New methods

In addition to traditional qualitative and quantitative survey methods, IMIG offers fine-tuned and new research methods. We would be happy to provide you with more detailed information about these approaches in person, by phone or by e-mail.

• Workshops on visit strategies and detailing materials

  This method can be used for new product launches or product relaunches. It allows clients to test and adapt the layout and contents of the detailing materials used by pharmaceutical company representatives in their visits to physicians. In the workshops, the materials are tested for how well they address the target group and how well they communicate product information. This allows representatives to match individual pieces of information and talking points to the information needs of the target group early on (physicians, pharmacists, opinion leaders, etc.).

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• Product war games (“pros and cons”)

  The advantage that this method offers is that it establishes a realistic, comprehendible decision-making process for the target group (physicians and pharmacists) through “simulated competition.” Two product teams (pharmaceutical reps) present the advantages (pros) and then the disadvantages (cons) of products A and B. The reception of the individual product attributes is then studied qualitatively on both a spontaneous and prompted basis in focus groups and/or individual interviews. This method is particularly well suited for new product launches of a company’s own product or competitor’s product as well as for relaunches since it tests how the target group receives (new) arguments for a product in comparison with the competition.
  We applied this method successfully in numerous projects in the last years.

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• Training visits for pharmaceutical reps – with physician feedback

  After new or revised detailing materials have been developed and rolled out, pharmaceutical reps are trained in their messages and contents by way of video-taped live visits with physicians. Immediately following each visit between a physician and a representative, the physician is asked about the content and quality of the visit. This method gives the pharmaceutical rep and the entire regional outside sales team direct feedback on the physician visit. With this information, pharmaceutical reps can practice using the detailing materials and improve their own visit content.

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• Workshop on prices

  The aim of this method is to study the current and future price sensitivity of the target group (physicians) with respect to the selected indications. This method provides a means of developing appropriate arguments that outside sales staff can then use effectively and appropriately. During the workshop, the target group itself develops the arguments they would use with respect to the pricing of a particular drug.

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• Patient–product workshop (DTC marketing)

  Direct-to-consumer (DTC) marketing will become increasingly important in the future. Patients want more comprehensive information. Chronically ill patients want to know how they can optimize their therapy. And patients are increasingly willing to pay for information and product services. Patient-product workshops offer pharmaceutical manufacturers an opportunity to effectively study the coherence and acceptance of the patient services they have planned (relationship marketing, RM). Patient-product workshops are aimed at making it easier (or even possible) for pharmaceutical suppliers to implement direct-to-patient concepts. All such workshops comply with the regulations prescribed under the German law on pharmaceuticals marketing.

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