BACKGROUND
   The Veterinary Medicines Directorate (VMD) has, since 2004, surveyed its 
   Marketing Authorisation holders with a view to measuring customer satisfaction. 
   As this survey has been carried out by the same agency team lead since 2004, 
   VMD has been able to use this survey as a benchmarking study by which they can 
   monitor their performance.
    The previous wave was conducted in 2017/2018 and comprised:
     A quantitative survey 
       131 responses received
       Multiple responses per company were permitted
    Qualitative survey 
       Post analysis, 8 follow-up qualitative interviews by telephone 
       Duration between 5 minutes and 21 minutes 
       Covered, on average, two areas of interest to the VMD in which the VMD 
        had been scored relatively lowly by these respondents
   MV006. VMD CSS. October 2021
   BACKGROUND
   For this wave, the methodology was flipped with qualitative interviews being 
   conducted BEFORE the quantitative phase. This was, in fact, the original 
   methodology but latterly, the market was considered to be relatively stable and 
   perhaps did not warrant full, in-depth interviews. 
   The main reason for reverting to the original methodology was that the VMD is 
   operating in a period of considerable change:
       New Chief Executive Officer at VMD
       Changes to the Veterinary Medicines Regulations
       Change in EU Regulations
       Brexit and the milestones
   It was felt that, more than ever, customers may welcome the opportunity to 
   reflect backwards and forwards in relation to what they feel the VMD has handled 
   well and what they feel could be done going forward to support them.
   This report summarises the findings of both the qualitative and quantitative 
   phases of the Customer Satisfaction Survey.
   MV006. VMD CSS. October 2021
    OBJECTIVES: PHASE 1
    Qualitative research
       • To understand the perceived strengths and weaknesses of the VMD
       • To gain an overview of the extent to which the Veterinary Medicines 
         Digital Services platform is meeting customer needs
       • To understand the current level of satisfaction with the VMD and how, if 
         at all, this has changed over the past 2 years
       • To gain industry feedback on what they would see as the priorities for 
         the CEO in the short and medium term
   MV006. VMD CSS. October 2021
    METHODOLOGY: PHASE 1
     Eight in-depth interviews were undertaken, by Zoom, in Q3 2021. 
     Although invitations to take part in the qualitative research were sent 
       to a broad cross-section of customers, the resultant sample of UK-
       based Regulatory Affairs personnel, comprised mainly companies 
       who:
         Were members of NOAH
         Had 50+ Marketing Authorisations 
   MV006. VMD CSS. October 2021
    SUMMARY: PHASE 1
    A very high level of satisfaction with vmd
             Industry has a very high level of satisfaction with VMD. 
             Industry has a very high level of satisfaction with VMD. 
     Industry recognises that these are challenging times and feels that the 
     Industry recognises that these are challenging times and feels that the 
                        VMD has risen to the challenge. 
                        VMD has risen to the challenge. 
          The VMD is seen as helpful, pragmatic and / or collaborative.
          The VMD is seen as helpful, pragmatic and / or collaborative.
     “They [VMD] have dealt with a difficult time…you do get that feeling of 
     “They [VMD] have dealt with a difficult time…you do get that feeling of 
     collaboration and working together as a partnership [mutual respect]”
     collaboration and working together as a partnership [mutual respect]”
   MV006. VMD CSS. October 2021