Case Study
Wound debridement – Awareness Study
Objective of the Study
Measure brand awareness amongst key users in markets with high market share/penetration vs. medium/low market share/penetration, and amongst non-users, including probing further into which products/brands/approaches for wound debridement they are using instead.
Measure main KPIs and brand potential / opportunities to grow.
Methodology
GEOGRAPHICAL SCOPE:
Germany, Austria, UK, Sweden
METHODOLOGY:
Quantitative Mix Mode interviews
SAMPLE and target details
Wound Care Physicians and Wound Care Nurses
TARGET DETAILS
40 Wound care Physicians & 90 Wound care Nurses / country
Total sample of 520 respondents: 160 wound care physicians & 360 wound care nurses
LOI: 10 min
MAIN RESULTS
Delivered considerations to increase performance among users based on current levels of awareness, usage, satisfaction, as well as on drivers and barriers to use of Brand X.
Identified reasons for considering switch among non-users based on local habits and relevant drivers, main options used, product benefits, perceptions that could be used as competitive and differentiating benefits.
Explored where usage limitations are caused by access, supply constraints and health authority restrictions.
Gained insights that helped us recommend how to develop future communication strategies & campaigns.
KEY TAKE-AWAY
Analysed key findings and provided clear guidance for the client to improve relevant communication routes versus key competitors with a a clear understanding by treated wound types and preferred product ranges/ formats.
