DeltaMV Academy

Healthcare market research and behavioural science, taught the way we practise it. Ten modules, ten articles each, built on the frameworks we use with clients every day.

Module 1 · 10 articles

Foundations of Healthcare Market Research

10 of 10 published
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  1. 01What Is Market Research, Really? A Beginner’s Map of the FieldAnalysis/Opinion
  2. 02Why Healthcare Market Research Is Different From Consumer ResearchComparison
  3. 03A Short History: How Pharma & Healthcare Market Research EvolvedAnalysis/Opinion
  4. 04Ethics, Compliance & Data Privacy in Healthcare Market ResearchDefinition
  5. 05Types of Healthcare Market Research StudiesAnalysis/Opinion
  6. 06How a Market Research Project Actually RunsProcess/How-To
  7. 07Qualitative vs Quantitative ResearchComparison
  8. 08Primary vs Secondary ResearchComparison
  9. 09Who’s Who: The Healthcare EcosystemAnalysis/Opinion
  10. 10Common Myths About Market ResearchMyth/Mistake-Busting

Module 2 · 4 articles

Market Research Methodology & Behavioural Science Frameworks

4 of 10 published
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  1. 01Module 2 — Placeholder Article 1Definition
  2. 02Module 2 — Placeholder Article 2Framework/Toolkit
  3. 03Module 2 — Placeholder Article 3Process/How-To
  4. 04Module 2 — Placeholder Article 4Process/How-To
  5. 05Introducing COM-B: Capability, Opportunity, Motivation, BehaviourFramework/Toolkit (coming soon)
  6. 06Make It Easy, Make It Social, Make It Emotional: DeltaMV's Approach to Behaviour ChangeFramework/Toolkit (coming soon)
  7. 07Health Belief Model & Theory of Planned Behaviour, Explained SimplyFramework/Toolkit (coming soon)
  8. 08Nudge Theory in Healthcare: Small Changes, Big ImpactFramework/Toolkit (coming soon)
  9. 09Mixed-Methods Research: Combining Numbers and StoriesDefinition (coming soon)
  10. 10DeltaMV's AdoptToolkit: 25 Ways to Change Prescribing and Patient BehaviourFramework/Toolkit (coming soon)

Module 3

Cognitive Biases & Heuristics in Healthcare Decision-Making

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  1. 01Why Doctors and Patients Don't Decide Rationally (And That's Normal)Definition (coming soon)
  2. 02Anchoring Bias: Why First Information SticksDefinition (coming soon)
  3. 03Availability Heuristic: Why Recent, Memorable Cases Feel More CommonDefinition (coming soon)
  4. 04Confirmation Bias: Why We See What We Expect to SeeDefinition (coming soon)
  5. 05Status Quo Bias & Inertia: Why Doctors Stick to Familiar TreatmentsDefinition (coming soon)
  6. 06Loss Aversion: Why Fear of Losing Outweighs Hope of GainingDefinition (coming soon)
  7. 07Social Proof & the Bandwagon Effect: How Peers Shape Prescribing HabitsDefinition (coming soon)
  8. 08Optimism Bias: Why Patients Underestimate Their Own RiskDefinition (coming soon)
  9. 09The Framing Effect: How the Same Fact Can Persuade or RepelDefinition (coming soon)
  10. 10Putting It Together: A Bias Checklist for Reading Your Next Research ReportProcess/How-To (coming soon)

Module 4

Stakeholder Mapping, Persona & Segmentation

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  1. 01Why One-Size-Fits-All Marketing Fails in HealthcareLandscape/Overview (coming soon)
  2. 02Stakeholder Mapping 101: Who Influences a Treatment Decision?Journey Stage (coming soon)
  3. 03Building a Physician Persona From Real Research DataProcess/How-To (coming soon)
  4. 04Building a Patient Persona That Goes Beyond DemographicsProcess/How-To (coming soon)
  5. 05Caregiver Personas: The Overlooked Decision-MakerProcess/How-To (coming soon)
  6. 06Payer & Hospital Administrator Personas: Following the MoneyProcess/How-To (coming soon)
  7. 07Segmentation Methods: Needs-Based vs Behavioural vs AttitudinalComparison (coming soon)
  8. 08Key Opinion Leaders (KOLs): Mapping Influence NetworksJourney Stage (coming soon)
  9. 09From Persona to Message: Tailoring Content to Each SegmentProcess/How-To (coming soon)
  10. 10Common Segmentation Mistakes (And How to Avoid Them)Myth/Mistake-Busting (coming soon)

