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Case Studies
Burke ad testing identifies leading promise statements for national healthcare organization
Healthcare Organizations and Associations
Business Situation:
The client and its advertising agency had developed several potential "promise statements" that would drive its advertising campaign the following year. Based on previous positioning and branding research, six statements had been developed that convey different aspects of what the organization promises to deliver to its customers. Selecting a research partner was a strategically important decision; the client wanted to be sure that the research conducted was on target with the project objectives. The client perceives Burke as the "thought leader" for quality research, and selected Burke as their research partner for that reason.
Research Objectives:
  • The primary objective of this research project was to determine which promise statement was most compelling, believable, and most likely to motivate consumers to take action (e.g. contact, donate, or volunteer).
  • A secondary objective was to assess how the winning statement(s) compare to the promise statement underlying the current ad campaign, thereby providing a benchmark level to further understand the relative appeal of the new promise statements.

Method:
Online interviews with a national panel of consumers
Outcome:
Two statements were clearly identified as the leading candidates. The client used elements of both to formulate their final approach for the planned campaign.
Burke aids biotechnology company with internal customer satisfaction project
Biotechnology
Business Situation:
The corporate finance function of a biotechnology company wanted to increase the depth of their staff's knowledge, expertise and skills in order to increase internal customer satisfaction and add value to the services they provide. Burke's ability to provide structure and framework to a "vague and loose" set of objectives was the primary reason this biotech company enlisted Burke as a research partner.
Research Objectives:
  • Assess present status of finance function relative to staffing, skill sets and meeting customer expectations
  • Assess customer satisfaction and expectations
  • Assess employee engagement and identify drivers of engagement
  • Identify the staffing and skill sets needed to meet business and customer requirements
  • Establish a baseline measure for assessing internal customer satisfaction, which can be tracked over time
  • Prioritize results to guide targeted action planning

Method:
  • Qualitative: in-person focus groups with employees and customers
  • Quantitative: dual Web surveys among employees and customers
Outcome:
Burke recommended an "outside-in" approach for improvements to begin with customers. This biotechnology client is currently working to identify customer needs, determine knowledge skills and abilities required to meet customer needs, develop an organizational skills plan based on requirements and identify "standards of performance" from customers.
Burke develops ongoing research program for pharmaceutical - Rx brand equity and loyalty assessment
Pharmaceuticals - Rx
Business Situation:
An international marketer of prescription medications for neurological conditions sought development of an ongoing research program to assess competitive brand equity and loyalty.
Research Objectives:
  • Assessments among primary care physicians and neurologists
  • Measurement of key elements of brand recognition and regard among physicians, to include assessment of perceived efficacy and impact on patients’ quality of life

Method:
Quantitative, online tracking
Outcome:
The client developed competitive brand equity and loyalty tracking metrics. The client was also able to measure message retention among target physicians, which in turn led to the understanding of alignment in communications between physicians and the client's sales force. The findings of this project led to valuable analysis of linkage between attitudes and perceptions and prescribing behavior.
Burke helps pharmaceutical - Rx client determine optimal product positioning and communication strategy
Pharmaceuticals - Rx
Business Situation:
Prior to introduction of a new medication for relief of a specific male sexual health condition, our client needed to determine the optimal product positioning and communication strategy, on an international basis. Burke was chosen primarily because of our ability to handle both qualitative and quantitative aspects of the study. Just as importantly, our relationship with research partners across the globe gave our client the confidence we could efficiently manage the study across all four countries.
Research Objectives:
  • Determine the optimal product positioning
  • Determine the messaging that best communicates that positioning

