Post on 17-Jul-2015
KISUHome Invasion
Conducted by 2nd Spark ConsultingSeptember – November 2011
A Home Invasion is 2nd Spark’s innovative
alternative to a traditional focus group.
A small group of friends and acquaintances with a similar condition or concern are brought together in the comfort of a home.
This approach allows marketers to uncover deep insights about their customers as they express their personal feelings and stories with each other in a safe and familiar setting.
Cocktails for Coldsores
A Home Invasion was conducted with a close group of cold sore sufferers.
Objectives of this research included:
• Understand the impact of cold sores
• Uncover drivers and barriers to treatment
• Determine the most meaningful features and benefits of KISU
Participant profile
• # of sessions: 7
• # of participants: 44
• Gender: female
• Age range: 35 to 45 years old
• Number of cold sores a year: 42% of participants get 2 – 4 per year
58% of participants get 6 – 12 per year
Cocktails for Coldsores
So, what did we learn?
INSIGHT: The feeling of a ‘tingle’ is the universal signal that drives a patient’s behavior to treat their cold sore
TINGLE TREAT
Pavlov's law:signals trigger behavior
ACTION: Position KISU as top of mind when our customers feel ‘the tingle’
=
=
“If I don’t do anything to treat it within the hour, then I’m done.”
“I need to get it in timeso I can stop it right in
its tracks.”
INSIGHT: Patients believe there is a critical window of opportunity to treat their cold sore so they can prevent it from coming out
Prevent cold soresfrom coming out
1 – 2 hour window of
opportunity
Cold sore surfacesFeel the tingle
ACTION: Ensure KISU is always available within this critical time of the buying process
Cold sores make me feel…
UglyMiserable
Awful Gross
Lousy
UnattractiveDirty
Crying
Staring in mirror
Flipping out
Avoiding people
Staying at home
Stress
…and these feelings trigger
INSIGHT: Patients experience emotionally vs. rationally based feelings which trigger emotional behaviors when they get a cold sore
ACTION: Acknowledge and connect with the emotional impact cold sores have on customers
Patients are using a combination of products to treat their cold sores and they don’t believe any one product satisfies all their needs
Prevents my cold sore from popping out or keeps it small
Relieves symptoms after cold sore surfaces (dries it out, makes swelling go down)
Speeds the healing time of my cold sore if it comes out
Pills Creams/Gels Home Remedies
ACTION: Communicate to customers that KISU can both prevent AND speed healing time
Participants were broken into 3 groups for an emotive exercise where they created a collage of their ideal cold sore treatment
The exercise uncovered 3 unifying themes that laddered up to participant’s high desire to have more control over their condition
INSTANT SIMPLE HEALTHY1 32
• Kills instantly and completely • Larger window of opportunity• 1 time treatment – DONE!
• Taken at any time of day• Can get it anywhere• Convenient, little effort
• Natural is good for me• Makes me relax• Makes me feel beautiful
I WANT MORE CONTROL!
ACTION: KISU should = CONTROL in the minds of our customers
When participants were exposed to KISU, the most beneficial product features they identified were aligned to their ideal treatment
Most beneficial features of KISU
When taken at first tingle,prevents cold sores from surfacing
Speeds healing time of cold sores by 30%
Supplement of vitamins,minerals and amino acids
All natural
Comes in OTC pills 2 day treatment
INSTANT
SIMPLE
HEALTHY
1
3
2
Ideal treatment=
ACTION: Leverage these features when talking about the benefits of KISU
The ranking of KISU’s features by participants will inform how we can most effectively communicate KISU to our customers in the future
8 pills
2 day treatment
Taken at tingle, prevents cold sores from surfacing
Speeds healing time by 30% Offers symptomatic relief
All natural Vitamins, minerals, amino acids Created by pharmacist
$15.95
most important
leastimportant
ACTION: Cold sore prevention is the most important message to communicate about KISU
thank you!
KISU was created by a team of medical professionals to address the limitations and frustrations of current cold sore treatment options. KISU is an oral (administered in capsule formulation), non-prescription remedy. The ingredients have been clinically proven to prevent cold sores and fever blisters from surfacing and speed healing time. KISU can be used in combination with topical creams or gels such as Abreva, Orajel, or Zicam.
For more information about KISU, or to order KISU today, visit:
about KISU
kisuhealthylips.com
2nd Spark is an innovative marketing consulting firm within the health and wellness sector that applies unique approaches to insight, innovation & experience, so you get market-ready solutions that solve your specific strategic & tactical business needs.
For more information about 2nd Spark and Home Invasions, call:
about 2nd Spark
Chris DeBartloPresident and CEO2nd Spark Consultingm.267.987.8750
KISUHome Invasion
Conducted by 2nd Spark ConsultingSeptember – November 2011