HCP Treatment Decision-Making Research
Healthcare providers (HCP) treatment decision-making research, sometimes called “buying process” or “barriers-and-drivers” studies, provide client teams with a foundational understanding of HCPs’ preferences and reasoning process in selecting specific treatments in a designated therapeutic category.
Our approach to HCP treatment decision-making studies typically involves 2 study phases. Each phase involves 1-on-1 qualitative interviews with the relevant HCP.
Phase 1 involves eliciting HCPs’ cultural / conceptual models of diagnosis and treatment decision-making.
From these findings, we generate treatment decision-making maps, which we present to HCPs for feedback and refinement in phase 2 research.
We believe that our background in psychological / cultural anthropology heightens our ability to elicit and identify the organization of the shared conceptual models underlying HCPs’ decision-making.
As part of the second of the phase, we determine the relative frequency of decision-making branches in the treatment maps.
HCPs also react to a product profile (TPP) and, using the treatment map, indicate where and how frequently they would prescribe the product.
We conduct these HCP treatment decision-making studies at a significantly lower cost than our competitors at large market research companies.