Method:
A two-stage research process was implemented:
In Stage One, qualitative research was conducted to create and evaluate alternative product positionings. These positionings were refined and then tested quantitatively in Stage Two, in order to select the best positioning for eventual direct-to-consumer advertising.
Both stages were conducted in the United States, Mexico, Germany and Italy. An Internet data capture method was used for Stage Two. Both men and their female partners were surveyed.
Outcome:
At the conclusion of Stage Two, the client had successfully identified the product positioning that maximized motivation to not only a) contact a doctor, but also to b) seek additional information and c) discuss with partner. A copy strategy was then built around this positioning.
Burke identifies optimum product configuation for over-the-counter drug manufacturer prospects
Over-the-Counter Drug Manufacturers
Business Situation:
Prior to conversion of our client's Rx medication to over-the-counter (OTC) status, consumer feedback was obtained to provide directional guidance in optimization of physical product specifications for prospective OTC formulations to use in clinical trials and ultimately, marketplace introduction. Burke was chosen as the research partner because our proprietary COSMOS protocol was able to take a set of variables that would lead to over 1,800 potential product combinations, and identify the "winner."
Research Objectives:
  • Determine the optimal product configuration that maximizes purchase interest
  • Specific variables measured included dosage (e.g. one versus two tabs), dosage frequency and duration, color, package type (e.g. bottle versus blister pack), onset of action and form
Method:
A mall intercept screening was conducted among a sample analgesic users, who completed a self-administered online survey at the mall. Burke utilized our COSMOS hybrid conjoint protocol, which obtains desirability and importance ratings for attributes and levels, then modest respondent-level utilities in order to determine the optimal product configuration.
Outcome:
The optimal product configuration was identified and a simulator developed that could predict purchase interest for any product configuration among any segment of consumers. The product attributes with the highest utility were developed and tested in clinical trials.
Burke identifies physician market segments for HIV treatment
Pharmaceuticals - Rx
Business Situation:
Our client was in need of a greater understanding of the attitudes and behaviors of physicians with respect to various HIV treatment therapies, in order to more effectively market their product offering, assess competitive strengths and weaknesses, and determine how treatment varies by first versus second line therapy and patient type. On the front end of the project, Burke's expertise in data collection ensured that we would reach our quota, despite a limited sample and a complex subject matter. On the back end, Burke's expertise in data analysis provided an actionable segment solution.
Research Objectives:
  • Determine first and second line therapy prescription behaviors
  • Determine if therapy varies according to patient type
  • Determine the most important treatment considerations
  • Determine satisfaction with available medications

Method:
A telephone interview was conducted among the client supplied sample of 200 physicians treating HIV-positive patients.
Outcome:
Separate and distinct physician segments were identified based upon their attitudes towards HIV treatment. The segments were profiled according to brand perceptions and prescribing behavior, allowing the client to effectively market a new form of their HIV medication, which provided dosing and patient compliance benefits.
Burke links favorable attitudes with market share for medical diagnostic equipment company
Diagnostics or Diagnostic Equipment
Business Situation:
A major medical diagnostic equipment company was interested in validating the link between customer attitudes and customer behavior - e.g. if customers that report more favorable attitudes also provide increased business to the firm. This client sought partnership with Burke for our multi-industry experience designing research to effectively link different data, such as customer attitudes and customer behavior.
Research Objectives:
  • Examine the linkage between customer attitudes, as measured through research surveys, and customer behavior as measured in the company's books of business
  • Identify the key components of customer attitudes that are the strongest drivers of customer behavior
  • Identify specific behavioral elements that are driven by customer attitudes
  • Help prioritize alternate improvement initiatives that have the highest impact on customer attitudes and therefore on customer behavior towards the firm

Method:
  • A qualitative design phase to identify available customer attitudinal and behavioral data, and the feasibility of conducting linkage analysis
  • A subsequent quantitative modeling analysis to establish the links between customer attitudes and customer behavior. The analysis was conducted for multiple end customer locations serviced by the firm.
Outcome:
The analysis clearly showed that customers with more favorable attitudes gave a higher share of their medical diagnostic equipment business to the firm. Further, the analysis helped the client prioritize among alternative customer-centric initiatives that could optimize customer attitudes, and therefore the client's share of business with these customers.
Burke measures client loyalty to healthcare organization
Healthcare Organizations and Associations
Business Situation:
The client had previously conducted quantitative research among its broad base of customers to determine their level of customer satisfaction. This measurement was conducted using internal volunteers as interviewers who administered telephone interviews to the sample of customers. The client's board of directors wanted to know if there are any important differences among their top tier of customers (top 150 customers) compared to the broader customer base. They further wanted to know how dependent the relationships might be on the personal commitment of the customer contact person at the customer, or the personal relationship between that contact person and the client's main representative. Burke was selected for this project due to our understanding of the sensitivity involved with interviewing million dollar revenue producing customers of the clients. The client trusted that Burke would complete the process without disturbing or disrespecting this important customer base.
Research Objectives:
The primary objective of this research project was to determine if the strength of commitment among the very top tier customers of the client is different from the broader base of customers who have been previously surveyed by the client using internal interviewers to accomplish data collection.

