FORT WASHINGTON, Pa, October 14, 2008 – Verilogue, a leading pharmaceutical market research firm that captures and analyzes authentic physician-patient interactions, will discuss the opportunities that exist to understand and shape customer attitudes and behaviors at the clinical point-of-practice. Specifically, Verilogue’s case study presentation at the Pharmaceutical Market Research Group (PMRG) Institute in Philadelphia later this month will examine the influence physician communication behaviors have on patients’ willingness to accept treatment recommendations and take specific brands.
“The dialogue that occurs between physicians and patients is a fertile, untapped source of information,” noted David Franke, Verilogue’s Manager of Analytics. “From a linguistic and discourse perspective, we are able to understand how real-time information is communicated, interpreted and internalized by both physicians and patients in clinical settings. What’s exciting is linking these communication practices to latent and explicitly expressed physician and patient attitudes, revealing opportunities to shape the information and relational exchanges that occur between physicians and patients.”
Verilogue’s presentation will demonstrate how three complementary views into data – traditional market research, linguistic and discourse analysis, and natural language processing algorithms – can provide deep insights into the relationship between physician and patient values, attitudes and beliefs, market events, and corresponding clinical and health-related behaviors.
“This presentation illustrates the rich findings Verilogue’s approach and technology uncovers — findings that cannot be derived from more traditional market research methods,” remarks Jamison Barnett, Verilogue’s Vice President. “By analyzing hundreds of authentic physician-patient interactions within and across several disease categories, we are able to identify and interpret a wide range of behavioral and attitudinal trends among broad and specific physician and patient segments,” added Mr. Barnett.