Case Study
women’s health
In women’s health, we provide targeted market research to help clients understand the unique needs of female patients across a wide range of conditions. From reproductive health to menopause, our insights help shape product strategies that resonate with both healthcare providers and patients. We assist in identifying the key drivers and barriers for treatment adoption in this dynamic market.
Exploratory Research
Objective of the Study
Understand HCPs’ and patients’ perceptions of product X product, HCPs’ prescription criteria, patients’ decision-making process, evaluation of communication routes.
Methodology
METHODOLOGY
Qualitative: in-depth telephone interviews.
GEOGRAPHICAL SCOPE:
Spain, Germany, Poland, Italy
SAMPLE
4 consumers per country, women aged 18-35, aware of contraceptive ring, split between users & non-users, not sterile
4 Gynaecologists per country, 5-25 years experience in their field, hospital versus office-based, interaction with their patients at least 70% workload devoted to interaction with patients
LOI = 60 minutes
MAIN RESULTS
Evaluated the perception on contraception and the role it has in women’s lives and uncovered the current trends in contraception
Investigated women’s needs and values to be able to pinpoint a relevant positioning for the product
Provided an analysis of the strengths and barriers of the current product and investigation of potential improvements to match the profiles’ expectations
Evaluated communication routes to expose the relevant information for both targets and profiles of interest, in order to build on the positioning of choice in a distinctive manner compared to strategies adopted by the competition
KEY TAKE-AWAY
Gained insights into the perception of contraception among both investigated targets and provided solid recommendations so as to successfully launch a new generation of contraception products.
Market Understanding
Objective of the Study
Provide an overview of market landscape, consumer preferences and journey, as well as key success factors of main brands within the category.
Methodology
METHODOLOGY
Qualitative research: in-depth interviews.
GEOGRAPHICAL SCOPE:
Egypt
SAMPLE
6 IDIs: 5 Gynaecologists/ Obstetricians and 1 Sterility & IVF Consultant.
Target details: mix of public hospital and private practice, at least 50% of their patients treated with product X.
LOI: 60 minutes
MAIN RESULTS
Provided a comparison between available brands in terms of efficiency safety, preferred form – the most important attributes for the category.
Analyzed willingness to consider innovation in the category: gynecologists have heard about new products (new administration forms, improved patient compliance).
Determined key aspects such as: physicians are not influenced by patients in the decision-making process regarding their treatment
KEY TAKE-AWAY
Gained insights into how to improve product efficacy and ranked indications for the classes of treatment in question.
Provided recommendations that foster a strategic approach for the client when launching on a new market.