Method:
Telephone interviews with top customers based on client supplied list were conducted. A similar questionnaire was used to the one employed in previous research so that relative differences and/or similarities between this customer segment and other customer segments could be identified. Additional qualitative probes were added to explore how much the relationship was dependent on the personal relationship with the primary contact at the client or whether the commitment was more broadly dependent on common organizational goals between the client and the customer.
Outcome:
Strength of commitment among this group of customers is similar to other groups. Given the importance of each of these top tier customers, results were also closely examined at the individual respondent level rather than just through aggregate data groups.
Burke measures consumer price sensitivity in digestive disorders over-the-counter pharmaceutical market
Over-the-Counter Drug Manufacturers
Business Situation:
Our client's dominant brand was being threatened by the growth of private label brands in its category. It was unclear if the price variable in the marketing mix was optimized. Burke was selected because of our proprietary pricing protocol, which had been successfully used by this client to optimize pricing for other brands in other categories.
Research Objectives:
  • Determine the optimal price for the client brand
  • Understand how consumers react to price changes, e.g. is the brand price elastic or inelastic?
  • Model a demand curve

Method:
Mall intercept data collection. Burke's PRIMAR pricing protocol was used among a sample of category users.
Outcome:
Measurement of consumer price sensitivity to our client's brand and competitive products was obtained. Based on identification of a relatively elastic demand curve, the client implemented a price reduction, which led to increased market share.
Burke research adds insight to surgical infection prevention consumer packaged goods (CPG) launch
Disposables
Business Situation:
A major medical products company was interested in launching a packaged product for surgical infection prevention. The client team wanted to understand if the product would be met with market interest and which product features and package components should be included in the final product to stimulate market uptake.
Research Objectives:
  • Gain insight into current infection control and purchasing practices
  • Obtain overall reactions to concept
  • Uncover utilities of various product features and package components
  • Determine optimal product design and price
  • Collect feedback regarding specific likes/dislikes, likelihood to use or not and rationale
  • Capture design modification suggestions for further improvement

Method:
Quantitative Web survey using targeted Web sample to recruit:
  • Intensivists/critical care physicians
  • Critical care and infection control nurses
  • Infection control practitioners
Outcome:
Our client decided to proceed with the launch of this product and modified the product based on research findings. The infection control product has already been introduced in Europe and will be launched in the U.S.
Burke research aids direction of medical devices diabetes test strip marketing materials
Medical Devices
Business Situation:
The client company recognized that a significant share of test strip volume was consumed by “intensively managed” patients with diabetes, but they had no specific marketing programs or communications targeting these patients directly, or indirectly through the health care professionals who treat them. This study was conducted to provide management a better understanding of the brand awareness, brand usage and brand attitudes in the blood glucose monitor market among these patients. The information would be used to help create marketing communications or other programs directed to these intensively managed patients. Burke was chosen as the supplier because of our long-standing relationship with this client. The client felt Burke has had a strong consultative approach when uncovering recommendations and actions.
Research Objectives:

Method:
Online internet research using targeted panels to find intensively managed diabetes patients
Outcome:
The client developed products and communications that are more effectively targeted to the usage and needs of intensively managed diabetes patients and identified opportunities/threats or strengths/weaknesses for client’s products in this key target market. A greater understanding of brand loyalty and potential conversion across the base populations as well as key subgroups and of demographic and psychographic profiles of key subgroups within the population was also realized by the client.
Burke research aids pharmaceutical - Rx with strategic planning
Pharmaceuticals - Rx
Business Situation:
A major manufacturer of pharmaceuticals was in the process of preparing for their next years' strategic plan. As part of the process, they wanted to reveiw the prior year's strategic planning process and gain input from marketers to see if they could improve. Burke was the partner of choice because of our understanding of organizational behavior and strategic planning processes. The client felt that Burke's executive-level staff would be best suited for interacting with and engaging their top-level marketers.
Research Objectives:
Discuss the last year's progress with a broad variety of marketers to understand if the current process is working and if not, what can be done to improve.

