IMA Tile Testing – Qualitative and Quantitative Research

A biopharma company had recently crafted new interactive medical aid (IMA) content for Medical Science Liaisons (MSLs) to use when educating HCPs on disease burden and the latest clinical trial results for a target product. The client wanted to evaluate the content and ensure that it would have the greatest degree of impact while effectively driving education and familiarity with the disease state and clinical test results. They also wanted Identify any misconceptions that may be skewing HCPs’ understanding of the disease burden and preventing them from considering the product for use with appropriate patients.

Our team conducted qualitative and quantitative primary market research to meet the client’s objectives. The qualitative research included in-depth interviews with a mix of relevant KOLs and HCPs. Discussions centered around treatment approach, perceptions, and a page-by-page review of IMA content. We utilized an AI avatar program to generate synthetic MSLs, providing a more engaging, realistic and easily recreated experience. Quantitative research was based on feedback from the qualitative research. It included a confirmatory online survey with 150 relevant KOLs and HCPs.

The research provided valuable information regarding the content, how it was organized, how it was presented, and what was most / least effective about it. Our team developed actionable and strategic recommendations to prioritize and optimize the content, along with tailored guidance for different HCP cohorts.