Module 5

The MOTIVE Framework – Physician Treatment Adoption Journey

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  1. 01What Is the MOTIVE Framework? DeltaMV's Real Model for Finding and Closing Prescriber LeaksFramework/Toolkit (coming soon)
  2. 02The Adoption Curve: Mapping the 8 Stages Every Prescriber Moves Through, From "Heard the Name" to "Advocate"Journey Stage (coming soon)
  3. 03Heard the Name vs Considering It: Why Early Awareness Doesn't Guarantee a LookJourney Stage (coming soon)
  4. 04Considering It to Trial: Diagnosing Prescribing's Biggest LeakJourney Stage (coming soon)
  5. 05Trial to Narrow Use to Standard of Care: Why "Trying It Once" Rarely Becomes RoutineJourney Stage (coming soon)
  6. 06Standard of Care to Advocate: Turning Routine Prescribers Into Informal KOLsJourney Stage (coming soon)
  7. 07Rejected It vs Moved On: Two Very Different Ways Prescribers Drop Out of the CurveComparison (coming soon)
  8. 08Finding the Motive: How DeltaMV Diagnoses the Human Reason Behind Every LeakFramework/Toolkit (coming soon)
  9. 09Designing and Activating the Shift: From Ranked Actions to an Execution-Ready Market PlanProcess/How-To (coming soon)
  10. 10Friction & Fuel: Why Physicians Resist Change (and What Pushes Them Forward)Framework/Toolkit (coming soon)

Module 6

The Patient Journey – From Diagnosis to Long-Term Adherence

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  1. 01The Patient Journey, Mapped: From Symptom to Long-Term ManagementFramework/Toolkit (coming soon)
  2. 02Diagnosis Stage: The Emotional and Cognitive Load Patients CarryJourney Stage (coming soon)
  3. 03Treatment Decision Stage: How Patients Weigh Options (Often Irrationally)Journey Stage (coming soon)
  4. 04The Dispensing Journey: What Happens Between Prescription and First DoseFramework/Toolkit (coming soon)
  5. 05Adherence vs Compliance: Why the Difference MattersComparison (coming soon)
  6. 06Why Patients Stop Taking Their Medicine (The Real Reasons)Journey Stage (coming soon)
  7. 07Where Patients Drop Off: Mapping Leakage Points in the Treatment FunnelFramework/Toolkit (coming soon)
  8. 08Digital Health Tools and Their Real Impact on AdherenceLandscape/Overview (coming soon)
  9. 09Patient Support Programs: What Good Design Looks LikeProcess/How-To (coming soon)
  10. 10From Patient to Advocate: Building Long-Term LoyaltyJourney Stage (coming soon)

Module 7

Omnichannel Engagement in Healthcare

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  1. 01What "Omnichannel" Really Means (And What It Isn't)Definition (coming soon)
  2. 02Omnichannel vs Multichannel: A Simple ExplanationComparison (coming soon)
  3. 03Mapping Channels to the Physician and Patient JourneyFramework/Toolkit (coming soon)
  4. 04The Role of Field Force in an Omnichannel WorldLandscape/Overview (coming soon)
  5. 05Digital Channels: Email, Web, Apps and Their Place in the MixLandscape/Overview (coming soon)
  6. 06Content Strategy for Omnichannel: One Message, Many FormatsFramework/Toolkit (coming soon)
  7. 07Data and CRM: The Backbone of Omnichannel PersonalizationLandscape/Overview (coming soon)
  8. 08Mental Availability: The Real Metric Behind Omnichannel SuccessFramework/Toolkit (coming soon)
  9. 09Omnichannel Pitfalls: Channel Overload and Message FatigueAnalysis/Opinion (coming soon)
  10. 10Building an Omnichannel Plan From Scratch: A Beginner's FrameworkProcess/How-To (coming soon)

