Ipsos Health - Real Life Assessment

We believe that there are no ‘average’ patients in the healthcare system and that physicians don’t think in terms of ‘typical’ patients, therefore any research design should mirror this. At Ipsos Health, we have both qualitative and quantitative techniques for simulating an environment as close to real life as possible for the collection of data.

For instance, in qualitative research, we often use a Patient Profiler approach. Using clinical trial data or key product indication data we work with our clients to generate up to 5 patient scenarios for physicians to react to. They can then be asked their current treatment approach, concerns about issues such as adherence and their potential treatment approach in second line therapy or in the event of a new entrant to the market place. In quantitative research we would typically use a patient record audit to generate the patient scenarios.

We believe that observation of what takes place is more insightful than asking respondents for their perception of what took place. We therefore use a number of innovative qualitative techniques to explore the relationship between patient and physician, for instance:

• Simulated consultation
• Product demonstration
• Question management
• Approaching issues such as adherence