Tracker studies have long been a staple of healthcare market research, but the way they’re run hasn’t kept up with the pace of change. Setup takes weeks, results arrive months later, and by then, the market has already moved on.
With therapies launching monthly and coverage shifting almost as quickly, traditional approaches can’t deliver insights fast enough to guide innovation. The pace of change outstrips the ability of any one team to keep up, and the lag between insights and market action creates real risk. Missed signals can mean wasted spend, delayed pivots, and opportunities lost to competitors moving faster.
If trackers are to remain useful, they must evolve into smarter platforms that move organizations from static snapshots to real-time intelligence.
The Problem: Delayed Signals Means Missed Opportunities
To be useful, trackers can’t just look back — they need to keep up with the market in real time. Traditional trackers take weeks to field and months to deliver results. That delay creates blind spots at the moments when insight matters most. For example:
- Label expansions stall when prescriber intent drops without warning. Teams who pour energy into launch materials could discover months later that community physicians never had the confidence to prescribe. By then, course correction costs more and momentum is gone.
- Marketing teams overspend when weak messaging runs unchecked. Without quick reads on what resonates, organizations keep funding ads and campaigns that miss the mark, burning through budget before they can pivot.
- Competitive threats go unchecked because strategy adjustments arrive a quarter late. Organizations end up reacting from behind, giving rivals the first mover advantage.
The result? Teams are forced to make high-stakes decisions on outdated information.
From Static Surveys to a Strategic Lens
Trackers are often built to answer yesterday’s questions. This is not only an outdated approach, but it’s also an inefficient way to operate in today’s fast-paced healthcare industry.
When trackers shift from snapshots to ongoing sources of insight, however, organizations can start asking better questions. For example, instead of looking back at how a therapy was perceived, smarter tracker studies can reveal how it’s being adopted now and where it’s headed next.
And, when paired with an intelligent platform, tracker studies deliver insights in days and allow mid-wave course-corrects, so teams don’t chase the market, they stay in front of it.
Using trackers as a strategic lens, rather than producing static reports, trackers become a living tool that organizations can use to adjust campaigns in flight, protect launch momentum, and anticipate competitive threats before they escalate.
The most effective trackers share three capabilities:
- Adaptive: Pivot mid-wave with dynamic refielding. Ask new questions the moment market conditions shift.
- Continuous: Move from quarterly readouts to always-on access. No more waiting for the next wave to see where the market stands.
- Actionable: Connect insights directly to the levers that matter — marketing refinement, payer negotiations, or provider education.
Case in Point: Real-Time Oncology Tracker
A leading oncology company was prepared to expand the label for a key therapy, and everything on paper looked right. Clinical data was strong, and the case for broader use was clear. To ensure prescribers were ready to adopt, the company launched a real-time tracker as part of its expansion planning.
The tracker revealed a critical gap: prescribers understood the data, yet their intent to prescribe was alarmingly low. In a traditional six-month tracker cycle, that insight might have surfaced too late to act on.
With Konovo, the company was able to adjust the survey mid-wave, adding targeted probes to uncover what was driving hesitation. Follow-up questions drilled into whether oncologist respondents felt confident identifying the right patient profile for expanded use, including probes on patient safety and clinical guidelines. This revealed a major knowledge gap among community oncologists who weren’t getting the full picture of the therapy’s expanded use.
Armed with this real-time signal, the client deployed new medical education and promotional materials to address the knowledge gap and support pull-through with the therapy’s newly expanded label.
This is the power of intelligent trackers. They don’t just measure the past, they shape the future in real time.
The Bigger Picture: Connecting Insights Across Healthcare
Over the past 16 years, Konovo has conducted more than hundreds of tracking studies across 150+ therapeutic areas. That experience has shown us one thing clearly: trackers can’t just look back — they need to keep pace with the market in real time.
Konovo’s intelligent platform was purpose-built to meet that need. Every element is designed to make trackers faster, smarter, and more actionable:
- Streamlined setup. Automated sampling, omission tactics, scheduling, and cadence management save ~1 day at launch and 1–2 days on every subsequent wave.
- Targeting the right respondents. Client lists can be ingested, feasibility checked, and matched against timelines with flexible options, like tiering or deciling.
- Respondent integrity. Automated checks and human review verifies identities, validates credentials, and monitors engagement for trustworthy results.
Mobile-first design. More than 80% of participants complete on mobile. With a median interview length under seven minutes, surveys are short enough to keep engagement high, but still long enough to deliver meaningful depth.
- Faster field times. Results are delivered in a median of four days, so teams see the market as it moves.
- Cleaner data. With an average removal rate of just 2–3%, organizations act on insights they can trust.
Tracker studies on Konovo’s intelligent platform also connect seamlessly with other research streams — from claims data to real-world evidence — to reveal not just what’s happening, but why it matters. That connected approach creates clarity at every level.
- For biopharma, faster pivots protect launch momentum and minimize missed opportunities.
- For physicians and providers, real-time feedback supports more relevant education and stronger engagement.
- For patients, better-informed decisions accelerate access to treatments that improve lives.
The Future of Insights Is Connected
The pace of healthcare won’t slow down. To keep up, organizations need more than snapshots — they need trackers that reveal signals as they happen and connect them to the bigger picture. Smarter platforms make this possible, turning fragmented data into insights leaders can act on with confidence.
Konovo’s intelligent platform was built with this in mind. By uniting speed, flexibility, and data integrity, our platform delivers the clarity organizations need to make smarter decisions — and the confidence to know those decisions are the right ones.
At Konovo, tracking isn’t just a research method; it’s a strategic lens that helps stakeholders see how their market is shifting in real time. Download the latest Konovo State of Healthcare Report to see the benefits of real-time insights.
