The Challenge

WithMe Health has enlisted our healthcare marketing agency to conduct a comprehensive qualitative research study to explore the Third-Party Administrator (TPA) market. The objective is to inform WithMe Health’s product strategy for a new productized TPA offering targeting mid-market employers. This study will involve four phases: a pre-screening questionnaire and target market survey to identify suitable participants, followed by ten in-depth interviews with selected TPA executives to gather detailed insights.

The research will culminate in a comprehensive analysis and reporting of findings, culminating in a presentation to WithMe Health’s leadership. The goal is to provide a clear understanding of TPA preferences and market demands, thereby guiding the development and marketing strategy for the new product offering.

• Stakeholder Collaboration: Fostered collaboration with the WithMe Health team to deeply understand their solutions and align research objectives with organizational goals.
• In-Depth Interview Planning: Designed and refined a discussion guide, including interview questions and visuals, to facilitate detailed qualitative research.
• Participant Recruitment: Screened and selected up to 10 high-potential participants from the pre-screening responses, ensuring alignment with research criteria.
• Interview Execution: Conducted and recorded 30-minute in-depth interviews, providing participants with incentives and maintaining confidentiality through ethical protocols.
• Pre-Screening Questionnaire Development: Developed and distributed a pre-screening questionnaire to identify suitable participants for the qualitative research project.