Objective 1
Understand whether physicians believe that there are meaningful differences between diagnostic brands
Use CaseDecision Drivers
Understanding Physicians’ Roles in Diagnostic Brand Decisions
To support their fieldforce engagement strategy, a diagnostics company sought to better understand the role of physicians at the point-of-care in driving diagnostic brand selection
Industry:Diagnostics
Type:Field Force Strategy Research
Timeline:A few days
Decision DriversDiagnostic Brand SelectionPhysician Decision MakingField Force StrategyLeadership PhysiciansVoice ResearchBrand Advocacy
Objective 2
Explore physicians' brand preferences and drivers of specific brand choices
Objective 3
Determine whether physicians are willing and able to advocate for the use of specific diagnostic brands at the point-of-care
The inVibe Solution
inVibe's Decision Drivers solution
inVibe’s Decision Driver solution allowed our diagnostics client to quickly and efficiently deploy a voice-powered research study to determine the level of influence—and engagement—physicians have in diagnostic brand selection.
- Voice-powered physician decision-making research
- Diagnostic brand selection focus
- Field force strategy optimization
- Automated phone interview system
- Advanced NLP tools and speech-emotion recognition
- Interactive online dashboard
- Leadership physician identification and targeting
How We Did It
1
Collect
Collect
Within a few days, inVibe screened and recruited 20 physicians who regularly order diagnostic tests for their patients. The physicians participated in an automated phone interview on their computers or smart phones, responding to questions simply by speaking.
Participants
Total: 20 Physicians who regularly order diagnostic tests
Recruitment Time: A few days
Method: Automated phone interviews via computer or smartphone
Key Questions
Q1
Consider your personal role when it comes to using a specific company’s diagnostic screening test. Do you typically have a choice in the selection of diagnostic screening brands the lab uses when performing tests on behalf of your patients?
Q2
Have you ever gone out of your way to advocate for the use of a specific brand of diagnostic screening tests? Why or why not? And if so, what inspired you to do so?
Q3
Which brand of diagnostic screening tests do you request most frequently on behalf of your patients? Is there another option that you would prefer to use? If so, why? Do your patients influence this decision? If no, who is most influential in your decision?
2
Analyze
inVibe’s analysts leveraged their language expertise and advanced NLP tools to process, evaluate and analyze multiple aspects of each response, including content, language, and emotion derived from speech-emotion recognition, allowing for deeper insights, faster.
Techniques
- Language expertise and advanced NLP tools
- Speech-emotion recognition
Focus Areas
- What is Said: Summarize and categorize the content and themes
- How it’s Said: Identify the language patterns and construction
- How it Sounds: Utilize machine learning and acoustic technology to assess the emotionality
3
Deliver
Deliver
The client was provided with an interactive report via an online dashboard, along with the voice data, transcripts, and a high-level analysis. An in-house analyst walked the client through the most meaningful data, supporting each insight with specific voice data.
- Interactive online dashboard housing voice data, transcripts, and analysis
- In-house analyst walkthrough supporting insights with physician voice clips
- Audiogram videos created with drag-and-drop kinetic text tools
- Listening Labs interactive stories assembled from transcripts, audio, and charts
- Expert Perspective sessions led by inVibe analysts
Identified how individual physicians lead diagnostic brand decisions within their practices.
Engagement now targets clinicians in leadership roles, creating more precise practice-level brand changes.
Insights & Next Steps
Key Insights & Recommendations
Based on the insights, inVibe recommended that the team take strategic actions.
Prioritize physicians in leadership roles
Concentrate salesforce outreach on clinicians who hold leadership positions, because they are uniquely positioned to influence diagnostic brand selection across their institutions.
Prepare interactions to maximize limited time
Use email to deliver information or agendas in advance so brief in-person visits can focus on questions and relationship building.
