Physician market research that maps the real path to a prescription.

Physician market research is primary research with doctors and their care teams on how they diagnose, refer, treat and manage patients. The research explains what drives treatment choice in practice, including the workflow, referral and capacity limits that guidelines do not show. Nextyn runs interviews with specialists, nurses and multidisciplinary care stakeholders, alongside physician surveys, in the United States, Canada, the United Kingdom and across Europe.

A Nextyn practice and care delivery study delivers three outputs: a treatment pathway map by care setting, the workflow steps where treatment decisions happen, and care-delivery constraints ranked by their effect on uptake. Each output comes from primary interviews with the physicians and care teams who deliver treatment:

• Pathway map: how patients move between settings and who decides at each step
• Decision points: the moments in the workflow where a treatment is chosen, switched or held back
• Constraints: the capacity, referral and workflow limits that stall adoption, ranked

Nextyn interviews the four groups that deliver care and shape treatment choice: treating specialists, primary care and referring physicians, nurses, and the multidisciplinary stakeholders who run clinics and capacity. The mix is matched to the therapy area and care settings in scope:

• Treating specialists, by practice setting
• Primary care and referring physicians who route patients
• Specialist nurses who manage day-to-day treatment
• Multidisciplinary care stakeholders, including clinic and pharmacy leads

Nextyn runs physician market research in the United States, Canada, the United Kingdom, Germany, France, Italy and Spain, among other markets. Markets and specialties are agreed at scoping, because referral routes, care settings and capacity differ from one health system to the next. Recent Nextyn work includes interviews with specialists, nurses and multidisciplinary care stakeholders in Canada that mapped referral patterns, treatment sequencing and capacity constraints for a future immunology therapy.

Nextyn recommends physician market research before launch plans, field messages and service programs are fixed, while they can still be fitted to how care is delivered. At that point the research shows the workflow, referral and capacity limits a therapy has to work within, so plans account for them from day one. There are three other triggers for the research: uptake below forecast, a new care setting such as home or infusion-center treatment, and a guideline change.

A Nextyn physician research project runs in four steps, from brief to read-out, and nothing is commissioned until the client approves the plan. The client sees the sample, method and price before any fieldwork, and reads every interview with the Nextyn team at the end.

1. Submit the brief: the therapy, the specialties, the care settings and the decision the research must settle.
2. Receive a plan within 48 hours: which physicians and care-team members Nextyn will interview, how, and what the work costs.
3. Approve the plan: fieldwork starts only after sign-off.
4. Review the read-out: every interview read together, showing where physicians agree, where they conflict and what is still open.

Nextyn sends a research plan within 48 hours of receiving the brief, stating who will be interviewed, how, and what the work costs. The plan sets the market research fieldwork length for the specialties, care settings and markets in scope, so a single-specialty US study and a four-country care-model review each get their own timeline. Nothing is commissioned until the client approves that plan and its price.

Nextyn's physician market research answers one therapy's questions with new interviews from the physicians and care teams who deliver it, while a syndicated physician survey asks the same questions of a shared panel for every subscriber. The syndicated survey tracks broad attitudes, and the research maps the pathway, workflow and constraints one therapy has to work within.