Consumer Insights for Clinical and Marketing Bärbel ......EphMrA Anual conference Consumer insights...

Consumer Insights for

Clinical and Marketing

Bärbel Matiaske and

Uwe Hohgräwe

EphMrA Anual conference Consumer insights for clinical and marketing June 2005

Agenda

2

Introduction

3

Case Study

1

Future prospects – this project in 2005

4 Consequences for the organization

EphMrA Consumer insights for clinical and marketingAnual conference June 2005

Why are you here?Value for market researchers from industry and agencies

colleagues from the industry:

• refreshing ideas

• new learning for my job thatI may wish to adapt

colleagues from the agencies:

ideas for:

• better customer support

• increasing customer loyalty

WIFM - What’s in it for me?

AgenciesIndustry

Consumer insights for clinical and marketing


This presentation works on two levels:

Methods, Communication and Collaboration

Content – Case study – Consumer Insights

How will we achieve that?


What is different?Market research is an integrated part

Clinical/Discovery

Pricing

HealthEconomics

CompetitiveIntelligence

Forecasting

Market Research

Marketing

Content

intense corporation

Market ResearchVendor


The key deliverable - how to play?

Clinical/Discovery

Pricing

HealthEconomics


Forecasting

Market Research

Marketing

Content

Market ResearchVendorConsumer

Insightsintense corporation


Clinical/Discovery

Pricing

HealthEconomics


Forecasting

Market Research

Marketing

Content

intense corporation


▪ The disease – constipation - is one of the most

common digestive complaints.

-The product –Background of the project

Video clip about constipation product


▪ The disease – constipation - is one of the

most common digestive complaints.

-The product –Background of the project


Involvement of marketing, clinical/discovery and role of centers of excellence in the project

Clinical/Discovery

Pricing

HealthEconomics


Forecasting

Market Research

Marketing

Content


intense corporation


Corporation of market research vendor with company

Market Research

Clinical/Discovery

Pricing

HealthEconomics


Forecasting

Marketing

Content


intense corporation


J&J needed to carefully assess the patient drivers, habits and

motivations in constipation and wished to identify types of

consumers regarding their treatment behavior and their willingness

to pay "extra" for a new Rx constipation drug

Main Research Questions in detail:

➢ Consumer population

➢ Treatment behavior

➢Market segments

➢ Treatment costs & quality of life

➢ Information sources

Case study - Main objectives


A step-by-step approach was implemented:

Case study - Phases of the market research plan

Phase I: market understanding➢Main goal = identify market potential

and recognize different treatment groups

Phase II: patient insight➢ Main goal = identify key consumer drivers

Phase III: market segmentation ➢ Main goal = quantification of market segments


Phase I Market understanding - Identification of Market Opportunities (I)

intends corporation

Clinical/Discovery

Pricing

HealthEconomics


Forecasting

Market Research

Marketing

Content


intense corporation

Literature research, Expert interviews,

Consumer interviews


Phase I Market understanding - Identification of Market Opportunities (II)

intends corporation

Clinical/Discovery

Pricing

HealthEconomics


Market Research

Marketing

Content


intense corporation

Discrepancy between

medical definitionsof the disease

(clinical vs. lay-terms)

Forecasting


Phase II Patient insights - Identify key consumer drivers

intends corporation

Clinical/Discovery

Pricing

HealthEconomics


Forecasting

Market Research

Marketing

Content


intense corporation

In-depths interviews,projective techniques


Phase II Patient insights - Projective Personification ExerciseThe typical user of prescription medicine

✓ young, busy, dynamic, highly active person (man or

woman)

✓ smart, well-dressed, yuppie type

✓ very committed to work, career-orientated, stressed,

typical workaholic

✓ inconsistent eating habits: eats either hurriedly, with

little care, or lavish business dinners

✓ might have serious symptoms, attentive to health,

fear of inhibited activity in the foreground

✓ looks for "professional" solutions, used to delegating

decisions to experts, visiting a doctor is a short cut to

success

Treatment image

conservative, not quite contemporary

for severe constipation,

efficient, professional

compensation for consequences of an unhealthy lifestyle

Treatment motivation

trust in traditional medical experts

desire to delegate responsibility

looking for straightforward solutions

impatience

Type 2:"The Busy Time Saver"

