If your job is to study the attitudes and needs of medical professionals, you might be slightly unsure how to approach them in these troubling times. But gaining valuable insights is still a key piece to enable healthcare solutions that may support overcoming the current crisis or the treatment of other conditions the world is still battling.
HCPs’ response rates remain stable.
Key factors include:
Source of income
- Used to it / have already planned for it
- Non-critical-care HCPs may be reducing workload
Flexibility
- Participation fitted to HCPs’ own schedule
- At home: can be seen as a risk free environment
Know-how
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We recommend these best practices when conducting market research in the current situation:
Show that you care: measure and track your brand’s overall perception in handling the current crisis. Check in with your customers what more you can do for them right now.
Focus on the (future) need for innovation: indicate the importance of research both in the current crisis but also in bringing to life much needed solutions for non communicable and chronic care.
Keep surveys simple and quick to increase the chance of response rates further. Update survey invite messages, intro and thank you pages to show compassion.
Substitute F2F in depth interviews with alternative means. Consider online and telco options as well as bulletin boards.
Flag and tag invitations and responses for ongoing tracking surveys during the current crisis to measure any impact subsequently.
… but most of all, keep listening to what HCPs
have to say:
The information is based on research executed 18-20 March 2020 by the healthcare panel supplier, m3 Global Research, across +5000 HCPs in various specialties, incl. +500 in critical care, anesthesiology, pulmonology and infectious diseases.
Findings supported by Intellus Worldwide. Best practices echoed by industry organizations, e.g. phMRA, ESOMAR
