Use Case
Voice Pulses
Case Study
Tracking Treatment Perceptions, Uptake, and Market Dynamics
Client Goal
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.
Objective 1
Gauge HCPs' interest in the client treatment (especially relative to its main competitor) and overall drivers/barriers to use.
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
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.
1. 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.
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 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.
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
Perform contrastive analysis across pulses on shifts in themes, language, and speech affect.
3. Deliver
The client was provided with an interactive report via an online dashboard, along with the voice data, transcripts, and a detailed analytical report at each phase. In-house analysts walked the client through the most meaningful data, supporting each insight with specific voice data.
Audiogram
Videos
Clients have access to drag & drop tools to instantaneously create kinetic text animations from transcripts for internal sharing.
Listening
Labs
inVibe delivers self-guided interactive stories assembled from transcripts, audio, and charts – annotated with high-level expert observations.
Expert
Perspective
inVibe’s team of in-house analysts and language experts walk clients through the insights and recommendations derived from the research.
Key Insights & Recommendations
Based on the insights, inVibe recommended the team take strategic actions:
#1
Reinforce non-clinical advantages of the client treatment in HCP messaging, as HCPs are uncertain about clinical differentiation until clinical trial and real-world data mature.
#2
Keep HCPs up-to-date on efforts to increase accessibility of the client treatment and confirm HCP assumptions that the first-to-market product's coverage advantages are only temporary.
Where are they now?
Our client used this research to revise and enhance their HCP messaging strategy and to train reps to be more responsive to HCP perceptions and information gaps.
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.
Ready to learn more?
/voice
/resources
/use-cases
- New Data Intelligence
- TrialPulse — Evaluation of Clinical Trial Recruitment Assets
- Concept / Message Testing
- Customer Journey Inflection Points
- Agency Pitch for New Business
- TrialPulse — DCT Design and Informed Consent
- Language of Disease
- Customer Stories
- Decision Drivers
- Market Trends
- TrialPulse — Disease Burden and Endpoint Selection
- HCP – Patient Communication
2025 inVibe - All Rights Reserved