Using Diagnostic Field Research to Improve Healthcare Provider Support

CHALLENGE

AstraZeneca is a global, science-led biopharmaceutical business and its innovative medicines are used by millions of patients worldwide. The AstraZeneca Oncology Group works to transform patient survival by seeking to combat metastatic and resistant disease and providing options to treat early.

Ascension was engaged to develop diagnostic marketing research to evaluate the performance of two distinct field oncology provider support teams focused on clinicians and practice managers. The concurrent dual research studies were designed to identify the most statistically significant factors that contribute to provider satisfaction and dissatisfaction relative to the AstraZeneca oncology field support function.

SOLUTION

Ascension designed, developed, and implemented two concurrent national diagnostic research programs. A multi-modal email + telephone recruitment and data gathering process was utilized to power the field research program.

As inputs were obtained, Ascension applied factor analysis, cluster analysis, logistical regressions to identify specific issues/attributes associated with healthcare provider perceived value of AstraZeneca program vs. competitive offerings.

IMPACT

Ascension provided AstraZeneca with a wealth of information useful in making going forward planning, resource deployment, and field engagement practice decisions.