Health Professionals Become 'eVillagers'

In the UK, custom healthcare specialist Insight Research Group has launched an online pharmaceutical MR community called 'eVillage', to help brands engage with a wide array of healthcare professionals ('HCPs').

The firm's new eVillage platform enables clients to communicate with HCPs in a way which the firm believes provides 'deeper insights' than would be possible with more traditional forms of research.

Through the invitation-only forum, 'eVillagers' (respondents) can give feedback in their own time and, if necessary, over a sustained period, to enable brands to address specific questions, set objectives for their business, and structure their marketing campaigns based on direct feedback.

eVillagers are able to take part in a range of individual and group activities - ranging from blogs, video diaries, forums, message boards and personal diaries to voting and polls - where they can share and exchange views on specific healthcare issues.

In a recent trial for NHS London, the new platform was used to address late diagnosis of HIV, the lack of awareness and stigma associated with HIV, and to encourage more people to get tested. According to the study, eVillagers were willing to reveal thoughts and feelings that they had not previously shared, and NHS London plans to use this feedback to roll out an awareness-raising campaign.

'Our clients are constantly asking us how they can really get below the surface and go deeper to better understand HCPs and other key stakeholders,' explains Commercial Development Director, Lee Gazey. 'Through eVillage, we have created a platform that will reach HCPs and patients in one place, helping brands to be more efficient when planning and structuring their marketing campaigns, when looking for new product development ideas, and when tracking brand or therapy area related issues.'

Web site: www.insightrg.com .