Capturing the actual lived experience of customers is always a challenge, in part because the very act of observing behavior can change it. Healogix’ Memorable Moments™ methodology harnesses the power of mobile ethnography to more accurately capture experiences, thoughts, feelings and behaviors. Respondents use the features of their smartphone to share videos, pictures, texts or screen captures of their experience. We’ve successfully implemented Memorable Moments studies to achieve diverse objectives including:
- patient and caregiver accounts of their illness journey
- physician “deep-dives” to explore and illustrate cross-segment differences
- dentists streaming their out-of-the-box reactions to a new device
Memorable Moments is flexible, engaging, and provides a wealth of text and images that can be leveraged by marketing and creative teams.
Click Here to learn more about Memorable Moments from this video
Find out more about Individualized Oncology and Market Research
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Learn more about consumer research for an Rx-to-OTC switch from Jen Stewart, VP
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Jen joined us in 2018 and brings some great
innovative thinking from her consumer and
Q. Innovation has been a key topic in our space – what challenges have you faced while implementing new ideas in the Pharma space?
A. The majority of my 20+ year career has been in consumer research and OTC healthcare. The consumer side of the business tends to be early adopters of new innovations compared to the healthcare side, primarily due to less restrictions and regulations. With that said, it takes some ingenuity as well as trial and error to cross-pollinate those techniques but it can lead to deeper level insights that further drive strategy and shape future business decisions. Once the application is sound, then you need a client who trusts you, believes in innovation and is willing to try something new!
Q. What is typically your favorite part of any research project?
A. My favorite part of most research projects is sharing results back with the team, particularly hearing different people’s perspectives on the findings and how it fits into the bigger picture. My goal is to be an extension of the client’s internal team…as the more I know about the initiative overall, the better equipped I am to design the “right” research and deliver the most impactful insights. This industry is built on personal relationships and I am privileged to work with some of its best and brightest!
Q. You’ve worked quite extensively on Cialis – describe what you liked most about working on that brand
A. I was extremely honored to be chosen to lead 35+ Cialis research studies over the course of a four-year period for the Sanofi team. From the very first opportunity assessment study, it was a fascinating journey of discovery, with many unexpected insights along the way. But, insights aside, what I walked away with was a deep appreciation for qualitative research. My area of focus is primarily quant, but listening to men and women speak freely about the impact of erectile dysfunction on their physical, emotional, and social well-being instilled in me the power and importance of the patient’s voice. Working on Cialis set me on a course to move from consumer to pharmaceutical research!
Q. We all know how demanding a career in Pharma Market Research is – what secrets do you employ to create a healthy work/life balance?
A. Over the years, I certainly have seen more blurring of the lines between my professional and personal lives. While this is true, I have also seen MR companies become more flexible with their employees in terms of work from home, flex time, etc. It’s not really about balance, per se, as that implies equal parts but it’s more about where you put more focus and energy during different periods of time. I can be slammed for a few weeks working on a report but I also carve out time for the gym as I’m actually much more productive in all facets of my life when I can exercise. Having a schedule and specific tasks/goals for each day helps me accomplish both what I need and want to do.
Q. You’ve been with us for just under one year – what three words would best describe Healogix?
A. Knowledgeable, Collaborative, Passionate
We are very excited to announce our first Healogix Podcast from Drew Cutler and Michael Galvin.
To read, click here