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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
EphMrA Consumer insights for clinical and marketingAnual conference June 2005
This presentation works on two levels:
Methods, Communication and Collaboration
Content – Case study – Consumer Insights
How will we achieve that?
EphMrA Consumer insights for clinical and marketingAnual conference June 2005
What is different?Market research is an integrated part
Clinical/Discovery
Pricing
HealthEconomics
CompetitiveIntelligence
Forecasting
Market Research
Marketing
Content
intense corporation
Market ResearchVendor
EphMrA Consumer insights for clinical and marketingAnual conference June 2005
The key deliverable - how to play?
Clinical/Discovery
Pricing
HealthEconomics
CompetitiveIntelligence
Forecasting
Market Research
Marketing
Content
Market ResearchVendorConsumer
Insightsintense corporation
EphMrA Consumer insights for clinical and marketingAnual conference June 2005
Clinical/Discovery
Pricing
HealthEconomics
CompetitiveIntelligence
Forecasting
Market Research
Marketing
Content
intense corporation
Market ResearchVendor
▪ The disease – constipation - is one of the most
common digestive complaints.
-The product –Background of the project
Video clip about constipation product
EphMrA Consumer insights for clinical and marketingAnual conference June 2005
▪ The disease – constipation - is one of the
most common digestive complaints.
-The product –Background of the project
EphMrA Consumer insights for clinical and marketingAnual conference June 2005
Involvement of marketing, clinical/discovery and role of centers of excellence in the project
Clinical/Discovery
Pricing
HealthEconomics
CompetitiveIntelligence
Forecasting
Market Research
Marketing
Content
Market ResearchVendor
intense corporation
EphMrA Consumer insights for clinical and marketingAnual conference June 2005
Corporation of market research vendor with company
Market Research
Clinical/Discovery
Pricing
HealthEconomics
CompetitiveIntelligence
Forecasting
Marketing
Content
Market ResearchVendor
intense corporation
EphMrA Consumer insights for clinical and marketingAnual conference June 2005
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
EphMrA Consumer insights for clinical and marketingAnual conference June 2005
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
EphMrA Consumer insights for clinical and marketingAnual conference June 2005
Phase I Market understanding - Identification of Market Opportunities (I)
intends corporation
Clinical/Discovery
Pricing
HealthEconomics
CompetitiveIntelligence
Forecasting
Market Research
Marketing
Content
Market ResearchVendor
intense corporation
Literature research, Expert interviews,
Consumer interviews
EphMrA Consumer insights for clinical and marketingAnual conference June 2005
Phase I Market understanding - Identification of Market Opportunities (II)
intends corporation
Clinical/Discovery
Pricing
HealthEconomics
CompetitiveIntelligence
Market Research
Marketing
Content
Market ResearchVendor
intense corporation
Discrepancy between
medical definitionsof the disease
(clinical vs. lay-terms)
Forecasting
EphMrA Consumer insights for clinical and marketingAnual conference June 2005
Phase II Patient insights - Identify key consumer drivers
intends corporation
Clinical/Discovery
Pricing
HealthEconomics
CompetitiveIntelligence
Forecasting
Market Research
Marketing
Content
Market ResearchVendor
intense corporation
In-depths interviews,projective techniques
EphMrA Consumer insights for clinical and marketingAnual conference June 2005
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
Market ResearchVendor
Intense corporation
Forecasting
CompetitiveIntelligence
HealthEconomics
Pricing
Clinical/Discovery
Content
Marketing
EphMrA Consumer insights for clinical and marketingAnual conference June 2005
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
Market ResearchVendor
Intense corporation
Forecasting
CompetitiveIntelligence
HealthEconomics
Pricing
Clinical/Discovery
Content
Marketing
EphMrA Consumer insights for clinical and marketingAnual conference June 2005
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
Market ResearchVendor
Intense corporation
Forecasting
CompetitiveIntelligence
HealthEconomics
Pricing
Clinical/Discovery
Content
Marketing
Low
EphMrA Consumer insights for clinical and marketingAnual conference June 2005
Phase III Market segmentation - Quantification of market segments (I)
intends corporation
Clinical/Discovery
Pricing
HealthEconomics
CompetitiveIntelligence
Forecasting
Market Research
Marketing
Content
Market ResearchVendor
intense corporation
Face-to-face interviews,
multivariate analysis
EphMrA Consumer insights for clinical and marketingAnual conference June 2005
Phase III Market segmentation - Quantification of market segments (II)
Clinical/Discovery
Content
EphMrA Consumer insights for clinical and marketingAnual conference June 2005
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
EphMrA Consumer insights for clinical and marketingAnual conference June 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
EphMrA Consumer insights for clinical and marketingAnual conference June 2005
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