Market Research


Intense corporation

Forecasting


HealthEconomics

Pricing

Clinical/Discovery

Content

Marketing


Phase II Patient insights - Projective Personification ExerciseThe typical user of OTC products

✓ modern woman aged 30 - 40, middle to upper class, well educated,

attractive appearance, elegant, fashion conscious, bright personality, enjoys

life, open-minded, uncomplicated, sociable

✓ various interests: shopping, going out, travel, culture, moderate sports,

fitness, health issues, open to new trends and experiences

✓ nutrition-conscious but not at the price of taste, balanced diet, rich in fibres,

fruits, vegetables, liquid, low in fat (with occasional exceptions)

✓ prefers to manage on her own, autonomy and prevention in the foreground

✓ well informed about constipation and treatments, open to media reporting

on new therapies

Treatment image

generally positive image

high level of personal identification

modern, contemporary

ensures quality of life (no "illness" associations)

convenient, easy to obtain

for less severe symptoms

Treatment motivation

independence and control of life

demonstration of a health-/nutrition-conscious lifestyle

hedonistic tendencies

curiosity, openness to innovative products

inexperience and embarrassment

Type 1:"The Healthy Hedonist"

Market Research


Intense corporation

Forecasting


HealthEconomics

Pricing

Clinical/Discovery

Content

Marketing


Likelihood of contacting a physician

High

High

Low

Images and motivations of core types

Degree of perceived seriousness disease

The Couch Potato

The DisillusionedOld-timer

Pubbing andClubbing

The Workaholic

The Busy TimeSaver

The TraditionalBeliever

The Healthy HedonistThe Wealthy

Hedonist

The GreenIdeologist

Market Research


Intense corporation

Forecasting


HealthEconomics

Pricing

Clinical/Discovery

Content

Marketing

Low


Phase III Market segmentation - Quantification of market segments (I)

intends corporation

Clinical/Discovery

Pricing

HealthEconomics


Forecasting

Market Research

Marketing

Content


intense corporation

Face-to-face interviews,

multivariate analysis


Phase III Market segmentation - Quantification of market segments (II)

Clinical/Discovery

Content


Future prospects - two important developments

Change and enlargement of the armamentarium for market

research:

▪ Introduction of on-line research, here among

consumers

▪ Focus on qualitative in ethnography

Today - If such a project were to be conducted in 2005


Consequences for MR

Blueprint for the successful collaboration between different entities – internal and external - in the new product development process

As a consequence market research has STRENGTHENED its position as an integrated partner due to the additional value provided

Market research was entrusted the roleof the facilitator for further processes

The value of the research (defined by itscontent) became clear and obvious duringcommercial reviews in front of seniormanagement

Among Health Economics & Market Researchan intense collaboration is still ongoing forseveral years since that project was conducted

Clinical/

Discovery

Pricing

Health

Economics

Competitive

Intelligence

Forecasting

Market

Research

Marketing

Content

intense corporation

Market

Research

Vendor


Take away messages

…..

……

For industry researchers:

Content follows integrated process

Provide value by rigorous application of market research methodologies

For agency researchers:

Method follows research objective

Provide newest research techniques

Being business partner -Providing solutions by understanding of research questions

Clinical/

Discovery

Pricing

Health

Economics

Competitive

Intelligence

Forecasting

Market

Research

Marketing

Content

intense corporation

Market

Research

Vendor

AgenciesIndustry

EphMrA Anual conference Consumer insights for clinical and marketing June 2005

There is no good thing unless you do it

Consumer Insights for Clinical and Marketing Bärbel ......EphMrA Anual conference Consumer insights...

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