HCP Needs Assessment

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Medical Education Needs Assessment: Cardiovascular Topic

Background:

 

This multinational pharmaceutical company provides grants for professional medical education. The company requisitioned incisive HCP* research to uncover changing treatment paradigms and associated educational needs in a fast-changing, cutting-edge cardiovascular treatment area.

Key challenges:

 

 

  • To understand specific needs and preferences across a range of HCP specialties.

  • To maintain the company’s solid firewall between its Medical Science and Marketing arms; research conducted to uncover educational needs in support of educational grant proposals must clearly be differentiated from marketing- & sales-oriented research activities.

Objectives:

 

  • To explore current med ed needs across multiple specialties: PCPs, Nurse Practitioners, Emergency Room Specialists, Hospitalists, and Specialties X, Y & Z.

 

  • To understand motivators for ongoing med ed, preferences for educational activity types, specific content needs, and trusted educational sources; to identify best practices.

 

Two-Phase Methodology design:

 

Qualitative: I conducted 59 depth interviews across the 7 HCP specialties. To increase team engagement, the first 6 interviews were conducted in-person in a qualitative research facility in a market local to the client company. The remaining interviews were conducted via telephone to achieve broad dispersion of geographies and practice types.

Quantitative: Online follow-on phase to validate national generalizability of qualitative findings.

 

Medical Education Needs Assessment: Cardiovascular Topic

Key Strategic Implications:

 

This multinational pharmaceutical company provides grants for professional medical education. The company requisitioned incisive HCP* research to uncover changing treatment paradigms and associated educational needs in a fast-changing, cutting-edge cardiovascular treatment area.

This research showed overarching commonalities based on each HCP’s patient interactions. This finding challenged the conventional approach that each HCP specialty has distinct, often divergent educational needs around this condition.

As such, the researchers suggested leveraging overlapping roles by customizing educational grants to roles performed by each specialty (e.g., patient-centric/hands-on, consultative) – a departure from prior, specialty-specific educational efforts.

As a result, the organization can fund fewer, richer educational efforts, recognizing that each individual effort can be applied across multiple specialties. Further, participants benefit from cross-specialty interactions and perspectives.

 

Outcome: The organization developed grant-making guidelines based on the strategic research implications. The guidelines have ensured the most effective educational approaches are funded to reinforce HCP’s understanding and use of cutting-edge treatment approaches.

Maestra Services Market Research Consultancy ı 513.484.0746 ı shari@maestraservices.com

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Maestra Services

Market Research Consultancy

Point in Condition Patient

Care Continuum

Condition event/symptoms

Initiation of acute treatment

outside of hospital setting

 

Initiation of acute treatment in ER/

 Discharge from ER

 

 

 

Treatment upon admission

as hospital inpatient

 

Ongoing care of ICU/CCU patients

 

 

 

        Treatment after ICU/CCU

 

Ongoing care of hospital inpatients

 

 

 

Discharge from hospital

 

 

 

Management following discharge

from ER or hospital

Specialties In Key Role

 

The closer the role is to direct patient interaction, the higher the need for practical information with real-world application, e.g. treatment guidelines.

 

PCPs

Specialty X

All these: Need treatment guidelines, algorithms, safety & side effects, DDIs.

Hospitalists

PCPs

NPs/PAs

Need Hand-On Application Info

Fluid ı Creative ı Precise

KOLs

Specialty Y: Need to understand scientific and theoretical principles behind treatment approaches

Specialty Z: Need to understand scientific principles as they relate to condition

 

Need Theoretical Foundation