Hematology & Oncology HCP Research in the USA

Client

A Healthcare Research Organization

Service

HCP Research / In-Depth Interviews

Sector

Healthcare & Life Sciences

Coverage

United States — New Jersey and Pennsylvania

A healthcare research organization partnered with us to conduct a specialist HCP research study among hematologists and hematology oncologists in New Jersey and Pennsylvania. The study was designed to understand how specialist providers view the healthcare journey when patients seek new primary care or specialty care support.

The research used 60-minute, locally moderated Zoom-based IDIs to gather detailed provider perspectives on patient pathways, care access barriers, treatment-related decision points, and reactions to proposed advertising stimuli. The objective was to help the client understand how specialist insight could inform communication, positioning, and care journey interpretation in a complex healthcare market research category.

The Challenge

The biggest challenge was understanding how specialist providers read the care journey when patients move between primary care and specialty support.

Healthcare provider selection becomes especially layered in hematology and oncology-related care. Trust, urgency, provider credibility, treatment clarity, and communication quality can all shape patient confidence, making specialist physician research important for interpreting where decisions become difficult.

The client needed specialist-led HCP research into:

• Provider interpretation of the patient pathway across hematology and oncology care.
• Barriers affecting access, treatment consideration and continuity of care.
• Specialist perspectives on patient needs across primary and specialty care touchpoints.
• Qualified provider response to proposed advertising stimuli.
• Messaging cues that could improve clarity, relevance and stronger healthcare insights.

The study required precise HCP recruitment in a defined geography. Respondents had to meet specialist screening criteria, quota requirements, and client-defined eligibility before participation, making research quality central to reliable healthcare insight.

What We Did

We designed a qualitative HCP research program built around 60-minute Zoom-based in-depth interviews with qualified hematologists and hematology oncologists. Each discussion was locally moderated to keep the conversation clinically relevant, culturally appropriate, and aligned with the client’s research objectives.

The study included:

• Specialist recruitment across hematology and hematology oncology.
• Respondents based in New Jersey and Pennsylvania.
• Screening aligned with role, profile and quota requirements.
• 10 targeted completions with eligible HCP participants.
• One-on-one Zoom discussions structured for deeper provider input.
• Exploration of patient pathways, treatment journeys, care barriers and provider-selection dynamics.
• Advertising stimuli evaluation for treatment-related communication.

The IDI format allowed moderators to explore individual specialist perspectives without group influence. Each interview examined how HCPs understood patient movement across the care journey, where decision gaps appeared, and how treatment-related communication was interpreted from a provider standpoint, adding depth to the client’s healthcare insights.

The Impact of the Research

The study gave the client a sharper provider-side view of hematology and oncology care. It showed how specialists interpret patient movement, access barriers, treatment communication and provider selection when patients look for new care support.

Key outcomes included:

A sharper view of how specialists interpret patient movement across primary and specialty care.
• Clear evidence on where access barriers may slow treatment consideration or disrupt continuity.
• Provider-led feedback on which communication cues felt credible, relevant or unclear.
• Stronger direction for refining messaging around care support and treatment-related decisions.
• Practical inputs to improve care journey mapping and strengthen HCP engagement strategy.

By using locally moderated IDIs with hematologists and hematology oncologists, the research gave our client a sharper specialist-led view of care navigation, provider selection and treatment communication, helping their team interpret patient pathways with greater confidence. For brands looking to strengthen healthcare decisions across complex therapeutic areas, contact us to uncover care access barriers, provider perspectives and healthcare decision journeys with specialist HCP research.