Market Research Agency | The Market Researchers

GlaxoSmithKline

How we uncovered insights to increase healthcare brand sales nine-fold in three years

Objectives

health care market research for Corega in Eastern EuropeTo understand consumers oral hygiene attitudes and habits. Also reaction to a new product with a view to developing new communications to accelerate brand growth in Central and Eastern Europe.

Healthcare marketing research approach

  1. Working session and secondary research to focus health-care market research programme.
  2. Compilation of research stimuli in 3 languages using great ideas from around the world..
  3. In-home consumer depths (all filmed), paired depths, and also mini-consumer creative workshops in 3 countries (Hungary, Poland and Russia). All were preceded by a product trial pre-task.
  4. Analysis then followed by interim debrief and working session.
  5. Film production to summarise insights.
  6. Presentation and working session with international team.

Results

Provided many insights on consumers, their needs and attitudes in three countries. Also clear direction for a new brand communications, which in turn, inspired a new advertising campaign.  As a result, our work drew management attention to this overlooked health-care category. Sales and customer penetration also increased nine-fold in the following three years.

Watch the new Corega advertising on You Tube.

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