The Value of User Research for digital engagement in Medical Affairs and Pharma

User research is critical to the success of digital initiatives.

Whether developing an HCP portal, or a patient education app, understanding the user, their needs and behaviour ensures solutions that meet real-world needs. Without it, companies risk launching platforms that fail to engage their target audience, leading to low adoption rates, wasted resources and costly redesign.

In this article, Nico Simplicio, SVP of User Experience Research, explores the essential role of user research and how it enhances project outcomes at every stage.

Why is User Research Essential in Design and Development?

User research is a fundamental part of effective digital engagement. From initial strategy to post-launch evaluations, user research provides critical insights at every stage of a project and ensures that platforms are not only functional and intuitive to use but also deliver content the audience is interested in and in a format that are aligned to how they want to access content in their day-to-day life.

The Role of User Research Throughout a Project 

Early-Stage Research: Laying the Foundation 

At the outset of a project, user research establishes a strategic framework. It helps teams understand their audience, their needs, and the problem to be solved. This scientific approach mirrors methods used in research labs—observing, measuring, and forming hypotheses to guide decision-making.

Through methodologies such as surveys, interviews, and direct observations, user research highlights obstacles that might otherwise go unnoticed. A well-executed research phase significantly reduces the risk of failure and prevents costly redesigns. By identifying user needs and expectations, research ensures that projects are built with a clear purpose, addressing real-world challenges while maximizing user adoption.

Mid-Project Research: Validating Ideas

As a project progresses, user research validates ideas, tests hypotheses, and refines designs based on real-world feedback. It answers crucial questions such as:

• Which messaging resonates best?
• What design elements improve usability?
• Does the solution effectively address user needs?

Time and budget constrains often lead team to skip these mid-project checks with the end users. They can however avoid costly redesign post-launch.

Post-Launch Research: Measuring Success

Even after a product is launched, user research remains vital to ensure continued relevance and adoption. Gathering and analysing usage metrics and conducting feedback sessions can identify areas for improvement:

• Are there any drop-off points in user journeys?
• Are there barriers to accessing information?
• Can some features be added or optimized based on real-world user  behavior?

The ROI of User Research

Investing in user research yields substantial returns. Forrester Research reports a 9,900% ROI, meaning that every $1 spent can generate $100 in return. This comes from reducing redesign costs, ensuring product-market fit, and discovering valuable additional features.

Moreover, the Nielsen Norman Group has found that testing with just five users can uncover 85% of usability issues, proving that impactful insights don’t require extensive participant pools; a relatively small investment for substantial insights.

Avoiding Common Pitfalls with User Research

One of the biggest mistakes in digital initiatives is making assumptions. A ‘we-know-the-user’ mindset often leads to projects based on internal perspectives rather than actual user needs.

For example, many companies create content repositories for healthcare professionals (HCPs) based on repurposing existing internal materials. However, without validating demand, without a clear understanding of real-world information seeking and consuming behaviour, they are likely to find minimal engagement post-launch. Even with substantial amounts spent in well-designed and executed driver tactics, a repository that does not answer user needs is likely to fail. Conducting user research early on would have revealed whether an online repository was a real need for the HCPs or if resources could be better allocated elsewhere.

Using User Research to Guide Product Development

• User research should not be thought about as only a preliminary step. It not only informs project goals but also shapes product roadmaps.
• Initial research provides an evidence-based approach to setting objectives and measurement plan.
• Ongoing research ensures objectives are met and that the solution continues to meet user needs.
• Post-launch insights guide future feature prioritization based on user expectations and feedback.

Conclusion

User research is not an optional step—it is a critical investment in a project’s success. By incorporating research at every stage, businesses can build solutions that genuinely resonate with users, minimize costly missteps, and maximize return on investment.