Long-Term Care Market Research

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• Definition
• Key Learning Objectives
• Who Should Attend
• Content
• Case Studies
• Leavebehind
• Course Instructor
• Contact for More Information

Definition

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• Long-term care refers to medical and supportive services required by those individuals unable to fully care for themselves due to a chronic illness or condition.

Key Learning Objectives

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• Gain an understanding of the scope of long-term care facilities and the patient population
• Learn various approaches to estimate the impact of long-term care on a therapeutic category
• Know how to identify and reach the decision makers and prescribers for long-term care
• Become familiar with the current sources of long-term care data
• Caveats in secondary data
• Cautions and issues in conducting primary research in this segment

Who Should Attend

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• Market Research
• Managed Care Marketing
• National Accounts
• Marketing

Content

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• Defining the long-term care marketplace
  1. Patient populations who reside in long-term care
  2. Different models - nursing homes (skilled nursing), assisted living, independent living, rehabilitation
  3. Ownership - national chain, regional/local, independents, hospital owned, part of Integrated Healthcare Networks
  4. Corporate, non-profit, public
• Understanding the treatment pathway and patient flow in long-term care settings
  1. Primary care coverage - who the primary care providers are and how this may vary by long-term care model
  2. Treatment by specialists - how and when patients/residents receive care from specialists
  3. Prescription coverage and dispensing - where long-term care prescriptions are dispensed, and accessing the data
• Evaluating the potential of the long-term care segment
  1. Patient demographics - using audit data
  2. Prescription by patient age - using available prescription databases to quantify target patient populations
  3. Prescriptions and sales by channel
  4. Use of prescriber-level data
• Where and how to find useful data
  1. Being creative - what you may already have and what you may need
  2. What is available today
     1. Sources
     2. Limitations
• Primary research considerations
  1. Identifying prescribers
  2. Accessing decision makers
  3. Limitations in conducting primary research in long-term care (eg, sample diversity)

Case Studies

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• Relevant pharmaceutical examples will be used to illustrate the concepts

Leavebehind

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• Each participant will receive a 2-sided laminated card listing current long-term care data sources

Course Instructor

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Leslie Goldberg has more than 20 years of experience in the pharmaceutical industry including positions in marketing, marketing research, and strategic planning in both US and global operations. Leslie holds an MBA in marketing, finance, and healthcare from the J.L. Kellogg School of Management at Northwestern University and a BS in Pharmacy from Rutgers University. She maintains her license as a registered pharmacist in New Jersey.

For More Information, Contact:

Leslie Goldberg, Executive Vice President

666 Godwin Avenue, Suite 320
Midland Park, NJ 07432
p: 201-670-7722 ext. 205
f: 201-670-8707
lgoldberg@advantageh.com