“Understanding and effectively leveraging digital channels and technologies will deliver competitive advantage for your brands.”
The shift away from traditional media, brand marketing and communications towards a new global ‘always connected’ Digital world presents new opportunities for pharma.
This sea-change also raises a need to answer specific questions and for pharma to address new business challenges:
At Cello Health Insight we recognise that this shift has been firmly embraced by our clients in the Pharma sector and we are proud to take a leading position in engaging with and providing competitive advantage to our clients through our understanding of digital.
Our digital vision has three main pillars which we use to meet our clients business objectives:
1. Understanding digital media, communication and marketing touch-points. Understanding the reality of multi-channel communications from a marketing perspective and the implications for brands and their salesforces
2. Understanding the impact of digital technology applied (and technology companies) on the entire process of health. From mobile apps to virtual GPs and digital imaging, realising the impact of such change is vital
3. On-going development of a suite of digital business intelligence tools that use cutting-edge technology within a well-established framework of quantitative and qualitative research practise fit for purpose for the 21st century
Our digital team is dedicated to both understanding the impact of digital on our clients’ businesses as well as harnessing new digital technologies and applying them to the process of research and insight.
The team is well practiced in the disciplines of traditional pharma market research, innovation and technology, platform development and delivery and consumer marketing. It also includes a depth of experience not just from pharma market research but also consumer research and of course extensive experience across myriad therapy areas.
In addition, we have specific digital innovation experts within the team tasked with consistently re-evaluating and updating both our thinking in the digital space (for example how technology companies may change the face of healthcare) and creating new digital research methodologies.
Pathways and patient journeys are mapped out by respondents to help us define for our clients the key steps taken in any purchasing, treating or prescribing decision driven exercise. Cello Health Insight has taken this traditional in person exercise and brought it into the digital age.
The benefits of this approach are that this exercises is no longer restricted to the research session but can be completed prior to any in depth interviews or group exercises and the information garnered can be used as a driver in the conversation and explored in more depth than previously.
Bringing this exercise into the digital age also allows for aggregation of the information to be performed using a “relative scoring” technique that will produce a picture of the most common pathway taken by the participants.
Customisation of therapy and client specific milestones and events is also available as part of the pathway product line. If there is a journey to be mapped then the digital pathway approach is the flexible and powerful tool to compliment your existing research methodology and deliver more than the traditional approach
We provide our clients with the ability to gather insights via the participant’s mobile device. Optimised for both the world leading smartphone platforms, iOS and Android, Cello Health our GoInTheMo app can provide real time feedback from respondents without the need for them to be chained to their laptop or desktop computer.
Cello Health Insight has conducted an extensive internal study that shows the power of data collected in the moment versus the discrepancies of data collected via a traditional recall methodology. The differences highlighted the “Peak End Effect” that shows sufferers state higher levels of pain when recalling a 2 week old period as opposed to the data collected at the time via a mobile solution. Both of these data points are valid as one is the information that would be presented to a HCP and the other is the actual measurement.
Mobile insight capture is also the way to connect with users in the developing world, where mobile phones and tablets may be the primary method of people getting online ruling out the traditional online approach in these markets.
We provide the ability to passively ‘listen’ into conversations online via all forms of digital and social media amongst patients, carers and HCPs. We are able to monitor and understand rich textual data which can be found anywhere globally on the publicly available web.