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CONDUCTING MARKETING RESEARCH AT CONVENTIONS
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Market Logistics has been conducting marketing research projects at healthcare-pharmaceutical conventions for over 16 years and throughout those years we have interviewed virtually every type of medical specialist in the healthcare industry. Our staff of professionals is experienced, conscientious and genuinely dedicated to providing the very best client service possible in the industry.
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| We make the process simple by consulting with clients about who their target audience is and then select an appropriate convention that reaches that specific audience. After this decision has been made we meet with you to determine what your study objectives are and define the types of decisions you will need to make at the end of each project. Our goal is to work with our clients as an extension of their marketing research team ensuring that, from the very beginning phases, each project remains focused and on track to reach the original business and marketing objectives. |
| Both qualitative and quantitative research can be utilized at healthcare/pharmaceutical conventions. The methodologies that are most commonly used are: |
| WHAT TYPES OF RESEARCH CAN BE PERFORMED AT CONVENTIONS . . . |
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Qualitative
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Quantitative
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Focus Group Session
Mini Groups
Individual In-depth Interviews |
Self-administered questionnaires
Computer-aided questionnaires
Touch Screen (KIOSK) questionnaires |
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| TYPES OF STUDIES MARKET LOGISTICS HAS CONDUCTED AT CONVENTIONS . . . |
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Concept Testing - Package Testing - Customer Satisfaction Awareness - Trial & Usage - Product Testing
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| STEPS WE TAKE . . . |
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Qualitative
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| Qualitative recruiting can be done in two ways for convention projects. |
| Next Steps are to: |
- We can obtain the pre-registrant list and begin recruiting before actual start of the convention.
- We can recruit directly from exhibit space on the convention floor.
- Reserve meeting room(s) and/or exhibit space
- Determine respondent screening criteria (along with client)
- Provide seasoned healthcare moderators/interviewers
- Make catering arrangements
- Make audiovisual arrangements
- Pay incentives to participants
- Provide thorough analyses of results
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| Note - Depending on the number of groups or in-depth interviews, we occasionally use both methods to obtain total number of desired respondents. |
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Quantitative
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| For this method we: |
- Secure exhibit space
- Design and develop self-administered questionnaires
- Select eye-catching incentives for giveaways on convention floor
- Screen and recruit respondents
- Administer and edit questionnaires immediately
- Probe and clarify any unanswered questions
- Maintain client confidentiality/integrity
- Provide "topline" results
- Finalize data tables and analyze results
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| ON SITE MANAGEMENT . . . |
| Market Logistics always provides an on-site manager for every research project. This manager is responsible for checking, editing and probing all unanswered questions before the respondents leave the confines of our booth. |
| REACHING THOSE MEDICAL PROFESSIONALS . . . |
| As we all know, Specialists are very difficult to reach from city to city in their normal working environment. This is one the best reasons why we can recommend to potential clients that conventions are where you will find those specialists all in one convenient location. |
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A sampling of the type of specialists we have interviewed specifically at conventions are:
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- GP/FP/IM's
- Hematologists
- Oncologists
- Dentists/Hygenists
- Dermatologists
- OB/GYN
- Endocrinologists
- Bariatric Physicians
- Liver Disease Specialists
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- Diabetes Educators
- Lab Managers/Directors
- Specialty Nurses
- Pediatricians
- Anesthesiologists
- Surgeons
- Psychiatrists
- Cardiologists
- ER Physicians
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| BENEFITS REALIZED BY CONDUCTING CONVENTION RESEARCH . . . |
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Reaching your target audience in one convenient location.
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Reaching a national geographically dispersed audience of respondents.
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Collecting data for an entire project in only two to four days.
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Cost savings because respondents are all gathered within one designated city.
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Analysis of research results with quick accurate turnaround.
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