Healthcare & pharma
A health-network positioning statement, a pharmaceutical launch, and a healthcare technology brand story raise different questions. Russell studies what the people receiving the communication understand, believe, and find relevant.
In a published Russell launch study, patients evaluated concepts in a three-day online forum while healthcare professionals took part in individual virtual interviews. Both groups reviewed the communication, using different formats.
Who to include
Define the experience with the condition, service, or healthcare choice that participants need to discuss. Establish whether the study needs current users, people considering an option, or both.
What the research needs to explain
Which words and ideas are understood? What concerns and personal experiences shape the response? Give participants room to describe the issue in their own terms before asking them to evaluate a message.
Who to include
Specify the relevant specialty, role, and practice or training stage. A study with prescribers, nurses, clinical investigators, or residents may require different recruiting criteria and interview formats.
What the research needs to explain
What does the communication mean in a professional context? Examine clarity, credibility, and relevance. Agree a format and schedule that participants can realistically accommodate.
Who to include
Define the service area and the familiarity with a network or institution the study requires. Keep community perceptions distinguishable from experiences of receiving care.
What the research needs to explain
How is the organization understood, and which positioning is believable and relevant locally? Test the wording people encounter and explore what they think it promises.
These four engagements cover a health network, a pharmaceutical launch, oncology communications, and a healthcare data company. Each describes the audience, research approach, and decision that followed.
Monadic testing and text highlighting showed which parts of three positioning statements were strongest.
Read the case studyConsumer forums and professional interviews narrowed four launch approaches to one, followed by quantitative validation.
Read the case studyThree stages of qualitative and quantitative research compared concepts with oncology professionals and advocates in five countries.
Read the case studyA sequential monadic test compared three brand-story directions and measured how each affected perceptions of the company.
Read the case studyTell us the communication or positioning decision, the audience, the markets, and when the findings are needed. Include any materials available to test and the qualifications participants must meet.
Discuss Your Healthcare Study