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MedSpan Musings — Tips for better market research


2015 08 25 rodin the thinker for MedSpan Musings

MedSpan Musing

Using Adaptive Recruiting Techniques
 
It is not always clear who the most appropriate respondents are for a study. For example, it might not be clear at the onset of a project which hospital executives are responsible for evaluating and selecting a complex patient care program.
For these situations, use an adaptive recruiting technique. Conduct a short Internet survey or phone interview with a few respondents to identify who is responsible for the decisions you are researching.
If you know one job title of interest, you can incorporate the questions for identifying the complete set of decision makers into the main survey instrument. If the appropriate decision makers are completely unknown, identifying the correct decision makers can be a separate exercise.
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April 27, 2016 at 10:08 PM Leave a comment

Conducting research with VACs


2015 08 25 rodin the thinker for MedSpan Musings

MedSpan Musing

Working with VACs

Manufacturers of medical devices, diagnostic imaging equipment and diagnostics need to conduct research with VACs to better understand sales and contracting pathways in ACOs, IDNs and hospitals. Key VAC representatives include:
  • Purchasing — Responsible for identifying benchmark products and developing contracts
  • Care unit director — For example, Director of Surgical Services or Director of Diagnostics. Non-physician who is responsible for budget and inventory management.
  • Nursing — Responsible for evaluating use of devices in daily patient care.
  • Section heads/physicians — Responsible for championing the product or procedure.
  • Finance — Director of Decision Support is responsible for evaluating product’s impact on hospital finances. For example, works with physicians and nurses to evaluate a product’s impact on incentive programs and cost structures.
 While these executives typically work at the hospital level, they often have IDN- or ACO-level responsibilities. Therefore, screeners need to check for responsibilities rather than job titles.

December 8, 2015 at 10:19 AM Leave a comment

Provider-Owned Plans — Will they succeed this time?


Provider-owned plans (POPs) have been around for years. For example, the largest POPs, Kaiser Foundation Health Plan was founded in 1945. In the 1990s, POPs gained in popularity. However, many failed. Today, POPs are a hot trend. The question is whether they’ll succeed this time.

Continue Reading December 7, 2015 at 10:38 AM Leave a comment

Market research — A competitive differentiator


Market research data are typically used to inform product design, marketing strategies and tactics. Sometimes, the data are the end goal. The data can be used to develop a competitive differentiation and deliver value to customers.

Continue Reading November 11, 2015 at 6:27 PM 1 comment

Reference Pricing — Coming soon to a health plan near you?


There is great interest in reference pricing in the US for select medical procedures and branded drugs. While only 10% of mid-sized and large employers are utilizing reference pricing, more than 2/3 of employers have an interest in this payment technique. If it takes hold, there is a potential impact on utilization, revenue and quality of care that manufacturers will need to address.

Continue Reading November 11, 2015 at 6:00 PM Leave a comment

MedSpan Musings — Tips for better market research


MedSpan MusingWhen conducting market research with the hospital pharmacy department, ensure that the right section is informing your actions.

While some hospital pharmacies limit their scope of practice to their individual hospital, others are responsible for the purchasing and management of drug therapies throughout the integrated delivery system.

  • Pharmacy directors — Sets policy for operations, contracting, inventory management, and intra-delivery system distribution. The pharmacy director typical is a voting member of the P&T Committee, thereby influencing product selection.The pharmacy director tends to be the most knowledgeable among his or her staff regarding billing, coding and reimbursement for drug therapy. However, in our experience, the level of expertise in these areas varies between hospital pharmacy directors.

    Integrated delivery systems may have one pharmacy director for inpatient care and another for outpatient care. They report to a Vice President of Pharmacy. Standalone hospitals tend to have one pharmacy director.

  • Clinical pharmacists — Are often stationed throughout the hospital. Share drug insights with other clinicians. Develop drug monographs for the P&T Committee. Each clinical pharmacist specializes in one or more disease categories (e.g., cardiovascular disease) or hospital patient care unit (e.g., emergency medicine).
  • IV operations managers — Oversees compounding processes and clean rooms. IV operations managers are important respondents for studies involving IV therapies.
  • Pharmacy buyers — Work directly with wholesalers and drug companies to execute the delivery system’s day-to-day buying practices.

October 26, 2015 at 3:44 PM Leave a comment

MedSpan Musings — Tips for better payer market research


2015 08 25 rodin the thinker for MedSpan MusingsMedSpan Musings — Tips for better payer market research  

The benefit covering a drug is not always obvious
When discussing benefit coverage of drugs with payers, remember that some health plans at first cover drugs under the medical benefit and then transfer those costs each month to the pharmacy benefit. Be sure to probe for this approach and its implications for drugs administered in physicians’ offices and alternate sites of care.

October 12, 2015 at 5:51 PM Leave a comment

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