kaplanresearch

CAPABILITIES AND INNOVATIONS

Experience Matters

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OVERVIEWWhy choose KaplanResearch?

KaplanResearch, Inc.Qualitative and Quantitative ServicesInnovations and specialties

Telephone Focus Groups 10+100 ReCAP

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Why ChooseKaplanResearch?

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KaplanResearch, Inc. Experienced, creative researchers

Understand the healthcare landscape

Tried and true qualitative and quantitativemethodologies

Innovations, like ReCAP and 10+100, designed to meet our clients’ specific needs

Expertise with small start-ups and multinational companies

The flexibility, individual attention, and good value that only a small company can provide

Marketing perspectives, gained from working on the client side and as external consultants

The advantages of a full-service organization

In business since 1992

We don’t justreport information.

We help you decidewhat to do with it –

Because Experience Matters

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KaplanResearch, Inc.Clients include:

Global pharmaceutical companies

Device manufacturers

Biotechs and startups

Service suppliers

Hospitals and hospital groups

Physician groups

Community organizations

Advertising agencies

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QualitativeServices

Focus Groups In-person and telephone Triads and mini-groups

In-depth Interviews In-person and telephone Key opinion leader interviews Managed care decision-makers

Webcam research and other internet-based methods

Clear, to-the-point reporting Conclusions based on the research With a marketing perspective Actionable recommendations

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QuantitativeServices

Types of Studies & Techniques Attitude and Usage Concept Development and Testing Conjoint Analysis/Choice Modeling Gap Analysis Market Segmentation Market Sizing Pricing Research

Methods Most studies conducted online (CAWI) Maximizes respondent

participation/convenience Facilitates presentation of visual stimuli Other methods: telephone,

in-person, mixed, employed as needed

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Innovations andUnique Expertise

Telephone Focus Groups | ReCAP | 10+100

Telephone Focus

Groups?

Experience Matters Conducting a telephone focus group is a complex

task KaplanResearch moderators have been doing it

for the healthcare/pharmaceutical industry >20 years

Benefits include Better physician sample Geographical distribution in every group Eliminates sponsor travel Saves time and money Respondents forced to be more articulate Sponsor can join the group to ask a question or

probe an issue more deeply. Direct, real-time communication between sponsor

and moderator

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ReCap

Grew out of our telephone expertise

Created for a global pharma company that needed to know how new “upgrade” message was being delivered by the sales force – as well as how it was being received.

Tests how messages are being delivered, andhow they are being heard (or not being heard)

NOT a technique to test reps

Allows sales and marketing hear – together – what customers/prospects are saying when a company rep is not around

Current utilization

Typically as a series, with one group per sales region Before, after, and during product launches After new sales materials/ad campaigns are implemented Before and after major sales training/meeting/event

Imagine a focus group within a

focus group

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ReCap | Imagine a focus group within a focus group

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30-minute teleconferences, each with 8-10 field reps to discuss recent sales calls, challenges and successes. Establishes a frame of reference for listening to the physicians.

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HQ team has heard it all, and can join reps for the ReCAP

60-75 minute telephone focus groups with MDs. Reps in “listen only” mode, hear MDs discuss the product and class, its position in the market, and the competition.

Reps return for a “ReCAP,” to discuss what they heard and the implications for their selling strategy. Reps share their ideas about fine-tuning the marketing strategy.

Created for our start-up clients – who are always short on time and money, but long on research needs

Compressed timeline gains key market research insights quickly

5 - 6 weeks from kick-off through results presentation

Solid qual/quant research design 10 depth qualitative interviews 100 online quantitative interviews Single market segment Domestic US (and Canada)

10+100

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10+

100:

Fas

t T

imel

ine

Week 1 2 3 4 5 6

PHASE 1 QUALITATIVE

Determine Screening Criteria

Develop Discussion Guide

Recruit Respondents

Conduct Research

Analysis & Report

PHASE 2 QUANTITATIVE

Draft Survey

Programming & Pre-test

Field Survey

Coding & Data Processing

Analysis & Report

Researchers shadow each other to be ahead of the curve Quantitative phase begins early Researchers incorporate learnings along the way

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WHY CHOOSE KAPLANRESEARCH?

Expertise that comes with decades of conducting health care research

A broad understanding of the healthcare landscape

Experience in aesthetics A small, but full-service company

providing outstanding client service by seasoned professionals

Clear, to-the-point reports and analysis A marketing perspective Actionable recommendations

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Closing

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