Health & Pharmaceuticals

Ipsos Health Practice:

Ipsos Marketing, Ipsos Health Division is a worldwide specialisation that focuses on understanding the motivations, experiences, interactions and influences of the multiple stakeholders who impact the success of a product within the pharmaceutical industry.

Our work focuses on:

• Providing a holistic view across all stakeholders who play a role in the customer landscape (from patients and caregivers to physicians and pharmacists, or politicians and reimbursement decision makers)
• Combining in depth knowledge of different healthcare systems and policy issues to provide the context for the interpretation of research outcomes
• Designing specialist approaches to address business issues and adapting to changes in the market environment
• Market understanding, market access, product evaluation and positioning, U&A, forecasting and brand optimization research – both qualitative and quantitative research

We provide our clients with strategic direction in response to their business issues and a roadmap for tactical action planning. These are developed through our deep understanding of the pharmaceutical industry and its market dynamics. We like to present solutions to our clients in interactive forums or workshops at the end of a piece of research, as we believe this brings the research outputs closer to the end-users in order to make effective business decisions.  We are equipped and enthusiastic to provide this consultation beyond just reporting research results.

Our approach: 

Our research approach is developed from an integrated framework of thinking, which focuses on the interaction of the multiple customer groups pharmaceutical companies have to focus on. We utilise a framework of thinking rather than limiting ourselves to an off-the-shelf product. We use modular approaches, rather than branded solutions to a business issue, as we believe that every product and every therapy area has its unique challenges that cannot be force-fit into a single-solution approach.

We believe in:

• A framework of thinking for key business issues, which enables both global consistency and at the same time local tailoring to individual market conditions
• Providing respondents with realistic prescribing scenarios to react to, rather than relying on claimed behaviour
• Assessing issues from multiple view points, for instance, establishing the emotional, behavioural and environmental factors impacting behaviour, in addition to the rational
• Using non-verbal data capture, such as ethnography and patient illustrations to enrich and deepen quantitative data

Across markets, we have in-house, healthcare specialised moderators for qualitative research who understand how to conduct deep analysis in a single market and how to scale this across numerous markets

We have pharmaceutical experts in over 30 countries, yet we are organised globally as one Ipsos Health research team. We share best practice and market knowledge through our monthly Network of Innovation and Excellence (NEXI) meetings and we are linked together through our global knowledge centre.