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4 ways to conduct a successful (& insightful) healthcare market research project

If you’re in the healthcare market research sector you’ll understand more than most the crucial role medical market research plays in developing, designing and branding new healthcare products. 

You will often have defined the methodology well before reaching out to a fieldwork partner to recruit hard-to-reach respondents but it’s always helpful to know the specific market research methods available, and which will be best for your project’s budget, length, audience and goals. 

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written by GKA
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If you’re in the healthcare market research sector you’ll understand more than most the crucial role medical market research plays in developing, designing and branding new healthcare products. 

You will often have defined the methodology well before reaching out to a fieldwork partner to recruit hard-to-reach respondents but it’s always helpful to know the specific market research methods available, and which will be best for your project’s budget, length, audience and goals. 

In this article, we’ll be sharing four of the best healthcare market research methods, why they’re useful, and how we at GKA are here to help. 

1. Online focus groups

Rise above the restrictions of traditional healthcare research

Focus groups are a great way of sourcing first-hand data in an efficient, collaborative way. And while in-person meet-ups can be costly and difficult to organise — especially with nationwide HCPs, or patients with certain conditions — digital focus groups alleviate physical barriers, so you get the most insightful sample for your client. 

It also represents an opportunity to conduct your research safely where there are other limiting factors, such as the recent Coronavirus and associated restrictions on physical proximity. 

This approach removes the geographical limitations of face-to-face meetings, saves money by eliminating travel and venue costs, and offers respondents a speedy way to communicate. This is especially ideal for reviewing a wide variety of patient experiences, who might not be able to meet in-person.

Spreading recruitment across the country, rather than concentrating it in major population centres, opens up fresh perspectives from HCPs and patients who might otherwise struggle to have their voices heard due to geographical constraints. Overall, it has the potential to give a more representative sample.

2. Medical focus groups

Expert discussion, for unparalleled insight

Sometimes, despite the benefits listed above, you need to get all the participants in a room together. Whilst that’s not been possible for much of 2020 due to the impact of COVID-19, the advantages of face-to-face research are here to stay. Talking to experts in the field, researchers can hold credible discussions and enlightening debates. The problem is, sourcing the right type of HCPs can sometimes be tricky — and getting them in one room can be a challenge.

At GKA, we have a panel of over 15,000 healthcare professionals and a robust recruitment system that can find highly specialised respondents for your focus groups. We can also handle the logistics, provide expert moderation, and deliver a report that summarises your research all in one efficient and affordable service.

3. Online medical surveys

No sample too specialised

Online surveys have passed the test of time — and for good reason, too. They’re one of the best methods of sourcing wide-reaching qualitative and quantitative data, if you get the right respondents.

GKA provides access to thousands of verified healthcare professionals and patients, ensuring a high response rate via bespoke recruitment and dedicated respondent assistance. 

4. Market research online communities (MROCs)

Connect with the next generation of HCPs

Looking to explore the future of healthcare? Then you need to connect authentically with junior doctors — and you’ll need digital research methods to do so. 

Taking your research online, you can speak the same language as future leaders. And by bringing them together in a social space, you can see for yourself what really matters to them. 

Web or app-based group discussions, creative tasks, journal assignments and, of course, multimedia uploads are all available. Check out GKA’s Market Research Online Communities service to get ahead of the curve today.

Research success relies on the right method and the right respondents

Medical market research is an essential step in developing a new healthcare product. Why not work with the experts at GKA to get it right?