Method:
In-person and telephone in-depth interviews
Outcome:
Although the overall process received much praise, some key improvement opportunities were uncovered regarding the timing of the process, the documents used in the process and management of the information following the planning cycle. Overall, the team was given enough direction to make specific changes to the processes and the tools for the next year's cycle.
Burke research drives pharmaceutical - Rx client's sampling improvements
Pharmaceuticals - Rx
Business Situation:
A major pharmaceutical company wanted to improve the visibility, storage, distribution and ease of use of physical and alternative pharmaceutical samples. This pharmaceutical client sought partnership with Burke for our multi-industry experience designing research to effectively test and improve product packaging.
Research Objectives:
  • Gain insight into current market usage of pharmaceutical samples in general
  • Understand overall perceptions and usage of alternative samples
  • Identify perceived barriers to adoption of alternative samples
  • Garner opinions about strengths and weaknesses of multiple package prototypes
  • Determine preference between package prototypes
  • Capture design modification suggestions for further improvement

Method:
Qualitative: in-person focus groups with
  • Physicians (endocrinologists, neurologists, PCPs and psychiatrists)
  • Patients
  • Pharmacists
Outcome:
Our client is currently in the process of sharing this information internally to make updates and changes to sampling packages and information inserts. In addition, they are considering other augments to their sample program as a result of some of the end-user comments.
Burke research leads to consumer insights for consumer packaged goods (CPG) client in medical disposables market
Disposables
Business Situation:
A major manufacturer of consumer goods wanted to increase understanding of a spectrum of needs within the older adult population. Burke was selected as design and administrative partner in this large study because of previous positive experiences working with other divisions of the client company. Burke's extensive resources and experience base were recognized as a good fit for a study of this magnitude and importance.
Research Objectives:
  • Prioritize market opportunities through better understanding of consumer groups
  • Refine definitions of product requirements
  • Improve marketing efforts to focus on emotional as well as product appeal

Method:
Self-administered interviews among users of various products
Outcome:
The research identified multiple segments defined by attitudes, lifestyle and product usage. This led to insights into product positioning, advertising strategies and store shelf arrangement.
Burke research provides important pricing insight for nutraceutical manufacturer
Nutritional Supplements/Nutraceuticals
Business Situation:
A major manufacturer of nutraceuticals was in the process of evaluating their current market pricing strategy for a product currently on the market. The product was delivered in two forms, one of which was driving the majority of the share due to the current pricing strategy. Burke was selected as the research provider due to our history with this researcher in pricing research and discrete choice design.
Research Objectives:
Overall, the team wanted to find the optimal pricing strategy to drive trial to the higher margin product.

Method:
Online quantitative discrete choice
Outcome:
As the price sensitivity was lower for the current higher share product, a recommendation was made to increase that price in order to drive some trial to the other product at its current price. Although switching between product forms was less frequent, the price sensitivity for the lower share product was higher, and therefore, a price increase was not recommended.
Burke research results in sales rep education and training modifications for pharmaceutical - Rx client
Pharmaceuticals - Rx
Business Situation:
A major pharmaceutical company wanted to understand which drug characteristics motivated two pre-determined segments of physicians to prescribe their drug versus competitive drugs for a specific type of patient. This company was also interested in determining what message would be communicated to one of the physician segments to increase physician written prescriptions of the company's drug. Burke was selected as a research partner for this project due to experience and expertise designing and conducting research that requires a high level of customization.
Research Objectives:
  • Determine current prescribing decision and behaviors by physician segment in the category of interest
  • Understand differences in segment prescribing decision based on type of therapy
  • Uncover attitude, perception and behavior differences and similarities between two physician segments
  • Determine which characteristics drive segment prescriptions of the company's drug versus a competitive drug
  • Capture message evaluations and assess differences in evaluations between two physician segments
  • Prioritize areas of opportunity for increasing prescription share among one segment of physicians

