RESPONDENT SPECIAL:
Accessing Medical Professionals -
The critical 5 stage process you should know

Summary
   
Medical research is on the increase and there are more demands on a medical professional’s time than ever. To actually achieve your research sample you need to follow a very rigorous prescription for each geographical territory. AFS has 10 years experience in accessing sample for Medical Research throughout Australia. Things have changed
in the last 18 months, let’s look at what’s involved here.
 
Challenge       

Medical professionals are time poor; they expect and only tolerate Research and Researchers of the highest integrity.  There are several tales of leaks and law suits in this area, enough to make you think very carefully about it all.  With years of scientific research and millions of dollars invested, the market research phase requires extreme sensitivity and field responsiveness.  The campaign must be undertaken with military precision. 

The way this is achieved is broken down into deliberate stages here at AFS, each stage having the objective of allaying fears of impropriety, motivating participation and ensuring completion

Solutions

The first stage starts with the list – washed against practitioners who have "opt out" of research altogether in previous studies.  Often the numbers contain one contact number for multiple practitioners and nothing upsets reception more than 5 calls in a single day about the same topic.  We’ve employed a unique script to negotiate this irritant. 

The second stage is to make the initial contact, often this is with an intermediary such as a practice manager.  This initial contact is squarely around communicating trust and detail of the mechanics of the responses required.  The intermediary is often unable to raise the Doctor at this time, and is generally unhelpful in communicating, second hand, what is required.  Doctors themselves are analytical and tactile by nature and we’ve found sending an explanation of the process to them, invaluable.

The third stage is to follow-up with the Fax/E-mail which, in the case of the Practice Manager, can be passed around to multiple doctors.  The fax is for legal reasons, innocuous, listing simply the numbers to call in on, the incentive available, the time required, some qualifying criteria and the closing date.  

The fourth stage is to take an appointment for interviews, some Doctors will call in to our contact centre to participate right away or when free, others will call to arrange a time later in the collection period.  Others still will require a gentle push, which is assisted by the prior communication, making them and the practice far more amenable to being reminded.

The fifth stage assumes the interviews have taken place.  Medical Practitioners are likely to ‘book’ a portion of their chargeable day or during their lunchtime or in the comfort of their own home to participate.  It is now important to ensure the appropriate incentives are provided and their distribution tracked.  Secondly booked participants are recontacted, these respondents are often deferred to the next study or their booking cautiously cancelled or in rare cases (without proper notice) are paid the incentive. 

The Medical field is heavily researched, demands on these people are many, and above all, they are a finite pool.  Ethical, respectful market research must be undertaken so we can continue this important dialogue for the benefit of both parties.  Treating these professionals with kid gloves and understanding the processes which allow them to work with the research community, has helped us deliver their opinions and behaviours that affect so many in our community. 

Enjoy your week, Rob.

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