Case Study: Women’s Health
Women's health patient journey
We conducted a 20-minute online survey among a sample of 1,000 brand and category purchasers to evaluate different brand concepts and creative campaign elements. Using a monadic survey approach, our goal was to understand reactions to the central “big idea territory,” the relative appeal of each of the three concepts/executions, motivation to purchase, and opportunities for improvement.
By understanding their patient’s journey, the client was able to position themselves as offering not just a product but an information and support network.
Women’s health patient journey
Challenge: A new product for light bladder leakage sufferers wanted to position their OTC product in a way that would resonate with women under 40.
Approach: A short but intense three-day online community explored the journey women went through: symptoms, the search for appropriate products, and seeking information about their condition.
Result: By understanding their patient’s journey, the client was able to position themselves as offering not just a product but an information and support network.