Method:
Quantitative: fax and phone recruit to Web among neurologists and epileptologists
Outcome:
Research findings, including drivers and barriers for prescribing behavior and specific messages to convey to physician segments, have been incorporated into sales representative education and training.
Burke research segments physician market for surgical equipment company
Medical Devices
Business Situation:
Our client, a major surgical equipment company, was interested in understanding physician attitudes and behavior for a new physician market they were entering. Burke was chosen because our client felt that we would work with them to ensure that the research would be actionable within their organization.
Research Objectives:
  • Understand physician attitudes and potential unmet needs within this market
  • Evaluate habits and practices for this physician group
  • Determine whether there are specific segments that could be targeted with new products
  • Prioritize potential target segments and future product development efforts

Method:
Quantitative cluster and discriminant analysis
Outcome:
Physicians were grouped into segments based on similar attitudes and needs. Target segments were selected and sales aids created that aligned with specific attitudes. The discriminant function was programmed into sales force personal digital assistants (PDAs) to assist in tailoring sales presentations.
Burke tracks brand equity for pharmaceutical - Rx client
Pharmaceuticals - Rx
Business Situation:
Our client came to us for a brand equity tracking program that could help them understand what elements of their marketing and sales programs most drive results by their impact on phsyician awareness, brand perceptions and ultimately, physician prescribing behavior. Overall, they wanted to identify the marketing triggers (DTC advertising, sales visits, programs, etc.) that have been most successful in creating downstream business results by linking sales data to physician awareness and attitudes so they can adjust their spending most effectively. This client chose Burke because of our flexibility to customize the brand equity protocol to the pharmaceutical industry as well as to their unique business sitation. We were able to meet their desire for an established brand equity framework, but with the flexibilty to accommodate their unique needs.
Research Objectives:
  • Track multiple key brands in four therapeutic categories
  • Create a custom brand equity metric
  • Determine the impact of marketing and sales programs on physician prescribing behvaiors
  • Create a linkage tool that will allow them to effectively adjust their marketing programs

Method:
Online, using targeted panels: PCPs, neurologists
Outcome:
Burke has started to link secondary data to survey data to produce a simulator to predict change in share, culminating in the ability to provide our client a linkage analysis that will help them evaluate their various marketing and sales programs.
Client uses Burke data to project revenue on healthcare technology market entry
Medical Products and Pharmaceutical Distribution
Business Situation:
A healthcare technology client was considering entry into a new market by licensing existing technology from a pre-identified market incumbent. This client wanted primary data to help support the overall decision and selected Burke as the research supplier due to the complexity of the research design and analysis.
Research Objectives:
  • Determine awareness and usage of various in-market systems
  • Verify the current market share hypothesis through "share of preference" data with the current market scenario
  • Understand the relative importance of various attributes related to the system
  • Determine an optimal pricing strategy
  • Predict share of preference for each manufacturer given various changes to system attributes

Method:
Quantitative web survey with the following physician groups:
  • Dermatologists
  • Plastic surgeons
  • Internal medicine
  • General practitioners
  • OB/GYNs
Outcome:
The client utilized the primary data as inputs into an financial forecasting model developed to project the revenue implications of licensing the technology of interest.
Hospital gains understanding of services' perception through Burke research
Healthcare Providers
Business Situation:
A primary care hospital sought to understand how the hospital could attract more patients from a fast-growing quadrant of their region who tended to travel to more distant competitive hospitals for healthcare services.
Research Objectives:
  • Determine awareness and usage of the hospital and specific healthcare services
  • Understand consumer needs related to hospitals, physicians and diagnostic services
  • Uncover attitudes toward the hospital in comparison to attitudes toward competitive hospitals
  • Understand community residents' likelihood to use a proposed free-standing diagnostic center
  • Understand area physicians' likelihood to refer patients to the proposed diagnostic center
  • Collect information about the demographic composition of the regional quandrant of interest

Method:
  • Qualitative: one-on-one interviews with area physicians
  • Quantitative: telephone interviews with residents of surrounding communities
Outcome:
The hospital gained an understanding of the specific services which were perceived to be inferior to competitors and subsequently decided to open a hospital-affiliated outpatient diagnostic center in a nearby community.
  
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