Point-of-Care Marketing Research

Third-Party Research

SMI works with world-class researchers to provide clients with data that measures the influence their campaigns had on the purchasing and lifestyle habits of the exposed patients and consumers.

Research data includes:

  • Verified demographic information on the patients and consumers exposed to their campaign
  • On-site interviews with the exposed patients and consumers measuring advertisement recall and feedback on specific topics relating to the campaign
  • Monthly verification of active waiting rooms

SMI also works with IMS Health to provide pharmaceutical companies with detailed information about the effectives of their campaigns on the prescribing habits of the exposed physicians.

Statistical Studies:

  • IMS uses ANCOVA to measure the statistical significance of the difference between the post-campaign prescribing habits of the physicians from the test group and the physicians from the control group.
  • “Z-tests” are performed to determine the effectiveness of clients’ campaigns on interest in products and physician penetration.

Statistics

According to a 2004 report conducted by the Food & Drug Administration (FDA):

  • 86% of physicians recall a patient asking them about a specific product or brand, and 88% of those physicians reported the patients had the illness/condition that the drug treated
  • 73% of physicians reported that they use patient education materials when they tell a patient that they need to make a significant lifestyle change
  • 72% of physicians feel that DTC advertising increases awareness about new treatments and reminds their patients to adhere to their physicians instructions

According to a 2003 survey conducted by the ISMP (Institute for Safe Medication Practices):

  • One in four healthcare professionals reported having no written information to refer to when verbally explaining a specific medication to their patients
  • 72% of healthcare professionals reported that the lack of written materials was the biggest barrier they faced when educating someone about a new prescription or providing other important health and lifestyle information