Editor’s note: Rebecca Hahn is senior director at research firm KJT Group, Honeoye Falls, N.Y. 

Although marketing research is typically used internally at pharmaceutical and medical device manufacturers to inform marketing and sales strategy, there are many reasons why you may want to conduct a study and publicly release the results. This type of research typically explores a topic area in a strategic and unbranded manner. Using an unbranded approach can help reduce perceptions of bias, improve media pick-up and increase the opportunity for publication. By focusing on a disease or health issue, research for public release can be an effective tool to raise awareness of a condition and its impact on patients, caregivers and society to shed light on unmet needs your company is positioned to address. In addition to creating media interest, it can help prime the market for a new product launch.  

Research for public release can be an effective tool to position your company as an industry thought leader, enhancing your reputation in your particular area of focus. Here are six important considerations when designing a study for public release to optimize its impact.

strategy

1. What are the key strategies to help make your project a success?

Your study should be newsworthy and the topic should be fresh. It doesn’t need to be a new idea but could be a new way of looking at an issue, such as identifying gaps in perceptions about living with a condition among patients and health care providers not previously explored. Do your homework to avoid redundancy and identify information not addressed in currently available research.

The study should also be a unique source of information relevant within the broader context of the pharmaceutical/device industry as well as society as whole. This will prevent it from appearing self-serving and ensure credibility.

Follow industry guidelines such as the American Association for Public Opinion Research, National Council on Public Polls, Insights Association and the British Polling Council to design research that is fair, balanced and comprehensive. This also ensures results are defensible to the media, public, competitors, policy makers and academics.

2. Who should I involve from my organization?

team meeting Typically, a marketing researcher works with the marketing or brand team when designing and conducting a study. When research is done for public release it needs to be carefully designed and aligned with your key business objectives. Thus, it is essential you give all relevant stakeholders a seat at the table from the very beginning of your project to gather valuable input and ensure the results will be useful to your organization.

These stakeholders may include public relations teams or agencies; corporate communications; medical affairs; steering committees; clinical experts; patient advocacy groups; health outcomes and economic research; country affiliates for global studies; and your legal department.

3. Who are you trying to influence with your research to make your product launch successful? 

Are these consumers or patients? Or are you trying to reach health care professionals (HCPs) or payers? This information can help guide the content of the survey and the choice of channel for distributing the information. Being user-centered during the design phase will ensure the results are meaningful to your target audience.

4. Who is your survey audience?

Determine the best source of this information – patients, family members/caregivers, HCPs, payers, hospital administrators, policy makers, employers, etc.

The survey audience does not necessarily need to be the same as the audience you are trying to influence. For example, exploring what is important to patients or caregivers can help guide HCPs in understanding a disease or condition from the patient’s point of view.

It is often beneficial to evaluate multiple perspectives as this can help provide an accurate, holistic picture of life with/managing a condition; paint a bigger picture of a group’s health state and needs; help identify gaps in perceptions; and gain a better understanding of health care coverage and reimbursement concerns.

5. How do I develop a study that yields robust results?

Carefully design the sampling plan; bigger samples are generally better with the gold standard for general population consumer research being n=1,000 respondents. Larger, stratified sample sizes help ensure generalizability and allow for flexibility in subgroup analysis. Your sample will be dependent on your research objectives and may be smaller if the overall population is limited as is the case for many health conditions. 

Keep in mind three key areas when designing your survey: awareness, attitudes and actions. Awareness can test knowledge and bust long-standing myths. Attitudes include feelings, emotions and opinions. Actions are behaviors, experiences and intentions. Ask the survey questions in an unbiased and straight-forward manner. 

For research intended for peer-review journal publication, consider including existing validated instruments/scales that address your needs. Obtaining Institutional Review Board approval or exemption is also strongly recommended.

Finally, be sure to conduct survey pretests to ensure clarity and constructs are effectively conveyed.

6. What is the best way to disseminate this information? 

Your choice in distribution is typically driven by the audience you are trying to influence. Press releases can be very effective for consumers as they are intended to generate media attention and be distributed to a general audience.

Peer-reviewed manuscripts, white papers or posters presented at a conference can be an appropriate channel for a professional audience. 

manuscripts

Detail aids can also be very effective in communicating information HCPs may not generally be aware of, for example, “85 percent of patients with condition X feel it is very difficult to speak to their HCP about issue Y.” The detail aid then becomes a resource to help HCPs and demonstrates your company’s commitment to patient care. 

Positioning your brand

The idea is not to sell your new product or promote a business area but rather to make it easier for your sales and marketing teams to be able to position your brand and/or organization effectively. Following this guidance for your public release study will help your team set the stage for a successful engagement!