Pharmaceuticals – Research-Based Pharmaceutical Company

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:

  1. 12-15 in-depth interviews to map the health care decision-making process,
  2. 12-15 in-depth interviews to verify hypotheses regarding key influencers, and
  3. 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.