Pharmaceuticals and Devices

Companies seeking the right strategies and tactics to develop and market their products.

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Pharmaceuticals and Devices Overview

Segmedica has built its success through innovative techniques and consistent, high-quality market research for the Pharmaceutical and Medical Device industries. As a fully integrated healthcare market research company with a developed background serving a number of Fortune 100 companies, we are able to conduct quantitative and qualitative research at any scale. We combine measurable psychology and anthropology-based research with our knowledgeable staff to provide actionable and targeted results.

Our expertise includes:

  • Disease areas such as Auto-Immune, Dermatology, Pain Management, Oncology, Cardiology, Sexual Dysfunction, Gastroenterology, and Ophthalmology
  • Medical Device areas such as Cardiac, Anesthesiology, Diabetes, Pulmonary, and Surgical Devices

Contact us today for more details on how we can help broaden your reach to your customers

Our Services

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

xsperient 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, xsperient offers:

    • Psycho-linguistic analysis – used for assessing dialogue, positioning statements, messaging, and other types of text. xsperient 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 – xsperient 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 – xsperient 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 need.
    • 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.

    xsperient 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 xsperient 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 xsperient 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 accuracy and effectiveness of the conversations. Our objective is high-gain conversations that will have an impact on your marketing objectives.


    SocialInsight™

    More than the traditional “sentiment” monitors, SocialInsight combines data with personality. xsperient 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, xsperient 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.


    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 xsperient’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 xsperient, an innovator in healthcare market research.


    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

One of the most significant challenges facing companies today is how to develop stronger customer commitment to their product or service.
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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. xsperient 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.

    xsperient 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. xsperient also offers robust customer satisfaction segmentation using a proprietary methodology grounded in psychology.

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Insight Mining and Market Landscaping

At the earliest stages of a product or service, marketing teams need to become educated. One aspect of this education process is market research.
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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

Just as with positioning, marketing teams have a choice in messaging between (1) developing internally and testing in the market through research and (2) or to using research techniques in which the respondents themselves help to build messaging. Either choice can be appropriate depending, on the circumstances.
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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

We offer a wide variety of positioning methodologies ranging from qualitative techniques in which respondents generate positioning elements to large-scale monadic quantitative positioning testing studies.
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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 xsperient 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
    practice modality

    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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    Rapid Insight Logo
    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

xsperient is a leader in large- and small-scale segmentation. We are innovators in the techniques used, but more importantly, we are reliable guides and coaches through the process.
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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, xsperient is the logical choice.

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Tracking

After launch, market tracking is most important to maintaining a window on the market and ensuring that perception is being built in the way the marketing team intends.
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    From small-scale pulse studies to full-scale regular tracking surveys, xsperient 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 xsperient Difference: With its extensive panels and in-house recruitment center, xsperient 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, xsperient 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 xsperient 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. xsperient™ 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, xsperient 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

In an increasingly competitive market, it is critically important that the right decisions be made from the beginning of the product or service life cycle.
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    xsperient 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. xsperient's psychometric profiling can add another unique dimension by identifying who are likely to be early adopters.

    The xsperient Difference:  With its extensive panels and in-house recruitment center, xsperient 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

xsperient 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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Webinars

Positioning in the Healthcare Market

Strong Positioning is the key to market success. In this webinar we review the principals of positioning and relate them to the overall marketing process and market research strategies for uncovering the optimum positioning and messaging platform.

Topics covered will include:


Developing and Updating the Right Patient Journey for Your Needs

This webinar will help you learn how to specify and obtain a Patient Journey that meets your exact needs and is most cost effective.

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Healthcare Professional/Patient Interactions

Learn More About the Benefits of HCP/Patient Interactions

xsperient’s webinar on HCP/Patient interactions offers insight on how capturing and analyzing these interactions can greatly benefit your research including:

  •     Details beyond the “normal” interviews: When coupled with audio recordings…

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Enriched Online Communities

Using online communities to add depth to your market research and exceed expectations.

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Ethnography in the Healthcare Market

“Ethnography” has become very popular in pharmaceutical research in the past five years. But do we all really understand its scope and uses? We suggest that ethnography should be seen as:

A range of observational techniques which, combined with market research techniques, can deliver additional insights and serve as a way of gaining…

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Patient-Physician Dialogue

  • Peter Simpson

In this webinar we will think through how and when to use dialogue research in the changing market.

