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 | MEDICAL MODERATING SKILLS | |
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This course can be summed up as a prescription for success when doing marketing research with physicians both in focus groups and in individual interviews.
Universally acknowledged as some of the most challenging respondents that researchers ever encounter, physicians can nevertheless be managed quite effectively when certain unique aspects of the process are properly handled.
This course, honed over more than two decades and with thousands of physician interviews, covers how to:
- Relax physicians, get their minds off the rigorous demands of their jobs and be open to the unique qualitative research climate
- Determine the best way to address them (“Dr.” or by first name?)
- Remain in control and resist being intimidated by physicians
- Create an atmosphere in which doctors are not hesitant to let go and access their creative side
- Pique and hold physicians’ attention for the entire session
- Handle “larger than life” egos
- Deal with beepers and other distractions
Although clearly there are issues of efficacy and indications that are in the forefront of the physician’s mind when choosing a prescription medication for the patient, the sophisticated researcher knows that unconscious brand imagery plays a role in those decisions as well. You’ll gain valuable insight into the surprising emotional factors which drive brand selection and loyalty among physicians, just as happens with consumers, and learn proprietary methods developed to elicit those images. You’ll learn how to encourage the physician to relax and open up, thus yielding far more meaningful data for the client than researchers who settle for “top of the head” responses to questions.
The first two days of the course are instructional, with the opportunity for participants to role play and obtain supervised practice with one another. The third day is ACTUAL, with the opportunity for the team to practice interviewing REAL PHYSICIANS in both individual and focus group settings (of course, also with supervised feedback).
EARLY BIRD BONUSES!!!
- Register on or before 10/15 and get a 25% discount, and a one hour follow up private consultation with Dr. Livingston!
- Register on or before 10/31 and get a 15% discount.
- Register on or before 11/7 and get a 5% discount.
(BONUS DISCOUNTS ARE REFLECTED IN SALE PRICE BELOW)
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