For one of the global leaders in the medical device industry, our team conducted a two-stage study on the digitization of sales representatives’ interactions with healthcare professionals (HCPs), including laboratory and department heads in selected medical specialties. The goal of the project was to gain a deeper understanding of the readiness for and level of acceptance of remote forms of collaboration in Poland and Slovakia.
Key Research Topics
- Healthcare Professionals' Readiness to Increase Remote Interactions – An Analysis of Openness to Digital Communication Tools.
- Characteristics of interactions between sales representatives and HCPs—identifying the most effective models of collaboration.
- Areas of remote collaboration and preferred communication channels—an overview of the topics and tools for which HCPs are willing to collaborate remotely.
Project Objectives
The client commissioned PMR to conduct a study to understand healthcare professionals’ perspectives on the digitization of interactions, the use of remote channels in various areas of collaboration, and their preferences regarding modern, technologically advanced communication solutions. The main objective of the project was to assess the readiness and level of acceptance for digitizing interactions between medical device representatives and HCPs in Poland and Slovakia.
Project Details
The study was conducted using a mixed-methods approach, which made it possible to obtain comprehensive and reliable data.
Phase 1 – Qualitative Research
The exploratory phase, which provided a better understanding of the respondents’ perspectives and enabled the development of preliminary hypotheses. The results of this phase made it possible to tailor the research tools to the specific characteristics of the market.
Stage 2 – Quantitative Study
Verification of hypotheses based on a representative sample of over 500 respondents, taking into account various medical specialties, years of experience, job titles, and types of medical facilities. The study utilized both the CAWI (online survey) and CATI (telephone interview) methods to reach a broad audience and accommodate their individual preferences.
Project Results
PMR provided the client with comprehensive, content-rich reports in three versions:
- Summary of results for both countries
- Segmentation of respondents by key criteria
- Remote Work Acceptance Index
- A Detailed Description of the Preferences and Factors Influencing the Perception of Remote Collaboration Among Representatives of the Public and Private Healthcare Sectors
The combination of quantitative and qualitative methods enabled an in-depth analysis of the respondents’ attitudes and expectations, which translates into high-quality recommendations for the client
What benefits did our client gain?
The PMR project enabled a global medical equipment manufacturer to:
- A better understanding of HCPs' needs and expectations regarding the digitization of interactions
- Developing effective strategies for communication and collaboration with key business partners
- Implementation of innovative technological solutions that enhance the effectiveness of sales activities
- Building a Competitive Advantage by Adapting the Offering to the Realities of the Digital Healthcare Market
Summary
The PMR study provides a solid foundation for making business decisions regarding the digitization of interactions in the healthcare industry. Thanks to a comprehensive analysis and practical recommendations, the client gained the tools to build long-term, valuable relationships with healthcare professionals and to increase the effectiveness of its marketing and sales efforts.
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