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Self Moderating Research

Learn More About the Benefits of Self Moderating Research

While many companies are still relying on traditional IDI's and focus groups, xsperient is leading the way in utilizing self moderating research. In this webinar we describe a new innovative research technique developed by xsperient - SelfInspire® - and the benefits it…

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Social Media Analysis and Insight

Learn More About Social Media Analysis and Insight in the Healthcare Market.

Currently the focus of social media monitoring has been on data collection and emotional inferences from what is being said. But, what about why it’s being said and the implications of the context? In this webinar we describe a new way of looking at Social Media…

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SelfInspire®, Self-Moderating Research

  • Peter Simpson

This webinar will feature SelfInspire® Self-Moderating Groups, a qualitative research method employed when there is a need to delve deep. It offers considerable research benefits, including:
-    Tremendous energy and commitment from respondents of all kinds
-    Unlikely leaders emerge
-  …

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Emotions, Attitudes, and Bad Science

  • Peter Simpson

This presentation challenges us to think about the way we do research today and with focus on market segmentation.

Basing segmentation on “Rational and Emotional Drivers” and “Attitudes” doesn’t reflect how the brain works and doesn’t provide us with valid and useful tools to produce an actionable…

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How to Develop a Lexicon

  • Peter Simpson

Language embraces both content and carefully chosen words.

In this webinar we review the science underlying the development of powerful language.

You'll learn how to use market research that influences behavior and creates lasting memories.  

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New Approaches to Segmentation

  • Peter Simpson

How can you achieve a successful Market Segmentation?

Segmentation has many pitfalls and the key to overcoming them 
is understanding the components.

What is an attitude? How does Latent Class Analysis work (in layman's terms)?

Building from there, this webinar session…

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Retail Healthcare Delivery

  • Peter Simpson

Disruptor or Opportunity?

In-store clinics are just one aspect of the Retail Healthcare Delivery trend.

Now accounting for nearly 5% of all US Primary Care visits it is a classic disruptor - providing an existing benefit in a new way.

In this webinar we will summarize findings from our study…

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Prediabetes

  • Peter Simpson

This presentation provides new information about Prediabetes and the untapped market opportunities for your industry.

84 million Americans have this condition and only 10% of them are diagnosed. With increasing government and public focus, this market is about to see surging demand for glucose monitoring, low glycemic,…

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The Neuroscience of Creating Lasting Messages

  • Peter Simpson

The first duty of a message is to create a lasting memory. No matter how impactful the message is at delivery, without creating a recallable memory it isn’t effective.


This isn’t just a matter of simple repetition; the old adage that it takes nine repetitions to create an impression has no science behind…

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Publications & Media

  • Find out more about HealthInteract™
    HealthInteract™

    HealthInteract™

    Find out more about HealthInteract™

    Get Brochure Here
  • Find out more about HealthVoice®
    HealthVoice®

    HealthVoice®

    Find out more about HealthVoice®

    Get Brochure Here
  • Market Research Online Communities
    OnTheWall™

    OnTheWall™

    Market Research Online Communities

    Get Brochure Here
  • Specialty and Orphan Drug Market Research
    Orphan Drug

    Orphan Drug

    Specialty and Orphan Drug Market Research

    Get Brochure Here
  • Find out more about ethnography
    Ethnography

    Ethnography

    Find out more about ethnography

    Get Brochure Here
  • Find out more about HealthEnact®
    HealthEnact®

    HealthEnact®

    Find out more about HealthEnact®

    Get Brochure Here
  • Find out more about SelfInspire®
    SelfInspire®

    SelfInspire®

    Find out more about SelfInspire®

    Get Brochure Here
  • Find out more about SocialInsight
    Social Insight

    Social Insight

    Find out more about SocialInsight

    Get Brochure Here
  • Semantha Linguistics
    Semantha

    Semantha

    Semantha Linguistics

    Get Brochure Here
  • Full list available below
    Complimentary Workshops and Presentations

    Complimentary Workshops and Presentations

    Full list available below

    Get Brochure Here

What's New - xsperient News & Innovation

Segmedica Announces New Brand xsperient®

To compete in fields of nutrition, food & beverage, and general health & wellness


The Psychology of DTC “Patient Push” Campaigns

The principle of Patient Push is that patients are induced to present symptoms and, potentially, suggest a solution to their physician. Where the sponsoring drug is the obvious choice for the condition, the patient push element is limited to encouraging patients to show up at the physician’€s office.



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