Wholfe Customer Research & Development

Harnessing the Power of In-Depth Interviews in the Pharmaceutical Industry


In order to stay ahead of healthcare professionals' needs, pharmaceutical companies must be proactive and agile in their approach.

One powerful tool that pharmaceutical companies can use is in-depth interviews. By learning more about the people they serve through these interviews, pharmaceutical companies can get a better understanding of what healthcare professionals are looking for and how best to meet those needs.

What Are In-Depth Interviews?

In-depth interviews are an effective way to gain insights into the wants and needs of a specific group of people.

Companies use them to collect qualitative data on products, services, customer experiences, and more.

In-depth interviews involve conversations that go deeper than basic questions or surveys; they allow companies to gain an understanding of the thoughts, opinions, beliefs, and motivations behind customer behaviors. They also provide valuable information that can be used to improve customer relationships and build trust with healthcare professionals.

It may be better to conduct in-depth interviews rather than focus groups if the topics you want to explore are sensitive, or if participants may not feel comfortable sharing their honest feelings in a group setting. Or in situations where it is logistically difficult to get all the participants in one room at the same time (e.g., geographical distance, participants with unpredictable or very busy schedules, etc.).

Benefits of In-Depth Interviews

The most obvious benefit of using in-depth interviews is that they give you insights into your target audience’s thoughts and feelings about your product or service. This knowledge can help you develop strategies to better meet their needs (and even anticipate them).

Additionally, it can give you clues as to how you should market your product or service so that it resonates with your target audience.

Furthermore, conducting in-depth interviews allows you to build relationships with healthcare professionals by showing that you care about their opinions and value their input.

How Can Pharmaceutical Companies Use In-Depth Interviews?

Pharmaceutical companies can use in-depth interviews for a variety of purposes such as gaining a better understanding of healthcare professionals’ needs and preferences when it comes to

  • medications or treatments; 
  • evaluating new product ideas;
  • gauging customer satisfaction;
  • researching user experience with existing products;
  • getting feedback on marketing campaigns;
  • exploring potential partnerships;
  • learning more about competitors’ offerings;
  • developing content strategy;
  • designing new packaging and labeling designs;
  • uncovering opportunities for improvement within certain departments like sales or customer service;
  • understanding why customers make certain decisions when purchasing medications or treatments;
  • discovering patient trends related to diagnosis/treatment/prevention etc.;
  • obtaining market research data on pricing/incentives/promotions etc.;


as well as many other uses.


In-depth interviews play an important role in helping pharmaceutical companies stay ahead of today’s ever-changing healthcare landscape. By utilizing this powerful tool, pharma companies have the opportunity to gain invaluable insight into the wants and needs of customers which will enable them to develop strategies for meeting those needs in an effective manner. By taking advantage of this research technique now, pharma companies can ensure that they remain competitive well into the future.

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