Business Challenge
A global diabetic medicine manufacturer was interested in understanding the attitude of patients and doctors to diabetes treatment prior to the launch of its Type II diabetes drug in the US market.
Situation
The client was interested in determining whether the positioning statements and messages of its planned campaign would resonate with how and where patients obtain information on diabetes medication, as well as on understanding doctors’ criteria for prescribing the new treatment.
Approach
We conducted 150+ primary interviews including 30+ in-depth interviews with medical practitioners treating diabetes patients and 100+ in-depth interviews with patients suffering from type II diabetes, to obtain information specific to the client’s research needs.
Impact
We provided strategic insights to the client to help identify key end-user requirements and also to develop strategies for key marketing channels.
