How Quality Marketing Research in Healthcare is Done

Marketing research in healthcare is the key to unlocking better patient outcomes On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO Priscilla McKinney talks with guests Brendan Egan and Lisa Kaiser, CEO and COO of Brightside Research Solutions respectively, about the latest market research industry trends in healthcare. With over 25 years of combined experience, Egan and Kaiser founded Brightside to address long standing issues in service and feasibility within the business marketing sector, touching on its unique approach to serving clients and enhancing healthcare outcomes through targeted market research insights. Egan and Kaiser emphasize that their primary goal is to approach every challenge with innovative solutions, often going unnoticed when things run smoothly but bearing the responsibility when issues arise. They discuss the difficulties in reaching healthcare stakeholders and how they tackle this by tailoring their approach to each project, offering full-solution online and offline methods to find the right respondents for comprehensive market research. "What is the thoughtful plan to get to the solution?" Kaiser explains. "The clients need to see that there is progress." McKinney and the Brightside team also explore their proprietary healthcare panel, strategies to combat respondent fatigue in the post-COVID era, and current hot topics in healthcare research. They talk about the changing landscape of specific disease states, ultra-rare diseases, and the perspectives of healthcare professionals (HCPs), highlighting the importance of understanding provider thinking and how these marketing insights are utilized by their clients, who are primarily market research agencies and marketing firms. Sponsors: I am very excited to announce the release of my much-anticipated book:  Collaboration is the New Competition: Why the Future of Work Rewards A Cross Pollinating Hive Mind and How Not to Get Left Behind The book's chapters are designed to be time-efficient, ensuring busy professionals can easily integrate these transformative ideas into their workflow. From discussing the state of affairs in business to providing fundamental strategies and seven practical anchors for staying on course, this book offers a fresh perspective and a competitive advantage in today's complex business landscape. Visit priscillamckinney.com for more information. Get ready for another amazing Insights Marketing Day! It’s everything you need to take control of your marketing funnel in one power-packed day. You’ll hear from fun, engaging and instructive speakers who are proven authorities in digital marketing. They’ll leave their egos behind and pull the curtain back to show you what it takes behind the scenes to achieve dramatic marketing results. This year, we’ll take you on a journey from the very beginning of the marketing funnel through realizing revenue and how to create a more predictive model for success. You’ll be challenged to change your mindset, learn emerging skills and discover game-changing tools. All this while creating genuine connections with like-minded professionals. Learn, network, discover and strategize. Make Insights Marketing Day a MUST on your 2024 calendar. Visit littlebirdmarketing.com/insights-marketing-day and get your tickets today!