Conference Case Studies

Assessing the effectiveness of education received at the booth. Client response: “This is awesome.”

vfVogel Farina, an agency supporting a drug manufacturer in its ASCO (American Society of Clinical Oncologists) presence, wanted to understand the effectiveness of education disseminated to physicians at their booth at ASCO .

How Truth On Call helped: We conducted 4 text message based questions of physicians attending ASCO by asking them if they were aware of the manufacturer before ASCO, to rate effectiveness of education received at this manufacturer’s booth and if they had visited the both, what they would do next with the information they received and if they would use the QR code received at the booth.

Outcome: About 50% were aware before ASCO of this particular manufacturer and the booth had a positive impact on them. All physicians were going to research the product more on their own post-conference. The QR code was going to be used by about 2/3rds of physicians who received it.

Assessing the impact of a conference on your brand. Client response: “Perfect.”

A drug manufacturer was curious what a certain physician specialty thought of their drug, and if the annual conference for that specialty had measurable impact.

How Truth On Call helped: Before the conference we ran a 15 question survey of physicians who would be attending their annual conference. During the conference we conducted 6 text message based questions of these physicians to get their perspective on conference proceedings and the manufacturers presence. After the conference we conducted a follow on survey to determine impact. All of this was correlated with IMS decile.

Outcome: It is clear that certain messages were not clear pre-conference and that the conference helped in clarifying the message. That message needs to be reinforced in sales calls.

During ASCO (the major Oncology conference). Client response: “No other way I could have done this.”

ascoAn analyst at a hedge fund needed to understand what physicians thought of a trial’s results presented at ASCO (the American Society of Clinical Oncology).

How Truth On Call helped: Ask 100 oncologists at ASCO, “What is your impression of the results of the XYZ trial? A Groundbreaking findings, B Very compelling, but I have 1-2 questions, C Interesting but I have several questions, D Not interesting. Respond A, B, C, or D.”

Outcome: The trial is considered groundbreaking or very compelling by 80% of physicians. The implications for the company sponsoring the trial are very positive.

Breaking News about a stock (ITMN) at a conference (The American Thoracic Society). Client response: “A 7% price increase in the stock, that we got a jump on thanks to the Truth On Call survey.”

The  American Thoracic Society (ATS) made a surprise announcement, on the Thursday before their annual meeting, that they would be hosting a press conference Sunday to release the full Phase III data of 2 drugs which treat IPF.  The financial markets had been extremely focused on the details of the pirfenidone and nintedanib studies.  Understanding which of the two drugs physicians viewed as superior would be essential in determining market share.  Given the short time frame, investors required real time quality data to guide their decisions.

How Truth On Call helped: Truth On Call, with a survey designed by Slingshot Insights, was able to rapidly react to the market need and executed a survey within an hour targeted to 31 pulmonologists who attended the press conference at ATS.  The survey dealt with efficacy, side effect profile, and physician preference of the two drugs. The result was that ~75% of the doctors would prescribe pirfenidone over nintedanib.

Outcome: The information was available to clients before the market opened Monday.  This allowed investors that purchased the survey to decide how to invest before the market opened.  Despite being up only 7-8% in the first half hour, as analyst notes and upgrades continued to roll in, the company closed the day up ~14%.  The timeliness of the data was particularly valuable to our clients.

To see other, non-conference case studies, click here.