A multi-country brand tracking study among Health Care Professionals for a leading pharma brand
The brief for the brand tracking study
We were recommended to a leading pharma brand by its research supplier to review a multi-country brand tracking study over 12+ markets among Health Care Providers (HCPs). The survey involved interviews with a sample of four types of HCP with universe estimates derived by local reps. The study was a multilevel study involving observations relating to HCP decisions as well as patient records nominated by HCPs. The goal was a fast turn-around review on the statistical representativeness of HCP and Patient level data, highlighting any sources of bias and sampling error.
The deliverables of the project
The project involved a review of:
- The target setting process and variation in sample distribution between HCP groups from wave to wave.
- The sampling frame, which was an opt-in HCP online panel.
- The unbiasedness of selection of HCPs from the panel and of patients from different types of HCPs.
- Effect on sampling error of patient cluster sampling and weighting.
The steps we took
The initial stages involved gathering data on sample sizes over recent waves and the rationale behind universe estimates. We received a full data set of recent waves to facilitate additional analysis. We also compiled technical documentation collating data from various sources, including the client, their agency, and an independent adviser working on the tracker. An ongoing dialogue was established with all parties as the review progressed.
To review a multi-country brand tracking study over 12+ markets among Health Care Providers (HCPs).
The goal was a fast turn-around review on the statistical representativeness of HCP and Patient level data, highlighting any sources of bias and sampling error.
The biggest challenge was understanding the survey process, as there was no central technical report.
We produced a written report recommending a move towards random probability sampling from the HCP panel.