Module 8

Category Deep-Dives – Ethical/Rx, OTC, Vaccines, Devices & Diagnostics

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  1. 01Researching Ethical/Rx Pharmaceuticals: What Makes Prescription Drug Studies UniqueLandscape/Overview (coming soon)
  2. 02Generic vs Originator Rx Drugs: What Research Reveals About TrustComparison (coming soon)
  3. 03Researching OTC Products: How Self-Selecting Consumers Change the Research PlaybookLandscape/Overview (coming soon)
  4. 04Rx-to-OTC Switch Research: What Changes When a Prescription Becomes Self-CareLandscape/Overview (coming soon)
  5. 05Researching Vaccines: Public Trust, Policy, and BehaviourLandscape/Overview (coming soon)
  6. 06Vaccine Hesitancy: What the Research Actually Shows (And What It Misses)Analysis/Opinion (coming soon)
  7. 07Researching Medical Devices: Different Buyers, Different JourneyLandscape/Overview (coming soon)
  8. 08Medical Equipment Procurement: Who Really Decides?Landscape/Overview (coming soon)
  9. 09Researching Diagnostics: The Hidden Layer Behind Every Treatment DecisionLandscape/Overview (coming soon)
  10. 10Cross-Category Lessons: What Rx, OTC, Vaccines, Devices & Diagnostics Can Learn From Each OtherAnalysis/Opinion (coming soon)

Module 9

From Insight to Impact – Commercial Strategy & Business Translation

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  1. 01Why Good Research Often Fails to Change AnythingAnalysis/Opinion (coming soon)
  2. 02The Insight Pyramid: From Raw Data to Actionable InsightFramework/Toolkit (coming soon)
  3. 03Writing Insights People Actually Act OnProcess/How-To (coming soon)
  4. 04From Insight to Brand Strategy: Closing the LoopProcess/How-To (coming soon)
  5. 05From Insight to Sales Force Sizing and TargetingProcess/How-To (coming soon)
  6. 06The Laddering Technique: Turning Product Features Into Emotional Selling StoriesFramework/Toolkit (coming soon)
  7. 07Building a Business Case From Research FindingsProcess/How-To (coming soon)
  8. 08Presenting Research to Executives: What They Actually Want to HearProcess/How-To (coming soon)
  9. 09Tracking Impact: Did the Insight Actually Work?Process/How-To (coming soon)
  10. 10Building an Insight-to-Action Culture Inside Your OrganizationAnalysis/Opinion (coming soon)

Module 10

Digital Innovation, AI & The Future of Healthcare Market Research

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  1. 01AI in Market Research: Hype vs Reality for HealthcareComparison (coming soon)
  2. 02AI-Powered Surveys and Synthetic Respondents: What's Actually Ready TodayDefinition (coming soon)
  3. 03Natural Language Processing: Reading Patient and Doctor Sentiment at ScaleDefinition (coming soon)
  4. 04Predictive Analytics: Forecasting Adoption Before It HappensDefinition (coming soon)
  5. 05Generative AI in Content and Insight Reporting: Promise and PitfallsFramework/Toolkit (coming soon)
  6. 06Digital Biomarkers and Passive Data: A New Kind of EvidenceDefinition (coming soon)
  7. 07Ethics, Privacy, and Compliance in AI-Driven Healthcare ResearchDefinition (coming soon)
  8. 08AI-Assisted Physician & Patient Segmentation: Faster Personas, Same Rigor RequiredFramework/Toolkit (coming soon)
  9. 09When AI Gets Healthcare Research Wrong: Bias, Hallucination & GuardrailsMyth/Mistake-Busting (coming soon)
  10. 10Looking Ahead: The Next 5 Years of Healthcare Market ResearchAnalysis/Opinion (coming soon)

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