What Drives Physician Participation in Market Research?

Physician participation is at the heart of successful market research, but the decision to take part isn’t always straightforward.

We surveyed 139 Canadian and 150 U.S. physicians to understand what motivates them, which invitations they are more likely to accept and where recruitment challenges may arise. 

Physicians are overwhelmingly positive about market research. More than nine in ten view it as an important way to share their perspectives with the pharmaceutical industry, and 95% say they enjoy participating.

But that enthusiasm doesn’t always translate into participation. One-third of Canadian GPs and one-quarter of Canadian specialists say they are taking part less often than they did a year ago. In the U.S., the same is true for one-fifth of primary care physicians and one in ten specialists. 

Physicians also estimate that they participate in only about half of the studies they are invited to: 57% in Canada and 48% in the United States. 

So, what makes a physician say yes to one study and pass on another? 

Our study found that convenience matters. Interest tends to be higher when studies require no travel and offer flexibility in scheduling, making them easier to fit into an already busy day. The topic of the research also plays a role, as do the amount and format of the incentive. 

And some topics naturally generate more interest than others. Physicians were most interested in research involving new or soon-to-be-launched products, followed by studies exploring the use and perception of brands within a therapeutic area. Patient support programs and services also attracted strong interest. 

Physicians clearly see value in market research, but their time is limited. A compelling topic, a manageable time commitment, flexibility and an appropriate incentive can all make a study more appealing. Communicating those strengths clearly in the invitation can help turn physician interest into participation.