5.1.2. Temperature Check exercise among customers

For this completely new global survey, the temperature check exercise was a useful qualitative scoping exercise to survey a small and selected sample of customers (5-10 from a range of markets). The aim of the temperature check was to identify customer perceptions, considerations that impact their perceptions of satisfaction and any regional variations that may highlight pertinent questions to include in the full customer satisfaction survey. Furthermore, this exercise provided an in-depth understanding of the local customer population which helped to shape the survey questionnaire. For follow-up or extension surveys a temperature check is unlikely to be required. But as this global customer satisfaction survey was done for the very first time, it was done to create something like a benchmark.

The temperature check exercise was undertaken in 30 minutes phone conversations; the suggested process was as follows:

• Development of a discussion guide in collaboration with the market research agency BDRC, that will help direct the conversation with customers and addresses the key areas/topics of interest whilst leaving room for a broader dialogue (see Appendix B – Discussion guide for temperature check)
• Request recommendations for customers to interview, alongside contact details, from regional representatives
• Undertake an agreed number of interviews; each included a half-hour call with selected (English-speaking) customer. Interviews must cover a range of different markets/regions
• Incentives for participating may be offered based on local market regulations, but may not be necessary
• Insights and results are collated in a summary report and circulated among the project lead(s)

In addition the selection criteria for pilot participants were:

• Customers need to speak good English
• Customers need to be available for a 30-35min call on the fixed date
• Customers should not all be from the same region or have experience of very similar generic markets
• If possible, customers should be able to discuss their experience in a frank and open manner

The executive summary of this temperature check insight report provided by BDRC revealed the following:

• Fresenius Kabi, APP and PPC are well-regarded by all people interviewed. This was good to hear, although not surprising given that they were all nominated by the regional FK ambassadors for the global customer satisfaction survey
• All of the customers interviewed confirmed that all important considerations that impact their choices of generic medicines suppliers where addressed during the temperature check survey
• There was significant variation in experience between the interviewees. Despite this variation, there are trends in responses and the most important factors identified were:
  • Price and product availability (these were the number one and number two priorities according to just about all interviewees, although the order varies)
  • Product quality and stability
  • Labeling and packaging (especially clarity of labeling and avoidance of look-a-like products)
• Effective communication is essential to mitigate any problems in supplying medicines at the contracted time. FK/APP received positive feedback in this regard from customers who had experienced problems with medicines supply
• FK people and products scored consistently high compared to key competitors on all parameters addressed with all customers
• There is a strong feeling among those interviewed that the prices for generic injectables have reached ‘rock bottom’. There seems to be an emerging consensus across most of the markets where interviews have taken place that prices will have to increase in order for manufacturers to have a sustainable business and to better guarantee supply