Pharmaceuticals and Devices

PersonaSmart™

PersonaSmart is a model of human behavior based on a multilayered analysis of decision making. It goes well beyond “emotional driver” research or attitudinal analysis to apply a scientific and rigorous approach to understanding markets.

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  Within PersonaSmart we separate the elements of human decision making and tackle them logically, one by one:

  • Motivational Values – the fundamental needs of the personality that define personality types and have been validated on a global basis
  • Worldview – a slowly evolving idiosyncratic view of the world; how it works and how each individual can relate to it and get what they need from it
  • Heuristics (also known as Behavioral Economics) – algorithms and bias that we use to make decisions without engaging cognitive resources
  • Language – which develops and wraps itself around world view
  • Context – a major modifier of behaviors
     

  We have developed a unique model of Motivational Values, Worldview and Heuristics; language and context need to be researched for each set of circumstances.

  By engaging with us you can benefit from our research in this area, while saving time and money to achieve a deeper understanding of your customers, their unmet needs and their experience.

  Contact us today for a presentation of the principles and case studies demonstrating the effectiveness of this unique methodology in practice.

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Analytics

Segmedica offers a full range of analytical capabilities to help you meet your marketing needs. We work with you to choose the most appropriate methodology to answer your more pressing strategic and tactical questions.

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  Along with our expert research design, Segmedica offers:

  • Psycho-linguistic analysis – used for assessing dialogue, positioning statements, messaging, and other types of text. Segmedica can use this along with its proprietary PracticeModality™ segmentation to understand linguistic differences among physician types. It can also be used to look at variations among consumer demographic groups and other consumer segments.
  • Positioning and market-size analysis – Segmedica uses multi-dimensional techniques such as mapping to show where your brand is positioned in the market relative to its competitors and where it needs to be for optimal positioning.
  • Conjoint Analysis – used for product/services development, customer acquisition/retention, and pricing studies.
  • Segmentation – Segmedica is a leader in medical market segmentation. All segmentation is customized to meet the specific needs of the project. Professor Rangaswamy, Anchel Professor of Marketing from Penn State Smeal College of Business, is a member of Our Team allowing us to use advanced mathematical segmentation techniques that are at the forefront of the industry in addition to offering standard segmentation approaches, including a priori segmentation.

  Our analytics expertise…

  • Offers latent class segmentation, the most powerful statistical tool available, to segment your customers based on their needs.
  • Uses multi-level phasic questioning allowing a large number of variables to be included efficiently and cost-effectively.
  • Has advanced the practice of segmenting both physicians and patients together in a single project to better understand patient compliant behavior.

  Segmedica helps you throughout the process from project conception to analysis and can help guide implementation through on-site workshops with the marketing and sales teams.

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Anthropology-Based Research

All forms of anthropological research including in-home, in-office, or in-hospital are conducted by Segmedica health experts. Our staff includes experienced sociologists and anthropologists as well as both clinical and academic psychology advisors. Some examples of Anthropological work include:

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  HealthVoice®

  HealthVoice® is a technique involving audio-capture of real conversations between a HCP (healthcare provider) and a patient. These conversations may take place in a doctor’s office, a clinic, a hospital, or anywhere these interactions occur on a regular basis. The Segmedica Difference is our follow-up to these encounters, using both qualitative and quantitative methods to capture additional information about the patients and HCPs. We then analyze the words, phrases, and interviews using psycho-linguistic techniques in addition to identifying keywords and language patterns. The end result is a deep understanding of what was said and why it was said. All physicians are drawn from our HealthAcuity® panels and are fully practographically and psychologically profiled.

  Your deliverables include full digital recordings and transcripts of all the conversations. Our research is fully HIPAA compliant and 100% quality controlled to ensure the accuracy and effectiveness of the conversations. Our objective is high-gain conversations that will have an impact on your marketing objectives.

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  SocialInsight™

  More than the traditional “sentiment” monitors, SocialInsight combines data with personality. Segmedica is known for its psychological approach to market research. Now we apply this expertise to social media posts. Our technique is simple yet elegant. We monitor a multitude of social media sites and combine what is being said with why it is being said. Unlike the majority of social media monitors, Segmedica dives deep to uncover themes in conversational language, using psychology-based natural language analysis. Our skills range from simple search and analysis to combining SocialInsight with other modalities for a rich set of insights into consumers as patients. Our process tracks patients’ experience to compile a full story on what patients think and feel not only as patients but as consumer/patients. We deliver a full report analyzing language and conversations using our exclusive HLA (HealthLinquisticAnalysis)™ process.

