ARL-People
Physicans


ARL offers a range of research methodologies targeting physicians including qualitative and quantitative. Our methods include:

Group discussions
Creative workshops
Phone Interviews
Face-to-face interviews

We are specifically interested in helping clients identify ways of changing physicians' behaviour. Our work includes:


POSITIONING
In promoting your treatment to physicians, there's two losses to avoid. First, the obvious one: if you promote too narrowly, you could lose prescriptions for other patient groups who'd benefit from your treatment. But second, if you promote your technology for too broad a mix of patients, you risk physicians thinking of the patients in that population for whom competitor treatments are more appropriate, so they miss the message about the patient groups for whom your treatment is best.

We offer business-savvy research which recognises the costs and benefits of the alternative strategies and looks for the optimal balance. We aim to identify *all* the patients for whom physicians could be persuaded your treatment will work.

And we don't neglect the alternative ways you might achieve that. For example, in some cases, going on about the science won't get you any traction. But you might get a strong response by emphasising the emotive benefits from the point of view of physicians or patients.


CRYSTALLISING DATA INTO MESSAGES
Many products are backed by mountains of data. As a result, there's a danger that some really good messages could get lost. We'll look for the strongest messages your data can support that'll get clinicians and payers behind your product.

We'll also seek out the "hidden gems" in your clinical data. We can identify distinctive and powerful ways to use your data to drive home your key messages and build confidence among clinicians.


TAILORING MESSAGES TO INDIVIDUALS' BELIEFS
And then there's the question of changing doctors behaviour. Not always straightforward!

Sometimes the issue is that messages are broadcast when they need to be personalised. We can help you get clear about the *variety* of beliefs and behaviours exhibited by physicians. We can empower marketing teams and local reps with a tool for understanding how different individuals may approach your new product with different prior mindsets and behaviours. This analytical tool will be accompanied by a "toolbox" of alternative messages, each with appropriate supporting evidence.

As a result, marketers or local reps can deliver messages which are tailored to the specific beliefs and behaviours which may be exhibited by different clinicians.


MAKING MESSAGES STICK
We'll help you work out how to make your message stick.

In a crowded marketplace, the issue might not be what to say, but how to make it stick in people's minds. The problem is, your rep might deliver a great story. The physician might like it. But before they see one of your target patients, they see half a dozen other reps pitching treatments in the same therapeutic area.

Now they see one of your target patients. What to prescribe? They should remember, but they don't. So they revert to the same treatment pathway. The problem is not that your rep didn't persuade them. They just don't clearly remember which types of patient your treatment was right for.

We'll help you identify a way of conveying your message so it sticks in their mind.


IDENTIFYING NETWORKS OF INFLUENCE
We can also help you identify networks of influence that haven't always been recognised in the traditional KOL models. Opinion leaders aren't always those who publish the most papers. Some get known and respected through other channels. Some influencers have a low profile on the national/international stage. Many doctors are influenced by local groups and networks that aren't given due weight in the traditional KOL model.

We can help you identify and understand "alternative" opinion leaders who can magnify the impact of your KOL work, and who are often easier to reach and work with than the traditional KOLs.
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ARL, 48 Echline Drive, Edinburgh EH30 9UY, UK      Tel: +44 (0)131 331 1199  Fax: +44 (0)131 331 3994
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