Objective 1
Gauge HCPs' interest in the client treatment (especially relative to its main competitor) and overall drivers/barriers to use
Use CaseVoice Pulses
Tracking Treatment Perceptions, Uptake, and Market Dynamics
To monitor and assess uptake of HCP messaging following launch of a new product, our client was interested in capturing periodic snapshots of HCP perceptions of the treatment landscape, competitor products, and their own product as they shifted over the course of a 12-week campaign aiming to increase HCP familiarity and comfort with their product
Industry:Pharmaceutical
Type:Post-Launch Monitoring Research
Timeline:12 weeks (3 pulses)
Voice PulsesPost-Launch MonitoringHCP Messaging CampaignLongitudinal ResearchTreatment ComparisonMarket DynamicsCampaign EffectivenessCompetitive Analysis
Objective 2
Track shifts in attitudes and relative positioning of the client and competitor treatments over sales reps' 3-month HCP-messaging campaign
The inVibe Solution
The inVibe Solution
inVibe’s Voice Pulses solution allowed our pharmaceutical client to quickly and efficiently deploy a multi-pulse, voice-powered research study to better understand the changing competitive landscape for this evolving TA.
- Multi-pulse longitudinal research methodology
- Post-launch monitoring and tracking capability
- Rep-briefed vs non-briefed HCP segmentation
- Contrastive analysis across time periods
- Automated phone interview system
- Advanced NLP tools and speech-emotion recognition
- Interactive online dashboard with pulse comparison
- Real-time campaign effectiveness measurement
How We Did It
1
Collect
Collect
inVibe conducted 3 pulses over the course of 12 weeks, fielding each pulse within approximately 1 week. For each pulse, inVibe screened and recruited 10 HCPs who were the primary treaters of patients with the condition of interest--half of whom were recently briefed by a rep--to participate in an automated phone interview, responding to questions simply by speaking. Each pulse used the same survey questions to maintain comparability of responses across pulses.
Participants
Total: 30 Treating HCPs for the condition of interest (half recently briefed by a rep)
Recruitment Time: Approximately 1 week per pulse
Method: Automated phone interviews via computer or smartphone
Key Questions
Q1
Please walk us through your approach to managing patients with {condition}. How do you typically diagnose {condition} and assess its severity? How do you determine when to treat and which treatment to use?
Q2
Focusing on {competitor treatment} and {client treatment}, what are your overall thoughts on the clinical factors around each treatment? Are there any factors that differentiate these treatments or lead you to select one over the other? Consider things like efficacy, side effects, mechanism of action, dosing schedule, indication, disease factors, or anything else that comes to mind.
Q3
What are your thoughts on the non-clinical factors around prescribing and administering these treatments? Are there any factors that lead you to select one treatment over the other? Consider things like accessibility, reimbursement, frequency of administration, packaging, purchasing programs, compliance and adherence, caregiver support, or anything else that comes to mind.
Q4
Continuing to focus on these two treatments, imagine that you've identified both as suitable options for one of your patients. How would you present each option to them? What is the most important information that you want to convey about each treatment so that the patient can make an informed decision?
2
Analyze
inVibe’s analysts applied language expertise, advanced NLP, and speech-emotion recognition to evaluate content, language, and affect—and then compared those signals pulse over pulse.
Techniques
- Language expertise and advanced NLP tools
- Speech-emotion recognition
- Contrastive analysis across pulses
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
- How it Changes: Track shifts across pulses in themes, language, and speech affect
3
Deliver
Deliver
The client received an interactive online dashboard with pulse-by-pulse data, transcripts, and detailed analyses. inVibe’s analysts walked stakeholders through each wave, highlighting how HCP perspectives evolved and where to adjust messaging.
- Interactive online dashboard with pulse comparison views
- In-house analyst walkthrough grounding insights in HCP voice clips
- Audiogram tools to turn standout quotes into kinetic text videos
- Listening Labs interactive stories assembled from transcripts, audio, and charts
- Expert Perspective sessions led by inVibe analysts
Ran recurring voice pulses to recalibrate HCP messaging and sales training.
Today, our client's approach to HCP messaging about their treatment is informed by HCPs' evolving perceptions of the therapies of interest and of patient needs. As a result, they are actively prepared to shift the conversation of ‘what good looks like’ in this TA and position their product as a solution to several key challenges.
Insights & Next Steps
Key Insights & Recommendations
Based on the insights, inVibe recommended that the team take strategic actions.
Reinforce non-clinical advantages
Lean into access, support, and other non-clinical differentiators while clinical data matures.
Keep HCPs updated on access progress
Regularly communicate coverage improvements to challenge assumptions that the first-to-market product has lasting advantages.
