All healthcare and medical services pivot around the patient. Without the patient, there is no medical care. Unfortunately, most medical and healthcare providers have competing demands. Hospitals and medical practices need to make money to keep the lights on and pharmaceutical companies are trying to sell their products. Striking the balance between patient-centered care and business demands is a constant juggle for most healthcare providers. The good news for providers is qualitative studies are effective ways to include the patients’ voices and experiences before any changes or policy decisions are made. Conducting a medical market research study that includes patients ensures that the patient remains front and center.
What is Qualitative Research Again?
Qualitative research studies are designed to probe and identify the experiences, thoughts, values, and opinions of individuals recruited to participate in a study. Typical qualitative methodologies include in-depth interviews, focus groups, intercept interviews, mobile ethnographies, and observation. Once the study is complete, the findings are transcribed, sorted, analyzed and distilled into a final report. Researchers look for common themes amongst participants and patterns that emerge from the data. Unlike quantitative studies, qualitative studies are not statistically driven; however, they provide distinct benefits and help guide strategy, marketing, design, and research.
Benefits of Qualitative Medical and Healthcare Studies
When it comes to medical and healthcare, qualitative research studies can identify the experiences of patients, what matters to them, and how they go about utilizing services. It is near impossible to improve patient care without conducting a qualitative study. Some of the benefits of conducting medical and healthcare qualitative studies include:
· Insight into what matters most to patients
· Insight into where improvements in services or access can be improved
· Firsthand insight into patient experiences and concerns
· Insight into gaps and obstacles that impede growth and change
· Insight into common concerns or frustrations
Qualitative studies are best used to inform medical and healthcare providers before they make policies or organizational changes that directly impact patient care. Gathering patient insights and experiences before making changes is the best way to ensure that patients are truly at the center of any new policy or procedural implementation.
Challenges to Conducting Medical and Healthcare Studies
Most every qualitative research study has its challenges, and healthcare studies are no exception. In fact, these studies tend to be more challenging as there are additional privacy protocols that need to be maintained throughout the study.
Recruiting for medical and healthcare studies can be more challenging, especially if the study topic is niche or affects a very limited population. Some recruiting firms decline to take on medical or healthcare studies given their difficulty. Over the years, Focus Insite has built out a dedicated medical and healthcare recruiting division. We are the go-to recruiting agency for medical and healthcare recruitment, given our successful track record in medical and healthcare recruitment.
While there are challenges that need to be considered before commissioning a qualitative medical study, the benefits far outweigh any of the challenges, especially if you partner with the right market research firm and recruiting agency.
To learn more about our medical recruiting team, Contact us Today!
