Qualitatively Speaking: The prescription for effective physician interviews

By Sheryl Bronkesh | January 1, 2004

Reading time: 4 minutes

Abstract

Physicians are difficult to reach and in high demand as research participants. But by using well-trained interviewers and making the research process interactive, the author argues that companies can conduct successful studies that satisfy both the respondent and the organization sponsoring the research.

Research Topics:: Focus Groups | Low Incidence Research | Qualitative Research | Recruiting-Qualitative
Industry/Market Focus:: Health Care (Healthcare) | Medical | Physicians
Content Type: Qualitatively Speaking

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With health care as the largest sector of the U.S. economy, executives throughout the industry are keenly interested in the thoughts and behaviors of physicians. Qualitative research can be an effective way to gather valuable physician insights. But it is important to recognize this segment can also bring with it challenges. Conducting research with physicians often requires not only research skill, but also content knowledge. Based on our experience interviewing physicians and moderating physician focus group sessions, my colleagues and I have developed a number of strategies to help ensure successful outcomes.

Get in line

Competition for this group of professionals by pharmaceutical and medical device companies, hospitals and managed care organizations, to name a few, can make recruiting a challenge. Consider the following when determining how to go about recruiting and what incentives to offer physicians.

Compensate for their time. Most physicians we talk to admit that they don’t participate in research without receiving some form of compensation. They may make exceptions if the research is academic or charitable in nature.
What to pay? The range of what is considered acceptable varies greatly and depends on the specialty of physician needed. Also take into consideration whether the interview is by phone or in person or is an Internet survey that can be done at any time. If the interview is done in person, what is the time investment for the research, including travel time? Carefully consider the honorarium you are offering and whether or not it is enough to attract the right kind of participant to your study. You’ll know fairly quickly if you are in the ballpark. We’ve paid up to $1,000 for an involved focus group of specialists. Telephone interviews generally range from $150 to $300. Be sure to recruit early - doctors’ schedules book far in advance.
Get creative. In our research with doctors, we frequently offer a choice of how they would like to be compensated - either paid directly to them or to their favorite charity. Physicians appreciate having this option.

The interview

Physicians are turned off when it is obvious that the researcher they are dealing with has little knowledge of the subject matter, yet is charged with asking clinical questions or explaining medical details. One physician told me that he often feels talked down to by an interviewer who has a very superficial knowledge of the topic. Giving participants a perception that the person they are talking with understands the subject matter will result in more complete answers and more valuable insights so critical to qualitative research. How can you accomplish this?

Do your homework. While it is not necessary to know all the intricacies of a disease or a drug’s mechanism of action, it is imperative to know the basics of the condition or procedure, treatment options and impacts. Make sure that your interviewer or moderator has learned the material necessary to discuss the topic intelligently.

A recent experience conducting an in-depth telephone interview with a subspecialist reinforces this point. After a long and complicated series of questions and probes, I asked the doctor about a response he had just given that seemed to contradict something he had said earlier about the properties of a specific drug. He expressed amazement that I understood the subject matter well enough to have caught the misstatement. When we finished, he thanked me for the “stimulating” hour-long exchange and commented that this wasn’t like most interviews in which he often rushes through the answers because he knows the interviewer doesn’t have a clue about what he is saying.

Hire researchers comfortable interacting with medical professionals. An interviewer or moderator must not only be knowledgeable on the subject, but comfortable interacting with medical professionals and not easily intimidated. However, you also want someone skilled at interviewing, rather than a person with a medical background (such as a moonlighting doctor or nurse) with no research experience.
Make the process interactive. Telephone interviews, one-on-one interviews and focus groups are all very effective qualitative research methods because of the opportunity for two-way or group interaction. These methods provide for both in-depth and lively discussions. Doctors tell us that these settings are most likely to produce the richest information because interactive research allows for instantaneous feedback, and many feel that writing answers on an online survey takes too much time (especially if the doctor is not adept at typing).
Probe. The goal of any research is to uncover. Don’t be intimidated by something that you don’t know. If a point is raised that is unfamiliar, follow up with something like, “That is a point I hadn’t heard before; please tell me more.” Or, “That is a side effect I’m not familiar with; what are its manifestations?”
Maintain control. Whether it is a one-on-one interview or focus group forum, it is not uncommon for physician participants to get off-task. Some perceive this as their opportunity to get on a soapbox; others may unknowingly wander off-subject and pontificate. A proficient interviewer or moderator must be skilled at reeling in participants, when necessary.

The bottom line

Qualitative studies are not an inexpensive undertaking. Effective discussion guides take time to develop; more time is needed to select and educate experienced interviewers or moderators; recruiting the right participants is a time-intensive job.

After all of your creative thinking, planning, studying and implementation, you are now on your way to helping clients make those strategic decisions requiring insights from physicians.