Whether a pharmaceutical brand is looking to map a patient journey, create a new medication’s positioning, or craft engaging professional or patient messaging, HCP digital panels can contribute valuable insight that gives a brand competitive advantage. 

In our work with HCP market research, we’ve proven our digital panels yield higher quality participation and higher value insights time and again. 

Based on our deep experience with pharma market research, we’ve identified the 10 best practices for engaging HCPs in highly successful digital panels. For full article, click here.

STRATEGIC ROLE OF PANEL

Best Practice #1: Run digital panels as ‘dry runs’ for quantitative research, providing a cost-effective gross negatives check to ensure you’re optimizing stimuli prior to fielding a quantitative study. 

Best Practice #2: Structure panels around a single-minded strategic objective which is made clear to HCPs, optimizing their input and engagement. 

DISCUSSION CONTENT & FLOW

Best Practice #3: Design the panel to deliver quali-quant results. Multiple choice, Likert scales and rankings provide the numbers. Open-box explanations provide the why’s behind the numbers.  

Best Practice #4: Build momentum into the HCP panel by pacing the panel with different styles of questioning and compelling stimuli to keep the panel dynamic and engaged. 

Best Practice #5: Build in personalized touchpoints with well-timed probes and comments to reinforce the moderator is actively listening and that HCPs’ opinions matter.

PANEL LOGISTICS

Best Practice #6: Be ever alert to adverse events through a single, trained point-of-contact within the team.

Best Practice #7: Recruit for creativity, curiosity, and willingness to share by implementing creative questions during the recruit so you get respondents who act as partners, actively building on ideas. 

Best Practice #8: Be mindful of HCPs’ busy schedules. Fielding asynchronous panels over a few days and keeping panels short gives HCPs flexibility and ensures completion.

Best Practice #9: Create clear expectations at the start of the panel about what the HCPs will be seeing – and what they won’t be seeing, such as in-depth data behind a drug – to pre-empt later questions or frustrations. 

Best Practice #10: Lead with individual feedback, close with group discussion so each HCP contributes their unbiased responses but also is given the chance to collaborate and build on others’ comments to further insights.  

For full article, click here.