Regional employer healthcare network mapping
Challenge:Edelman Berland was commissioned to generate directional insights that would help to guide the improvement of communication processes between a research-based pharmaceutical company and their target customers (health insurance plan medical directors and administrators).
Specifically, this research was designed to:
- Gauge awareness and perception of the client’s current communications structure
- Determine key client terminology and language preferences
- Gauge consumers’ response towards potential terminology and language sequences to determine the optimal communications structure
As such, we designed this research to develop a lexicon of client terminology and language preferences, so that the client can add value to their corporate relationships with improved communication techniques and procedures.
Research:Based on these objectives, we developed a research program consisting of three (3) elements:
- 12-15 in-depth interviews to map the health care decision-making process,
- 12-15 in-depth interviews to verify hypotheses regarding key influencers, and
- An in-depth analysis and creation of a map/lexicon of how health care decisions are made.
Insight:This research allowed us to determine how target consumers view the client’s present client-communication structure. We were also able to test potential messaging and communication strategies that demonstrate the client’s fundamental understanding of communication preferences when it comes to key issues such as: withdrawals from the market, label changes, and direct-to-consumer communications.
Action:Subsequently, target audience feedback provided us with the framework for generating a “message map” outlining the preferred concepts, themes, terms and phrases plan administrators employ and prefer when it comes to communications from the client.