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  SelfInspire®

  SelfInspire® is a qualitative research method in which a dyad or group operates without a human moderator. Employed where there is a need to delve deeply into the psychological reasons for certain behaviors, it offers considerable research benefits including:
  
  • More responsibility and energy from respondents
  • Unlikely leaders emerge
  • Language is more pure and meaningful
  • Emotional insights are much deeper
  • Unexpected ideas arise
  
  The sessions are managed entirely by the respondents, who usually move through a series of tasks by sequentially opening numbered envelopes. The encounter is observed by a professionally trained researcher who will ensure the interaction meets its research objectives. What makes this research so powerful is the combination of unaided discussion, a non-threatening environment, and Segmedica's use of psychology to help us understand not only what they are saying, but why they are saying it and how it impacts your markets. SelfInspire® is unique to Segmedica, an innovator in healthcare market research.

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  Ethnography

  Ethnography is a technique which is used to observe behaviors in a natural setting such as a patient’s home or place of work. Our ethnography team consists of a trained observer and a videographer who are deployed to spend a day with the respondent and capture the nuances of everyday life as well as focus on issues that are germane to the research project. While in the field, our ethnographer will also conduct impromptu interviews as events occur that stimulate discussion relevant to the marketing objectives of our client. The result is a very deep understanding of how a patient or other respondent thinks, feels, and acts outside of a controlled environment like focus group facilities or telephone interviews.

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Customer Loyalty

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  Traditional satisfaction research focuses on how well the company performs across a range of areas including product performance, sales support, call center performance, etc. Segmedica goes one step further by applying its unique batteries of psychometric questions and images to better understand what drives customer satisfaction and how to leverage this to create strong customer commitment and loyalty.

  Segmedica provides a wide range of tools to support your customer satisfaction program, from simple web-based surveys for tracking satisfaction to conducting more advanced needs-based research. Segmedica also offers robust customer satisfaction segmentation using a proprietary methodology grounded in psychology.

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Insight Mining and Market Landscaping

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  At the earliest stages of a product or service, marketing teams need to become educated. One aspect of this education process is market research. Landscaping, or Insight Mining research, is potentially the least focused and most exploratory research in the marketing process and is usually carried out qualitatively.

  That being said, we still have a responsibility to develop a result that is accurate and informative and which has practical use to our clients.

  We do this by laying down a solid psychology-based appreciation of the market and by focusing our research on thematic elements which have applicability to potential sales and marketing tactics.

  For marketing teams entering completely new areas, our customized workshops provide a flying start.

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Message Development and Testing

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  For market-based message development, we offer a range of proprietary techniques, including Storyboarding and Envisioning, as well as conventional techniques such as projective exercises, forward and backwards translation, and laddering.

  When it comes to message testing, we use techniques which conform closely to the way the brain works in forming long-term memories and attaching emotion to memories so that they are most relevant and easy to recall. Our understanding of modern neuroscience is deployed to ensure that message testing is relevant and meaningful and that it provides solid guidance.

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Positioning

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  Like segmentation, positioning needs to be built on a solid appreciation of market needs, both rational and emotional. Positioning statements must speak to the fundamental needs of the market and include both rational and emotional selling points.

  A key decision for a marketing team is whether to develop positioning internally and test it with the market or to let the market drive positioning through research. Either approach can be appropriate in different circumstances. We advise clients on the best use of research in either approach.

  We psycho-profile all our respondents and ensure the emotional needs of the market are accommodated. The human brain processes information both intellectually and emotionally, and it is important that positioning and messaging satisfy both parts of the personality.

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PracticeModality™

PracticeModality is a segmentation devised by Segmedica for use in custom projects or as a stand-alone marketing tool to quickly identify physicians and other healthcare providers and be able to tailor messages and sales pitches virtually on the fly.

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  The core is that HCPs may be divided into three types, based on personality:

  
  
  Patient Care         Science         Business Types
  

  In our segmentation scheme, thousands were analyzed and sub-segmented mainly by specialty for ease of utility in the market.  Each psycho-profile is retained in our HealthAcuity® panel and is analyzed in conjunction with the data collected during interviews or surveys.  As a stand-alone marketing tool, PracticeModality may be incorporated into other segmentations as well as used on its own in the field to deliver targeted messages.

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RapidInsight™

If you need answers fast and cost effectively, we have developed a way to gain insights on short notice while still developing a dataset that is rich with information.

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  RapidInsight is a quantitative survey tool designed with you in mind. We can program and complete short surveys in a matter of days. When time is of the essence, our team understands the need for a rapid response.

  A major benefit is access to our HealthAcuity® panel, which is the most comprehensively profiled panel in the industry. Within a very short time, we can provide the data you asked for and overlay it with valuable insights into the psychology of the respondents. Not only will you know more about the respondents, but you will also have actionable data, instantly.

