{"id":19289,"date":"2015-11-02T00:11:47","date_gmt":"2015-11-02T00:11:47","guid":{"rendered":"https:\/\/www.sisinternational.com\/?p=19289"},"modified":"2026-05-05T09:58:40","modified_gmt":"2026-05-05T13:58:40","slug":"como-conduzir-pesquisas-de-mercado-de-saude","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/pt\/como-conduzir-pesquisas-de-mercado-de-saude\/","title":{"rendered":"How to Conduct Healthcare Market Research"},"content":{"rendered":"
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\"Pesquisa<\/figure>\n<\/p>\n

Voc\u00ea j\u00e1 se perguntou como as institui\u00e7\u00f5es de sa\u00fade decidem quais servi\u00e7os oferecer ou como as empresas farmac\u00eauticas determinam quais medicamentos desenvolver? Por tr\u00e1s dessas decis\u00f5es est\u00e1 a pesquisa de mercado da sa\u00fade. <\/span><\/p>\n

It guides the health sector towards more informed choices, effective strategies, and ultimately, better patient care. But, what exactly is pesquisa de mercado de sa\u00fade<\/a>, and why is it so vital to the health industry?<\/span><\/p>\n

Compreendendo a pesquisa de mercado de sa\u00fade<\/span><\/h2>\n

Ao contr\u00e1rio dos bens de consumo ou dos servi\u00e7os financeiros, a compra da maioria dos produtos e servi\u00e7os de sa\u00fade geralmente n\u00e3o \u00e9 opcional.  <\/span>Mas isso n\u00e3o significa que algu\u00e9m deva absolutamente comprar o que voc\u00ea vende!  <\/span>Portanto, h\u00e1 muitas perguntas que precisam ser respondidas para manter um neg\u00f3cio \u201csaud\u00e1vel\u201d (trocadilho intencional).<\/span><\/p>\n

O mercado de sa\u00fade consiste principalmente em\u2026<\/span><\/p>\n<\/div>\n

How to Conduct Healthcare Market Research That Drives Commercial Advantage<\/h1>\n

Healthcare market research succeeds when it answers a specific commercial question. The strongest programs start with a decision, not a questionnaire.<\/p>\n

VP-level leaders at Fortune 500 healthcare companies face a tighter evidence bar than peers in other sectors. Payers want a defensible value story. Regulators want real-world evidence. Physicians want trial data and peer signal. Patients want clarity on access and out-of-pocket cost. A single research program has to satisfy all four audiences and still inform pricing, positioning, and launch sequencing. Knowing how to conduct healthcare market research at this level separates programs that shape commercial strategy from programs that produce slideware.<\/p>\n

Anchor the Research Design to a Specific Commercial Decision<\/h2>\n

The most productive healthcare market research starts with a decision memo, not a discussion guide. Leaders who draft the decision first (indication prioritization, formulary positioning, launch sequencing, geographic expansion) build research that resolves the question rather than describing the category.<\/p>\n

This shapes three design choices. Sample frame moves from “physicians” to the prescribers, payers, and pharmacy directors who control the specific decision pathway. Stimuli move from concept boards to value propositions tested against the payer value story already in development. Output moves from a market sizing deck to a recommendation tied to a P&L assumption.<\/p>\n

SIS International’s work with global pharmaceutical and medical device manufacturers consistently shows that the highest-leverage healthcare studies blend B2B expert interviews with KOL mapping and patient journey mapping in a single design, because the commercial question rarely sits inside one stakeholder group.<\/span><\/p>\n

Build the Stakeholder Map Before Writing a Single Question<\/h2>\n

Healthcare decisions move through a stakeholder chain. A therapy gains traction when the prescriber, the medical director, the pharmacy and therapeutics committee, the payer, and the patient each see a reason to act. Research designs that interview only physicians miss the binding constraint.<\/p>\n

Effective KOL mapping identifies three tiers: international thought leaders who shape guidelines, regional experts who influence formulary decisions, and community prescribers who drive volume. Each tier requires different recruitment, different incentives, and different stimuli. Mixing them into one sample produces averages that describe no one.<\/p>\n

Patient journey mapping then traces the diagnostic pathway, treatment initiation, adherence, and switching behavior. The points where patients drop off the pathway are usually where commercial value sits. Companies including Novartis, Roche, and Medtronic have built launch strategies around drop-off points identified through ethnographic research rather than survey data.<\/p>\n

Match the Method to the Evidence the Decision Requires<\/h2>\n

Method selection is where most healthcare programs leak value. Quantitative surveys generate confidence intervals but rarely explain switching behavior. Qualitative interviews surface mechanism but cannot size a market. The strongest programs sequence them.<\/p>\n

A practical sequence: B2B expert interviews with twelve to twenty specialists to map the decision logic, ethnographic observation in three to five clinical sites to validate stated behavior against actual behavior, then a quantitative study of two hundred to four hundred prescribers to size and segment. Real-world evidence pulled from claims data calibrates the self-reported numbers against actual prescribing patterns.<\/p>\n

