Background & Objectives
Our pharmacy market research company recently partnered with a national health insurance brokerage company to conduct an online survey. The target audience for the market research was pharmacists who operate in the U.S.
Drive Research worked with the client to define specific objectives for the market research. These included:
(1) A better understanding of how pharmacists provide guidance to current pharmacy customers
(2) How the pharmacists provide support to their customers
(3) Reasons pharmacists do and do not offer support to their customers
These core objectives and many other secondary objectives were addressed in the market research project.
Drive Research had several meetings with the client team before the kickoff meeting to fully define the scope and objectives. A full proposal was created to outline the approach, timeline, fixed cost fees, and describe the deliverables.
Our proposals are very thorough and detailed, helping the client trust the process laid out by our health insurance market research company.
Market Research Approach
Our healthcare market research company recommended two core steps to address the objectives at hand with our health insurance client.
- Qualitative phone pre-tests with pharmacists (n6)
- Quantitative online survey with pharmacists (n200)
Step 1: Pharmacist Research Phone Interviews
With technical topics such as this, it is valuable first to conduct pre-test interviews with the target audience. Drive Research scheduled and conducted 6 telephone interviews with pharmacists across the country.
The first draft of the online survey was fully tested as part of this qualitative research. After each interview, the pharmacist was asked to provide feedback on the script - such as if anything was confusing or if they had any recommended questions.
As a result of these interviews, several tweaks were made to improve the online survey.
These pre-test phone interviews are extremely helpful in market research. Not only do they help identify confusion points and additional context, the findings and insights can also help fuel other ideas for questions before the quantitative launch.
Research gets you answers but also raises a lot of other questions as you continue to peel back the onion. If our pharmacist market research company jumped right into the online survey, there might have been items we learned about at the end that we had wished we asked in the script.
Completing pre-testing with real pharmacists allowed us to adjust our strategy before reaching the point of no return with the online survey.
Step 2: Pharmacists Online Survey
Online surveys with our health insurance market research company are cost-effective, offer a quick turn-around, are measurable, and gather quality data. These benefits create a strong ROI for this methodology over other options.
Phone surveys and focus groups were considered as part of the market research scope, but it was determined the return was far greater for the approach recommended by Drive Research.
The pharmacist online survey took an average of 7 minutes to complete and included 26 questions. The survey received 200 completes. Fieldwork began on February 27 and lasted until March 6, 2020.
The margin of error for these results would be +/-6.9% at the 95% confidence interval with a true probabilistic random sample. This means if the survey was conducted with another 200 pharmacists, the survey results would yield within +6.9% or -6.9% of the totals 95 out of 100 times.
Our online survey company prepared the following highlights for the survey:
- A survey was conducted with pharmacists employed in the U.S.
- A mix of community, regional, and national pharmacies were collected for analysis
- A natural fall-out of geographic regions of the U.S. was obtained (northeast, south, midwest, west)
- A natural fall-out of urbanicity was achieved as well (urban, suburban, and rural pharmacies)
The pharmacist survey included the following topics:
- Brand of Pharmacy Management Platform (PMP)?
- How important is Medicare guidance for customers? Why or why not?
- Does the pharmacy offer guidance for Medicare customers?
- For what reasons does the pharmacy provide guidance?
- How is this guidance offered to customers (proactive or reactive)?
- How do customers come to expect guidance from the pharmacy?
- How often do customers come to the pharmacy for guidance?
- What type of information is provided to Medicare customers?
- How is that guidance provided to customers?
- Does the pharmacist provide guidance on what to look for when selecting a Medicare plan?
- What factor(s) are most important when providing Medicare plan guidance?
- Does the pharmacy partner with an insurance broker, rep, or Medicare enrollment company?
- Does the pharmacy use software that specifically provides Medicare guidance?
- What Medicare guidance software is used?
- How does in-store software support Medicare guidance efforts?
- How satisfied are you with the current pharmacy software in terms of Medicare guidance?
- What do you like most?
- What do you like least?
- Concept testing for the client software offering (1 to 5 scale of value)
Deliverables for the Pharmacist Online Survey
Although the results and insights remain confidential with the client, an overview of the analysis and reporting packages are highlighted below.
After the draft report was delivered to the client, the team of experts at Drive Research debriefed with the client on the findings and the next steps.
Here are the deliverables provided as part of our health insurance company market research report:
- Powerpoint report delivered in PDF which included:
- Background and methodology
- Executive summary of theme-based findings which answered the following:
- How important is it to provide Medicare guidance?
- How do customers expect guidance for Medicare?
- What factors are important when discussing Medicare plans?
- What software is used by pharmacists?
- What do pharmacists think of current software?
- Is there an interest in the client concept?
- Next steps with the market research
- Survey with customers of the health insurance company
- User experience (UX) research with pharmacists
- Survey with Medicare customers
- Full appendix of charts and graphs (over 50 pages)
- Survey analysis
- Question by question breakdown of the results
- Broken down by:
- Type of pharmacy (urban, suburban, rural)
- Code of pharmacy (national, regional, community)
- Partner with insurance, do not partner with insurance
- Region (northeast, south, midwest, west)
Drive Research is a healthcare market research company and health insurance market research firm. Our team of experts works with a variety of healthcare organizations across the country to assist with all types of market research needs. Here are some of the studies we can help with:
- Online surveys
- Email surveys
- Phone surveys
- Mail surveys
- Focus groups
- Online focus groups
- Qualitative recruiting
- Mobile ethnography
- Video interviews
- Mystery shopping
- Website surveys
- New product research
Questions about a project? Need a proposal? Contact us below.