Trilogy Logo Trilogy Tidings
 September 2018
in this issue
     Market and commercial success are unlikely in the medical domain unless and until clinical insight is achieved and acted upon. I address two proven tools to that end, checklists and physician interviews.

Checklists Work -- Use Them

Think about your last commercial or private flight. What goes on up front before takeoff? What happens is that several checklists are read out and verified. Why is this done, despite the fact that everyone in the cockpit is already well aware of all the required pre-flight requirements? Because human memory is flawed; we have to be reminded every time so nothing is overlooked, lest the folks in back get surprised during their trip in a very unpleasant way.
So what do pre-flight checklists have to do with achieving clinical insight as part of the medical new-product process? Actually, not much. It's just my ridiculous overreach in defining a metaphor.

But I should be excused because the principle is the same. If you want to avoid missing any important criteria in your assessment of a new-product idea, you need to develop your own comprehensive checklist, then answer every question to the best of your ability as every new-product concept is evaluated.
To get you started, here's my own take on a Benefits Assessment for New Medical Products.
You're welcome!
Proven Techniques: Physician Interviews
There are now numerous ways to interact with healthcare providers in order to achieve clinical insight, the most popular today being online surveys and panels. All to the good, of course. But sometimes there's just no better methodology, especially with physicians and other key opinion leaders, than direct personal interactions.
I addressed this very issue in June by ranking the various insight-contributing methodologies and sharing our experiences in one particular engagement during which many of these various methodologies were employed in multiple steps. Full, personal, interactive discussions among the physician experts ultimately made all the difference.
Now I'd like to focus in particular on physician interviews. Physician interviews conducted in person or on the phone are seldom easy to arrange and usually not inexpensive. However, they are often by far the best approaches. So be prepared to engage those folks by those means to truly come to understand whether and how they are likely to engage with new products and technologies in delivering patient care.
I offer some guidance on one-to-one physician interviews based upon our several decades of experience with those research methods in my whitepaper, Gaining Clinical Insight: Physician Panels.
I hope you find my suggestions useful.     
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ContactInfoJoseph J. Kalinowski, Principal