  Contact us at 716-754-8744 or E-mail to rapidinsight@segmedica.com for more details and learn how you can achieve RapidInsight℠ now!

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Segmentation

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  Segmentation needs to be founded on a solid marketing process; we ask the penetrating questions up front to ensure that your project goes well and produces an actionable result.

  Our proprietary tools includes a cutting-edge, Needs-Based segmentation consisting of:

  • Proven batteries of psychometric questions and images.
  • Customizable segmentation software.
  • Multi-phasic questioning: a methodology for enabling us to manage large-choice models with relatively few questions and achieve sharper segmentation.
  • Structural Equation Modeling (SEM) to enable us to combine qualitative and quantitative inputs as well segment non-homogeneous populations.
  • Methodologies for segmenting professionals and consumers together to add additional insights, especially around compliance.

  Our segmentations result in rich, personality-based segment descriptions which bring the segments alive in a very real way and provide guidance for optimal positioning and communication.

  Whether you need to segment professionals, providers, payers, or consumers, Segmedica is the logical choice.

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Tracking

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  From small-scale pulse studies to full-scale regular tracking surveys, Segmedica uses its psychometric profiling of respondents to add a whole new and actionable level to routine tracking. By understanding the base psychology of respondents, we can better analyze changes in behaviors and, if unfavorable, suggest ways to modify them.

  The Segmedica Difference: With its extensive panels and in-house recruitment center, Segmedica is equipped to field the largest tracking studies on time and cost effectively.

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Landscaping (exploratory), Positioning, Messaging, Strategic Assessments and Business Development

For exceptionally high-quality, innovative marketing research, Segmedica provides a wide array of options, depending on your needs.  Some of our featured methods include:

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  SelfInspire® -  Self-moderated research. 

  An exciting, innovative twist on traditional focus groups. When you need content, messages, or to learn more about your markets, SelfInspire® will transform the depth and quality of the insights and answers to all your questions. 

  The concept was invented by one of the Principals of Segmedica and developed over years of practice in the field. It is truly unique and innovative. The technique involves respondent leadership, acuity, active participation, and co-creation, all wrapped into one.

  Benefits

  • More responsibility and energy from respondents
  • Unlikely leaders emerge
  • Language is more pure and meaningful
  • Emotional insights are much deeper
  • Unexpected ideas arise 

   

  Uses for SelfInspire®

  An excellent tool for message development and testing, profiling exercises, co-creation and similar marketing objectives.

  Learn more about SelfInspire® by contacting us for a demo.

  Semantha™ – Linguistic analysis and Language Interpretation. 

  When you need to know what resonates or what language or voice is needed in your market, Semantha delivers an exceptional and truly different way to analyze and interpret language.  Developed by a team of researchers and later commercialized, Semantha contains elements of both computer algorithms and manual interpretation.  The results are an extensive overview of content and recommendations on how to target a particular market.

  Benefits

  • Results yielding more powerful and directed messages
  • Actionable language
  • Language is more pure and meaningful
  • Emotional insights are much deeper

   

  Uses for Semantha™

  An excellent tool for message development and testing, positioning, advertising development, and similar marketing objectives.

  Learn more about Semantha by contacting us for a demo.

  SocialInsight™ – Social Media Analysis and Insight

  More than the traditional “sentiment” monitors, SocialInsight combines data with personality. Segmedica is known for its psychological approach to market research. Now, we apply this expertise to social media posts. 

  Our technique is simple yet elegant. We monitor a multitude of social media sites and combine what is being said with why it is being said. Unlike the majority of social media monitors, Segmedica dives deep to uncover themes in conversational language, using psychology-based natural language analysis.  

  Our skills range from simple search and analysis to combining SocialInsight™ with other modalities for a rich set of insights into consumers as patients.

  Our process tracks an individual’s experience to compile a full story on what consumers think and feel.

  We deliver a full report analyzing language and conversations, using Semantha™ as a tool to aid in delivering a deep actionable result.

  Uses for SocialInsight™

  An excellent tool for message development and testing, positioning, advertising development, tracking, and similar marketing objectives.

  Learn more about SocialInsight by contacting us for a demo.

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Product Development & Acquisition

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  Segmedica can help by providing a wide range of services to fit your needs, from a small-scale, web-based survey to full-scale market sizing.  For product development, conjoint and other advanced analytics can be incorporated to help identify key product specifications or services that should be included and their expected impact on the market. Ethnographic services are also available to see how a product is actually being used or to assess performance. Segmedica's psychometric profiling can add another unique dimension by identifying who is likely to be early adopters.

