Advanced analytics

Synovate Healthcare applies many different multivariate techniques to solve unique marketing problems, utilising our advanced methods group.

The advanced healthcare research we conduct includes:

• Modelling patient flow
• Estimating treated incidence of a disease
• Measuring the impact of a unique promotion
• Determining the growth curve of a new brand
• Understanding the differences between high and low product adopters
• Applying simulated test markets to evaluate DTC ad impact of DTC ads

Please contact us for more information.

Branding and communications

Synovate Healthcare's branding and communications unit specialises in developing Pharmaceutical brands and how to communicate key messages. We do this through the application of a wide range of projective techniques and brand equity tracking utilising our consumer research heritage.

This unit provides creative and intelligent research solutions, and offers insightful and actionable recommendations at all stages of brand development.

Please contact us for more information.

Concept development

Synovate has put in place a concept testing system with many of the nation's top 100 advertisers. This program is designed to:

• Determine levels of consumer purchase interest in each concept
• Provide guidance on enhancing concept persuasiveness by pinpointing elements that excite interest or create barriers to trial/use;
• Profile audiences most receptive to the concept
• Estimate Maximum Volume Potential (MVP), a standard deliverable on Synovate concept tests. MVP identifies concepts with the most promising market potential;
• Estimate Year 1 sales volume using Synovate's proprietary simulated test market, MarkeTest (optional)

Normative data is available to benchmark concept performance.

Our concept screening procedure helps identify winning ideas, provides insights to the ad agencies on how to tweak the concepts and provides market potential of each.

Please contact us for more information.

Conference research

Healthcare conferences provide the ideal environment for the healthcare industry to exchange ideas with physicians. For over 20 years Synovate Healthcare's specialist team has fulfilled clients' conference market research needs. Our dedicated Conference research team attend the major medical symposia annually including large international events, specialised meetings and company sponsored events.

The Synovate Healthcare conference research team can tailor a research project to meet your business needs.

Download conference calendar for 2008 (PDF, 384 Kb)

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Detail Follow Up

Detail Follow Up (DFU) research provides invaluable feedback about the effect of representative sales calls on customers. You can learn the recall of target and competitor visits, spontaneous and prompted awareness of key messages and impact on behaviour.

Synovate Healthcare offers a range of DFU methodologies, including ViewsCast™ a new automated approach to data collection.

We also regularly interview representatives in tandem with doctors to assess their own experiences.

Please contact us for more information.

Key opinion leader research

Opinion leader research is a powerful way of assessing three main areas of healthcare market research:

• How and why opinion leaders see a market being shaped
• Where and why they see a market or process evolving
• What developments they feel might enhance or derail the evolution process

We use specialised and non-standard research techniques to constantly enhance this vital component of product market research planning.

We can show you how quality opinion leader research has influenced the development of products in the pipeline.

Please contact us for more information.

Market landscaping

Market landscaping is exploratory primary research. It provides an overview of a given therapy area in terms of current attitudes and practices, the extent of competition and new opportunities.

It is usually qualitative in nature, and carried out via depth interviews or focus groups.

The main areas for exploration are incidence, diagnosis, management, level of satisfaction and unmet needs.

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Omnibus research

Synovate Healthcare Omnibus offers fast turnaround cost effective research access to a wide range of Primary Care Physicians and hospital specialists in all key markets.

Download omnibus calendar for 2008 (PDF, 600 Kb)

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DTC/Patient research

Pharmaceutical companies are increasingly trying to reach consumers/patients direct through broadcast, print, the internet and other media. We help understand the impact of such spending.

We aim to improve ROI for Direct To Consumer (DTC) marketing by pinpointing the best targets and identifying the most effective messages. We offer a variety of data collection methods including pre-screened, low incidence condition sufferers (available for cost efficient research) and various specialised proprietary approaches such as BrandVision (continuous ad tracking) and AdCheck (the world's most sophisticated advertising pre-testing methodology).

Our experience and expertise spans a large number of therapeutic areas such as:

• Allergies
• Pain
• Mood disorders
• Erectile dysfunction
• Diabetes
• Osteoporosis
• Women's and men's health
• Overactive bladder

Please contact us for more information.

Pricing research

Pricing is a critical decision when planning a new product launch. Although the final pricing decision usually occurs at an advanced stage, the supporting research must begin early.

Synovate Healthcare will meticulously review your objectives and requirements before selecting the most effective technique from the pricing research methodologies in our toolbox.

Please contact us for more information.

Qualitative

At the core of successful marketing and promotional campaign strategies, you'll often find a well-timed qualitative research project.

Our team of highly trained qualitative specialists uses innovative techniques during interviewing/moderating to probe deeply held motivations, attitudes and beliefs that often play a larger role in market choices than the rational explanations initially provided by respondents.

Our advanced understanding of qualitative methods allows us to utilise innovative study design, moderating techniques, and analysis, tying research findings to your business objectives.

Our creativity is targeted to provide the insight that sophisticated competitive marketing now demands.

Please contact us for more information.

Segmentation research

A successful product promotion will communicate a meaningful message that motivates your customer to take action.

When it comes to patient treatments, different doctors have different values and needs.

It's seldom possible to develop a single message that convinces all doctors to use your product.

Segmentation research identifies how many different doctor groups or segments exist.

You're able to characterise each group, and develop a variety of messages each group can relate to.

Synovate Healthcare offers a range of tools for specific objectives. These include Benefit Segmentation, Attitudinal Segmentation, Product Segmentation among other techniques.

Please contact us for more information.

Tracking research

At Synovate we have considerable experience with tracking, both post-launch and continuous.

We use a range of methodologies including telephone, internet and our innovative proprietary ViewsCast™ (Interactive Voice Response) service.

Our trackers measure a number of key performance metrics which provide an ongoing assessment of brand equity development.

We also employ new product adoption models, which include awareness, usage, patient types, likely future prescribing trends and brand perceptions versus the competitive set.

Please contact us for more information.

Conjoint analysis and choice models

Can you justify the cost of continuing to develop a new compound? We can answer that fundamental question.

You'll also want to know how sensitive your target (or most likely) profile is to any surprises that might emerge from clinical trials.

Choice models determine the market potential for a compound in development.

You also learn how the use of that product can be expected to change if the profile changes. And which profile changes have the greatest potential to improve or hurt that use.

Best of all, once you have completed a choice (or conjoint) study, you get a Market Simulator that continues to evaluate the potential use of your compound when new profile or market data becomes available.

We're ready to show you which choice (or conjoint) model will best meet your needs.

Please contact us for more information.