NEW YORK, Sept. 20, 2016—Kantar Health, a leading global healthcare consulting and market research firm, has won a WPPed Cream Award. The honor, given for Kantar Health’s innovative and engaging survey design aimed to reawaken healthcare providers’ interest in market research, was awarded in the category of communication to healthcare professionals.
With fewer people willing to participate in market research surveys, Kantar Health’s team focused on four key areas to stimulate physicians’ interest: irresistible invitation letters, creative open-ended questions, shorter surveys, and iconography that makes answering quick and fun.
These changes resulted in key satisfaction metrics among respondents increasing 10%, and more than 80% of those completing the online surveys said they were “enjoyable” or “very enjoyable.” One respondent called Kantar Health’s new online surveys “the best survey I participated in ever.”
John Zweig, WPP’s Chairman, Healthcare and Specialist Communications, commended the survey design as “illustrating the opportunities for creativity in all areas of our client services.”
The WPPed Cream Awards recognize the very best work produced by WPP companies in all disciplines across nine categories. All WPP agencies have the opportunity to compete and be recognized for outstanding work that has provided growth and brand value to their clients.
“I’m delighted that innovation from Kantar Health has been recognized in this way by WPP,” said Stephen Potts, Managing Director, Kantar Health UK. “We are committed to making research engaging and fun for our respondents as we know that this improves our data quality and response rates.”
About Kantar Health
Kantar Health is a leading global healthcare consulting firm and trusted advisor to many pharmaceutical, biotech, and medical device and diagnostic companies worldwide. It combines evidence-based research capabilities with deep scientific, therapeutic and clinical knowledge, commercial development know-how, and brand and marketing expertise to help clients evaluate opportunities, launch products and maintain brand and market leadership.
Kantar Health deeply understands the influence of patients, payers and physicians, especially as they relate to the performance and payment of medicines and the delivery of healthcare services. Its 600+ healthcare industry specialists work across the product lifecycle, from preclinical development to launch, acting as catalysts to successful decision-making in life sciences and helping clients prioritize their product development and portfolio activities, differentiate their brands and drive product success post-launch. Kantar Health is part of Kantar, the data investment management division of WPP. For more information, please visit www.kantarhealth.com.