\n\n\n\n\n\n\n\n\n\n
Decision Type<\/th>\nPrimary Method<\/th>\nValidating Method<\/th>\n<\/tr>\n<\/thead>\n
Indication prioritization<\/td>\nKOL interviews<\/td>\nReal-world evidence review<\/td>\n<\/tr>\n
Pricing and access<\/td>\nPayer interviews, conjoint<\/td>\nHTA submission precedent analysis<\/td>\n<\/tr>\n
Launch sequencing<\/td>\nPatient journey mapping<\/td>\nClaims data analysis<\/td>\n<\/tr>\n
Posicionamento<\/td>\nMessage testing, focus groups<\/td>\nQuantitative prescriber survey<\/td>\n<\/tr>\n
Biosimilar defense<\/td>\nInteligencia competitiva<\/td>\nSwitching study with prescribers<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/figure>\n

Source: SIS International Research<\/em><\/p>\n

Engineer the Payer Value Story Into the Research Itself<\/h2>\n

Market access strategy fails when payer evidence is generated after the commercial study, not inside it. The leading manufacturers test the payer value story in the same wave as the prescriber concept, so the message that wins clinical preference is also the message that survives formulary review.<\/p>\n

In structured payer interviews conducted by SIS across the United States, Germany, the United Kingdom, Brazil, and Japan, pharmacy directors consistently rank total cost of care, real-world evidence, and budget impact above efficacy delta when efficacy parity already exists. Programs that surface this hierarchy early reshape the HTA submission evidence package before it is locked.<\/span><\/p>\n

Conjoint analysis with payers, run against a defined comparator set, produces willingness-to-pay estimates that survive scrutiny from finance and market access leadership. Pairing this with a biosimilar competitive intelligence scan keeps pricing assumptions honest as the loss-of-exclusivity window approaches.<\/p>\n

Treat Recruitment as a Strategic Variable, Not a Procurement Task<\/h2>\n

Healthcare research lives or dies on respondent quality. A study of oncologists with five percent of caseload in the relevant tumor type is not a study of the market. Specifications should define caseload thresholds, years in practice, institutional affiliation, and treatment authority. Panel companies that recruit on specialty alone produce data that fails internal medical affairs review.<\/p>\n

The strongest recruitment briefs build in a screening interview before the main interview, conducted by a researcher rather than a panel agent. This adds cost and adds days. It also removes the respondents who would otherwise contaminate the dataset and force a re-field.<\/p>\n

Design for Cross-Border Comparability From Day One<\/h2>\n

Healthcare markets do not generalize. A launch sequencing decision across the United States, Germany, Brazil, and Japan requires research instruments that hold the construct constant while adapting the language, the reimbursement context, and the stimuli. Translation alone is insufficient. The instrument has to be culturally validated by clinicians in each market before fielding.<\/p>\n

Cross-border programs that skip this step generate findings that look comparable in a deck and fall apart in a regional planning meeting. The fix is a small qualitative pilot in each market before the quantitative wave, with the discussion guide refined country by country.<\/p>\n

The SIS Healthcare Research Sequence<\/h2>\n

A defensible program runs in five stages. Decision framing produces the question the research must resolve. Stakeholder mapping defines the sample frame across prescribers, payers, and patients. Qualitative discovery (B2B expert interviews, KOL mapping, ethnographic observation) builds the hypothesis set. Quantitative validation sizes and segments. Synthesis converts findings into a commercial recommendation tied to specific P&L assumptions.<\/p>\n

Companies treating healthcare market research as a sequenced commercial intelligence program, rather than a series of standalone studies, build a knowledge base that compounds across launches. The second indication costs less to research than the first because the stakeholder map, the prescriber panel, and the payer relationships already exist.<\/p>\n

Where Commercial Advantage Sits<\/h2>\n
\"Pesquisa<\/figure>\n

The advantage in healthcare market research now sits in three places: the speed of the qualitative-to-quantitative cycle, the integration of real-world evidence into primary research, and the discipline of tying every study back to a specific commercial decision. Programs built on these three principles produce intelligence that survives executive review and shapes launch outcomes. Knowing how to conduct healthcare market research at this standard is what separates manufacturers who lead categories from those who follow them.<\/p>\n

Sobre SIS Internacional<\/h2>\n

SIS Internacional<\/a> oferece pesquisa quantitativa, qualitativa e estrat\u00e9gica. Fornecemos dados, ferramentas, estrat\u00e9gias, relat\u00f3rios e insights para a tomada de decis\u00f5es. Tamb\u00e9m realizamos entrevistas, pesquisas, grupos focais e outros m\u00e9todos e abordagens de Pesquisa de Mercado. Entre em contato conosco<\/a> para o seu pr\u00f3ximo projeto de pesquisa de mercado.<\/p>\n

\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n<\/p>","protected":false},"excerpt":{"rendered":"

Ao contr\u00e1rio dos bens de consumo ou dos servi\u00e7os financeiros, a compra da maioria dos produtos e servi\u00e7os de sa\u00fade geralmente n\u00e3o \u00e9 opcional.<\/p>","protected":false},"author":1,"featured_media":62420,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[275],"tags":[],"class_list":["post-19289","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-healthcare-market-research","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-50"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/posts\/19289","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/comments?post=19289"}],"version-history":[{"count":13,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/posts\/19289\/revisions"}],"predecessor-version":[{"id":86941,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/posts\/19289\/revisions\/86941"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/media\/62420"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/media?parent=19289"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/categories?post=19289"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/tags?post=19289"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}