  The Segmedica Difference:  With its extensive panels and in-house recruitment center, Segmedica is equipped to field projects, even for the most hard-to-reach respondents, quickly and cost-effectively.

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OnTheWall™

OnTheWall™ - New and Fresh Insights from Everyone™

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  Social insights really matter in a global and digital world.  xsperient™ brings to you a forum unlike any other.  OnTheWall™ (OTW) is a social platform that is comprised of four elements.

  Consumers from all walks of life, actively engaged in multiple forums:

  Healthy Living
  Living with a Chronic Illness
  Healthcare trends
  Shopping

  What makes OTW different from ‘communities’?

  Features of OTW include:

  Quick access for RapidInsights™
  Short surveys for fast results
  Flexible and customizable
  Managed by MR professionals
  Easy to add other research components

  Benefits of OTW:

  Deeper Insights
  Faster execution when time is short
  Real-time results by observation
  Customized groups for pin-point marketing
  Quick surveys for quick answers
  Flexibility allows customized research to profile exactly your targets

  See how OTW works.  Request access to a community now by contacting us.

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Psychology-Based Research

Segmedica is the leader in developing methods for applying psychology to market research. There is a fundamental difference between emotional and psychological research.

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  The diagram below illustrates how our brains work and how our subconscious minds drive behavior and decision-making.

  Only psychology-based research uncovers the underlying personality of respondents that is critical to understanding not only what is being said, but more importantly, why and within what context.

  Understanding the personality (which rarely changes in an individual throughout his or her life) allows for a much deeper understanding of what is needed and how to fulfill those needs. Emotions are superficial and transient, and research that is not scientifically based can lead to misguided marketing campaigns. Once you understand the psychological makeup of a target market, you can craft messages or define strategies to a much more effective level.

  

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xsperient | Segmedica announced today the completion of a fourth syndicated COVID-19 study. This study is of value to all manufacturers working on COVID-19 vaccines and pharmacological solutions or are impacted by COVID-19 patients’ journey through the healthcare system. Built from up to the minute primary fieldwork with patients, caregivers, and HCPs, we document with video clips the detailed experience.

xsperient | Segmedica launches a new self-study course on Adherence and Persistence. This course includes a five-module program summarizing the learnings from the ConnexionPoints Complete Adherence and Persistence eHandbook.

xsperient | Segmedica announced today the completion of its ConnexionPoints Adherence and Persistence eHandbook.

xsperient | Segmedica announces the launch of enhanced consumer segmentation scales PersonaSmart™ and PersonaSmart™ Health

xsperient | Segmedica announces the launch of TripleSmart™, a whole new way of looking at market segmentation embracing three distinct methodologies in one study.

xsperient | Segmedica announces the launch of RxConnex, a powerful new pharmacy data tool.

xsperient | Segmedica announced today the completion of a syndicated COVID-19 study. Changing Behaviors in the Face of a Global Health Crisis applies xsperient | Segmedica’s ground breaking PersonaSmart™ personality based tools to understand consumers’ response to COVID-19.

PersonaSmart™ and HealthAcuity™ standardized segmentations based on personality are condition agnostic and built on a validated global tool. Whether you need to segment HCPs, patients/caregivers, pharmacists or other stakeholders, this assured solution saves you time, cost and risk.

Increasingly pharma and device companies are licensing our ConnexionPoints® syndicated study on US Retail Healthcare.

Retail suppliers are flowing into the healthcare delivery market, left open by the political vacuum around healthcare reform. The implications are profound but not always obvious. Retailers like CVS Health and now Walmart are taking aim at extensive healthcare delivery operations and, unlike traditional medical practices, they know how to generate customer satisfaction while reducing costs.

For research involving any type of qualitative or ethnographic methodologies, video clips have become a standard reporting tool. However, within the EU, the GDPR regulations have gutted our ability to use video material. How can we continue to develop and enhance reporting within privacy regulations? The answer may be surprising, and it involves going to the movies.

Do you seek to conduct market research in a way that encourages free, honest language from your respondents? True uninhibited language and released energy combined to deliver hidden insights. Added benefit - unstructured context provides the social and psychological underpinnings of their decision-making processes.

If you need to touch patients or HCPs in the USA in a hurry RapidInsight can deliver. Our very high-speed micro studies are executed in ten business days or less.

Segmedica is skilled at recruiting patients with rare or orphan diseases. They seldom interact with other people with their condition. Our OnTheWall™ online community platform is the ideal place to bring them together and conduct insightful research with them.

Our team is frequently called upon to keynote internal company conferences and enter into consulting agreements.