Results of a Qualitative Market Research Study Evaluating the Quality of Medical Letters

Abstract

A qualitative and consecutive market research study was conducted to evaluate the quality of medical letters provided by the Medical Information Department at Lilly Deutschland GmbH. Face-to-face interviews were conducted with health care professionals (n = 38) from three different therapeutic areas (diabetology, oncology, and pain) in order to identify customer-relevant criteria regarding the content, format, and language of medical letters. The results have shown that medical letters should be prepared according to the level of urgency of the inquiry. Letters answering specific questions should provide customized answers with specific recommendations for action. Letters containing general information should provide a personalized cover letter and a comprehensive response that meets scientific standards. A summary of the content on one page of the letter is important to customers. Also relevant is a well-structured layout of the letter, which should be written in the local language.