Healthcare and Pharma

Healthcare and Pharma

Mustard’s experience is broad. We have worked with international pharmaceutical and biopharmaceutical companies and medical equipment manufacturers (consulting with specialist Physicians and scientists). We have worked with the UK’s largest medical and dental defence organisations (consulting with various medical professionals). We have also consulted with healthcare employees through our work with the staffing / HR management organisation NHS Professionals, as well as service users and non-users for many regional NHS Trusts / CCGs.

Healthcare and Pharma research expertise


We delivered an 11-market segmentation of Physicians that helped AstraZeneca successfully launch a new antibiotic developed to treat patients who develop severe, highly resistant infections in hospital. We have also delivered extensive programmes of qualitative research to help a medical defence organisation better understand their priority segments.

Brand research

We have delivered two waves of a brand tracking programme to help our client (a medical defence organisation) understand the extent to which its new brand position was offering differentiation in the market, and to measure the extent to which it was delivering against the vision, values and critical behaviours (using the BAM methodology).

Innovation / NPD

We used a 3-stage process to help a life sciences / cell technology business identify innovation opportunity. This included a multi-country online forum on which cellular biologists blogged about daily frustrations and their favourite / least favourite instruments. We also conducted “at the bench” observations in UK, USA and France. We followed this with a workshop to identify and prioritise solutions to recurring needs. These solutions were then sense-checked qualitatively ahead of quantitative testing.

Customer satisfaction / CX

We have delivered customer satisfaction and customer experience research amongst people working within healthcare services (for example, an annual satisfaction study with Trust Leads and managers for NHS Professionals). We have also completed several patient experience assessment programmes.

U&A Research (needs and behaviours)

We have delivered research and consultation to inform healthcare service re-design. We engaged with non-users of services to understand perceptions (and barriers to usage). Our consultation has also helped trusts to help prioritise services and resource. Our work with GE Healthcare has also involved understanding needs and behaviours related to key workflows for audiences such as Lab Managers (in academia and industry).

Communications development / testing

We have delivered many consultations in the healthcare sector that have been commissioned to understand how to encourage behaviour change in issues ranging from alcohol consumption, smoking cessation, sexual health / contraception and drug use. Recent clients include Greater Manchester Health & Social Care Partnership and NHS Wales.

How Online Communities helped the GTR Manchester Health & Social Care Partnership

We ran an online forum with respondents from all 10 the Greater Manchester localities to provide localised insight on stop smoking campaigns.

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