Many years ago, when I worked for a full-service healthcare market research firm that eventually became Kantar, we thought we had the inside track on winning a project. The client, a big pharmaceutical firm, wanted to conduct a patient segmentation study. We had done other patient segmentations for them in other disease categories, which were well-received. And we had done other work in their category of interest. So, we felt we were the perfect candidate to do their patient segmentation. But we lost it! It went to another company that didn’t even do healthcare market research. They specialized in consumer work.
It was disappointing, but I was more amazed than upset. The other company really made lemonades out of lemons. They had no disease experience, and no experience working with this client, yet they turned that into a positive. They said, we know consumers, and as outsiders, we can give you a fresh perspective. I had to admire how they won it!
Why do I bring this up? We meet many researchers at conferences who don’t do healthcare work. But they should remember this story. They should bid on healthcare work; they might also be able to provide a new perspective.
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