Presentation Abstract

As today’s physicians continue to adopt smartphones for greater real-time access to medical information, personal emails, and more, a ground-breaking opportunity has taken shape. Smartphones allow market researchers to capture “moments of truth” about physicians’ prescribing decisions in a way that was never before possible. The industry can leverage mobile research to meet its need for actionable and timely insights – but to date, the “buzz” around these devices has not been supported by clear, reliable data on health care professionals and consumers’ response to this technology and the tips and traps of using it as an effective market research tool.

Using insights from a case study with oncologists as well as other examples from outside the industry, we will draw must-know conclusions for market researchers about the emerging role of mobile market research: 

• Mobile devices offer new solutions, but integration with traditional approaches must also be acknowledged;
• The intimacy and immediacy of mobile creates new demands that marketers and researchers must heed;
• Knowing when and where mobile research is appropriate and how to tell a cohesive story with its results will define a successful outcome. 

Speaker Biography

Joanne French brings over 15 years of a healthcare research to Knowledge Networks’ pharmaceutical and healthcare practice. Joanne has conducted hundreds of qualitative and quantitative research studies among physicians, patients and payors. She has deep therapeutic expertise in metabolic, cardiovascular, central nervous system and autoimmune diseases. Her research experience includes both US and global custom research with particular emphasis on segmentation, positioning and message optimization. Joanne advises clients on strategic and tactical strategies to optimize brand health and reach with consumers, payors and health care professionals. Her client work includes many top ten pharmaceutical companies as well as large biotech firms. Prior to Knowledge Networks, Joanne held a variety of positions with GfK Market Measures, PSL Research and Harris Interactive. She also headed up her own consulting practice where she advised custom research clients on custom projects, sales strategies and best practices in the areas of physician and payor research. Joanne holds a Bachelor of Science from Rochester Institute of Technology. She is also a RIVA trained moderator and proud member of the PMRG and HBA.