Elevating Pharma Brand Tracking: unlocking clinician motivation with Glaut AI-moderated interviews

In Short

Pharma brand trackers are only as powerful as the insights they deliver. With Glaut AI-powered research, researchers move beyond surface-level scores to truly understand the motivations behind clinicians’ choices, all within the flow of a standard quantitative survey.

• Unlock the “why” behind KPI ratings with AI-moderated, conversational interviews.
• Seamlessly integrate voice-enabled open-ends into existing CAWI surveys, no extra tools or training required.
• Accelerate analysis with automated transcription, coding, and theme detection.
• Scale globally and consistently with multilingual support.
  

In a fast-evolving pharmaceutical landscape, Glaut AI-native software turns raw data into actionable, human-driven intelligence giving brands a decisive edge in understanding and engaging healthcare professionals.

Beyond the numbers: why understanding clinician motivation matters

• Traditional approach: relies on quantitative trackers to measure KPIs like product quality, scientific leadership, innovation, and service support.

• Limitation: these metrics offer only a partial view of market dynamics.

• Missing piece: the real competitive advantage lies in understanding why clinicians prefer certain brands.

• Challenge: time-pressed healthcare professionals often give brief, superficial answers in open-ended survey sections, limiting the depth of insight.

Glaut AIMI (AI-Moderated Interviews) offers a breakthrough for pharma brand trackers by embedding AI-driven, conversational interviews directly within traditional digital surveys. This hybrid approach combines the statistical rigor and scale of quantitative research with rich, qualitative nuance without disrupting existing workflows or extending respondent burden.

How Glaut AI-powered research works in pharma brand research

For example, a study with 925 healthcare professionals (neurologists, psychiatrists, GPs, pharmacists) to identify the leading pharma company across 6 key KPIs.

• Methodology:
  • Began with standard closed-ended rating questions.
  • Followed by a 20-minute online session using Glaut’s AI-moderated voice interviews.
• Clinician experience:
  • Asked to explain their top choice using natural language and voice.
  • Accessible on any device.
• What sets it apart:
  • Glaut’s AI moderator listens and adapts in real time: probing for clarity, examples, and elaboration.
  • Replaces static text boxes with an engaging, conversational format.
  • Encourages richer, more thoughtful responses.

Key benefits of AI-Moderated brand tracking

• Richer responses: the AI moderator probes encourage fuller explanations, capturing the context behind KPI scores.
• Real-world language fidelity:voice input preserves tone, emotion, and emphasis missed by written text.
• Seamless integration: embedded within existing CAWI surveys, requiring no extra platforms or respondent logins.

• Accelerated analysis: automated transcription, thematic coding, sentiment tagging, and clustering enable rapid, scalable insights.
• Multilingual scalability: supports global studies in 50+ languages for consistent methodology worldwide.

The process in action

After rating companies on quality, innovation, and service:

1. The respondent reaches an open-ended prompt: “Why do you consider [Company X] the top performer?”
2. Glaut engages via voice or text, listening attentively.
3. If the initial answer is brief or ambiguous, the AI moderator gently probes, for example: “Could you expand on what distinguishes their innovation?”
4. The interview is dynamically guided to capture stories and emotions, not just keywords.
5. Responses are transcribed automatically and organized by thematic clusters such as “scientific updates,” “customer responsiveness,” or “brand trust.”
6. Research teams review actionable, aggregated insights within Glaut’s dashboard, or export for further statistical analysis.

Transforming pharma insights: from data to motivation

For commercial teams and analysts, this method shifts brand trackers from snapshot metrics to deep behavioral understanding, revealing the real motivations, barriers, and unmet needs driving clinician preferences. Rather than merely knowing which company leads, pharma stakeholders unlock the nuanced reasons motivating prescription and loyalty decisions.

Operationally, the integration requires no additional interviewer training or complex protocols. Fieldwork progresses within standard timelines (e.g., six weeks) with no impact on respondent experience. Analysis accelerates dramatically through AI-driven synthesis, enabling reports with verbatim quotes and theme summaries in minutes rather than weeks.

Addressing pharma’s growing need for deeper, agile insights

The pharmaceutical industry in 2025 is marked by rapid technological innovation, increasing competitive pressures, and evolving expectations from clinicians, payers, and patients alike. Today, competitive advantage depends not just on tracking KPIs, but on understanding why clinicians prefer certain brands. Traditional surveys fall short, with time-pressed doctors offering limited qualitative feedback.

AI-moderated interviews, like those powered by Glaut, enrich brand trackers with real-world language and context. This transforms static metrics into actionable insights, enabling faster, more informed decisions across strategy, portfolio, and stakeholder alignment.

As the industry shifts toward more personalized, data-driven models, AI-powered qualitative tools are no longer a novelty—they’re essential.

Conclusion

Understanding why clinicians prefer one pharma company over another is a strategic imperative. Glaut AIMI empowers pharma researchers to embed meaningful motivation inside their quantitative trackers, transforming raw KPIs into actionable intelligence that drives smarter decisions.

For your next pharma brand tracking project, consider how Glaut AIMI can unlock the voice of clinicians at scale, offering deeper, faster, and more insightful results: an essential advantage in today’s competitive pharmaceutical landscape.

Contact us to explore a demo and learn how to elevate your pharma market research with AI-moderated interviews.