The right questions and the right answers

We believe that the most meaningful answers come by combining two kinds of research:
market research and health education research.

Connecting the dots: market research

Traditional market research collects key data about a specific audience, such as socioeconomic and demographic variables, channels frequented, and general behavioral patterns. It answers questions such as:

• Who is the audience?  How many audience members are there?
• How are they different from one another?  
• How and where do we find them?  
• What factors influence their experiences with a condition, a treatment, or a specific product?

Painting the picture “from the inside”: health education research

This form of research explores the very textures of patients' lives and the far-reaching consequences of their condition. We look for answers to questions such as:

• What are the effects of a condition on the patient’s physical and cognitive abilities? How would lessened abilities impact learning?
• How do cultural factors impact a patient’s motivation or preferences?
• What are the most significant educational opportunities?
• When, where, and how can we best meet patient needs?

The whole picture, inside and out

Together, these two research perspectives provide our clients with a portrait of their patients that is both accurate and evocative. It’s the type of complete knowledge that establishes the foundation for more effective strategies and programs. As one client put it, “HealthEd’s whole approach is science based. They use their experience and credentials to conceptualize the patient, creating a model in which they can affect positive change."

An enduring influence

The quality of our findings feeds into our strategy development and consulting services, which we help clients maximize synergies around patient needs for their brands. And creative teams look to our research not just for inspiration but also for precise descriptions of patient needs and abilities. This information can help to inform and enhance the health literacy, relevance, and usefulness of our education and communication materials.