The Challenge
A healthcare giant was interested in conducting healthcare market research to learn more about residents in a small and underserved market in the U.S. As a location with unique population and needs, they wanted to understand more about the types of patients that would be requiring care in that region, as well as surrounding regions. Their aim was to understand the needs, requirements, and current gaps/unmet needs of those that would be requiring care.
The Solution
Interviews were conducted with niche audiences from this market due to the sensitive nature of the questions. This qualitative approach reflected the standards of leading healthcare market research agencies and provided a deeper understanding of how local populations experience care. Interviews were approximately 45 minutes in length and dove deep into the stories and experiences of participants surround their medical experiences and opinions in their community.
The Outcome
The research output enabled Lux to develop story cards from the experiences of individuals, demonstrating their struggles in this community and the potential impact improved healthcare options could provide. These insights informed recommendations that aligned with trends in healthcare industry market research and pharmaceutical industry market research, guiding the organization’s service planning and community engagement.
