You’ve found your participants, conducted a feasibility test and chosen your methodology - so next on the list is arranging where on earth your medical market research is going to take place. When it comes to organising healthcare market research, one of the most important things to consider is the venue. From choosing the right location to making sure it’s suitable for your your participants and offering enough time slots to keep even the most time-pushed healthcare professional happy, there’s a lot to think about when it comes to deciding on your venue. Here’s some tips to consider to make sure you get it right every time…
Choose a venue that’s not too far away
One of the first things to think about when choosing your venue is the location and how far your respondents will need to travel on the day. Busy physicians or patients with conditions that make it difficult for them to travel might not want to travel long distances - so if you’re working with HCPs you need to make sure it’s not too far from the hospital, and likewise for patients if possible it’s best to ensure they’re not too far from home. You should also consider the type of respondent you’re working with - if you’re dealing with low-incidence patients it might not even be possible to use a central location because your respondents are so spread out, in which case you might have to consider online methodologies such as MROCs instead.
Make it easy for them to find
If travel is unavoidable, make sure you provide detailed information on how to get there. You should ensure your participants are fully informed about the distance and cost of travel and give clear instructions and directions on how to get there that are supported by maps. If there’s parking nearby, make sure you give them all the details and if there are any transport links then provide all the necessary information. If the location is really far away, you could even consider offering a travel reimbursement to help encourage them to make the trip. Basically, you need to make sure you have all bases covered and that your respondents have all the information they could possibly need to ensure they are completely prepared.
Consider your respondents’ needs
As well as ensuring your venue isn’t too far away you also need to make sure that it is suitable for your participants. This is especially important when it comes to patient market research as there is often a lot to take into account. If any of your participants have mobility issues is there wheelchair access? Are there lifts in the venue? And for those with visual impairments are there hearing and visual aid systems? Can your participants bring a carer with them? And what about catering for those with allergies? There’s a lot to think about and if there are too many hurdles to overcome you run the risk of dropouts, so it’s important to be as prepared as possible.
Pick a time that works for everyone
When it comes to scheduling research, put yourself in your participants’ shoes. Have you offered enough time slots to appease everyone taking part? This means allowing for physicians’ often hectic schedules and fitting in around patients, too - so if your patients work 9-5 for example, then evenings are going to be your best bet. Not only that, but if you are conducting research with both HCPs and patients you also need to offer enough time slots to make sure they don’t bump into each other which could jeopardise patient confidentiality. With so many different timings to juggle, it’s not just about finding the right venue - you also need to make sure your chosen venue can accommodate you at all the times you need.
Decide what type of venue works for you
Lastly, you need to consider what type of venue you will choose. Viewing facilities are generally the most popular choice for researchers because it involves less work on your part. Because they are specially designed for research purposes they include everything you need, from one way mirrors for viewing to recording equipment and catering. They also offer a comfortable environment and are usually in an easy-to-reach place. If you can’t find a viewing facility that works for you, you could also consider a hotel - large rooms such as conference rooms means there’s plenty of space for groups and you can also select a location that works for everyone.
Putting your participants first when choosing your venue can result in better response rates and more engaged respondents - especially in medical market research when your respondents will often have very specific needs. By taking the time to truly consider your participants’ needs and ensure they feel comfortable, you will generate better results because your participants will feel more willing to open up and share insights.
If you’re struggling to source a suitable venue for your medical market research project, check out our viewing facilities map for a roundup of UK viewing facilities and a list of contact details. Download the map here.