QUALITATIVE CASE STUDY:
Defining the communication strategy for a product launch
OBJECTIVE
Help a medical equipment manufacturer understand consumer lifestyles, behaviours and needs - along with gaining feedback on their product - in order to define a communication strategy to optimize product launch in the EU.
The product was a new blood pressure monitoring device previously launched in the US but not in Europe, with the target consumer being caregivers looking after people with current or previous heart problems.
SOLUTION
Most importantly, 3 key communications recommendations were derived from detailed design, analysis and reporting of qualitative interviews – specifically, to ensure the target market:
Is convinced of product reliability - through endorsement by long-established pharmacies and / or by medical professionals or the NHS
Have the confidence to both buy the product and confidently use its outputs - through emphasising of personalisation or calibration features
Understand how the product would fit into their overall caring plan - through clearly emphasising the monitoring (not diagnosing) role of the product, and providing reassurance its role is to work alongside medical professionals (not replace them)
KEY PSYCHOLOGICAL CONSIDERATIONS
The Endorsement recommendation above (1) derives from behavioural economics research which reveals the significant impact on behaviour of perceived authority. Giving due consideration to the perceived authority of potential endorsers is especially key in scenarios like this, where decision-makers (caregivers) were found to be lacking in both expertise and time.
Emphasising personalisation features (recommendation 2 above) and the product’s role in the overall caring plan (3 above) were proposed because of the influential theory of Deliberate Ignorance. This warns against the potential people may actively avoid information they feel could induce negative feelings.
“Chris has the perfect blend of market research experience and rigorous behavioural science expertise to add value on any project.”
— Global Head of Behavioural Science, Multinational Healthcare Research Agency