About Accelerate Associates

Philippa Bevan  

Philippa Bevan

Philippa Bevan has over fifteen years commercial and public sector experience in marketing, market research and product management spanning the education, laboratory, medical device, technology transfer and packaging industries. Philippa has a BSc (Hons) in Microbiology and Virology and is a Chartered Marketer.

Published in Blog

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Published in Case Studies

Asthma is the most common lung condition in children in the UK, affecting around 1 in 11 children. Although there is no cure for asthma, it can usually be controlled through the use of medications which are normally in the form of an inhaled substance.

For good asthma control, regular reviews with a healthcare practitioner specialising in asthma are recommended. It is also essential that children learn good inhaler technique and take their medication as directed by their healthcare practitioner (HCP).

Clin-e-Cal Limited has developed an app, RAFI TONE, to help young children with asthma to accept a spacer with face mask and to help children and their carers to understand good inhaler technique. The app works with the Clement Clarke Able Spacer device which features a whistle mask. The app recognises the tone of the whistle mask; driving a series of simple games aimed at young children. Only good technique will make the game work.

The challenge

To develop an innovation survey in the Salford area to determine if use of the RAFI TONE / Able spacer innovation has a positive impact on patient care in terms of improving asthma control, aiding communication of good inhaler technique with parents and children and reducing demand for additional healthcare intervention such as visits to A&E.

Customer Testimonial

“Working with Accelerate was made exceptionally easy. Philippa and Katherine were quick to pick up the brief and provided valuable input into the project design at all stages to enable us to derive the best value from the work. We found Accelerate to be thoroughly professional and flexible in the way that they work and interact and I would highly recommend their services to anyone seeking input for a bespoke market assessment project.” Lizzie Crawford, Managing Director, Clin-e-cal Limited.

The approach

Accelerate Associates was contracted to develop questionnaires for parents and carers of young children with asthma and healthcare practitioners involved in the management of asthma. The questionnaires were disseminated by a specialist Respiratory consultancy. Accelerate subsequently collated all the innovation survey data and produced the project report.

Results

More than 100 patients used the RAFI TONE / Able spacer innovation with their parents completing baseline and follow up surveys. A total of 13 general practices across the Salford CCG area participated in the survey and feedback was collated from the HCPs responsible for the care of the survey patients.

The feedback obtained enabled a wealth of positive information to be reported back to the CCG including patients’ feelings about taking their inhaler, carers’ confidence in delivering inhaler medication, and the improved communication between nurses and patients about effective inhaler technique.    

Published in Case Studies

It is estimated that 850,000 people are living with dementia in the UK. Assistive technology devices can aid people with dementia, and their carers, by providing technological solutions to some of the challenges associated with dementia care.

The challenge

Accelerate was contracted to assess the viability of launching a new wearable assistive technology for dementia into the UK market. 

Customer Testimonial

“The market research report exceeded our expectations; it was thorough and independent and validated our own research. This clarified market competitors and what we should focus on as our next steps. The report has been reviewed by a number of peers and their feedback has been encouraging.” Michael Jacob, TigTag Solutions Limited.

The approach

Accelerate conducted primary research to ascertain the market potential for an entry level assistive technology device and to define the route to market.

In depth interviews were conducted with care home managers to assess the market potential in the care home sector. Accelerate also interviewed carers of dementia patients to understand the home care assistive technology market and gain feedback regarding the features of the device.

An online and postal survey gathered intelligence regarding awareness of assistive technology products in the general adult population and provided feedback on TigTag Solution’s product concept.

Results

Accelerate Associates identified the most likely purchasers of the TigTag product and provided advice on the optimum method(s) for promoting a new dementia care assistive technology to the relevant market segments.

Secondary research identified potential competitors in the assistive technology market and Accelerate provided recommendations for the further development of the TigTag product based on current market products and future trends within the industry.

Published in Marketing

I have lost count of the number of client testimonial pieces that we have worked on over the last 20 years and it is still true to say that testimonial articles remain a valid marketing tactic in the B2B arena.

With technology just a click or voice command away, it is often all too tempting to interview clients and their end users over the phone. However, where possible, especially when we are covering a significant technological breakthrough or improvement, the face-to-face approach is still king.

Just as when conducting market research, face-to-face interviewing of a satisfied end user allows for a much deeper conversation and more comprehensive appreciation of the factors that led to their purchase. Aside from the potential to witness an in-situ demonstration of the product or service, or to speak with additional members of the team, one-to-one interviewing enables body language and facial expressions to be more clearly understood and identified; enabling further probing and explanations of responses given during the interview that may not be so easy to pick up on over the 'phone.

Whether to interview in person or not depends on many factors, including the objectives for the finished piece. Before any interview, we define the audience we wish to influence and set objectives. 

In addition to helping to establish trust and credibility in the market, another benefit of client testimonials is that you get to understand the 'normal', natural language that end users use when talking about their purchase. For a cutting edge scientific product or technology, this intelligence can be invaluable in supporting message formation and keyword identification.

Whenever we interview face-to-face we often arrange to take a professional photographer along. It is hard to imagine any trade press activity on or off line that does not use or need great photography to capture the imagination of their audience. We would always recommend that a professional photographer is used as a good quality set of photos can often be the difference between publication or not. Despite our lack of photography skills, we have worked with a number of excellent photographers over the years and we know what makes a good press photo.

At Accelerate, we recently created a customer testimonial piece for Dr Weigert UK, a provider of technical cleaning solutions. We interviewed the Head of Sterile Services at the Royal Victoria Infirmary, Newcastle-upon-Tyne about the recent installation of Dr Weigert's neodisher ® ALPHA dosing system. The article has been published in the Clinical Services Journal and features photography taken on location.

Published in Market Research

Good quality market intelligence helps to reduce the risks associated with developing new or improved products by helping businesses to understand their potential customers, the competitive environment and market dynamics such as typical routes to market.

At Accelerate, we believe firmly in generating actionable market intelligence to support business decision making. We regularly conduct projects utilising a mixture of primary (field) and secondary (desk) research as this provides a rich view of a market scenario.

Both types of market research have their relative merits and drawbacks.

Primary research generates new data directly from sources such as key opinion leaders and experts. As specialists in early stage medical device market assessments, we routinely conduct a variety of clinician and senior healthcare management depth interviews. The benefit of primary research is that it is ideal for gathering qualitative information such as opinions and thoughts about new products and buying processes.

Secondary research identifies data that has already been created. Whether a source such as an industry report or published government data; secondary research provides quantitative data. A downside to using secondary research is that the information that exists may not fully meet your information needs, or not be in a format that is useful. However, it may reveal spending trends, potential market size etc. 

Without a doubt, using primary research to fill information voids is the most efficient use of research time and ultimately frames the context of secondary data.

When completing projects to assess product development options where clients simply want to know whether to pursue development of product A, B, C or D, we will conduct secondary research first to identify potential user numbers, existing technologies, competitors, relevant patient numbers etc. When collated, this information may indicate attractive market segments and product options which are later revised in lieu of primary feedback that investigates the nuances of market “needs” and to what extent they are being met.

Read on to learn more about Accelerate Associates and our bespoke market research services.

Partnerships & Affiliations

MRS
Chartered Marketeer
MediLink
MDA
 
 

About.

Founded in 2007, Accelerate Associates is a specialist business-to-business marketing agency providing marketing and market research for science and medical technologies... More...

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