if they were a participating respondent.
- The survey took an average of 7 to 10 minutes to complete.
- The survey included up to 25-35 questions.
Results of the IBD Patient Market Research
The telehealth platform received an online dashboard with live results tabulated into charts and graphs.
The dashboard helped assist the client in monitoring the progress of the survey with our healthcare marketing research firm.
The findings of the market research were gathered into a comprehensive PowerPoint report.
The healthcare market research report included:
- A background and executive summary with themes
- Patient persona(s)
- An infographic
Beyond the online portal and comprehensive report, our team debriefed with the client through a 60-minute scheduled video call.
Doing so gave the healthcare organization the opportunity to ask any questions or expand on what was shared in the report.
The intimate findings of the market research conducted with IBD patients will remain confidential with the healthcare organization.
Drive Research is a full-service market research company that partners with healthcare organizations across the country. Our team of certified market research professionals can recommend the best approach to collect feedback and data from various types of patients.
Interested in learning more about our services? Contact Drive Research today.
- Message us on our website
- Email us at [email protected]
- Call us at 888-725-DATA
- Text us at 315-303-2040
A SUNY Cortland graduate, Emily has taken her passion for social and content marketing to Drive Research as the Marketing Coordinator. She has earned certificates for both Google Analytics and Google AdWords.
Learn more about Emily, here.