BioStat conducted a study on a medical product at the time of changes in its composition. The goal of the study was to identify mothers' behavior when their children fell ill, perceive other products available in the market, and explore consumer needs.
The study utilized an original two-stage qualitative analysis method, involving individual in-depth interviews and focused group interviews with consumers. The scope of both techniques included questions about behavior in the case of a child's illness, the choice of a medical product, reactions to advertising messages, and the positioning of the product in the market among competitors. Participants for both group and individual interviews were selected based on recruitment questionnaires, determining whether they fit the profile of potential consumers of the medical product under study. Participants were diverse in terms of household income per capita, age, place of residence (city and village), and employment status (full-time, part-time, unemployed, etc.).
Through the study, the most common pattern of the decision-making process from identifying the first symptoms of a child's illness to making the decision to purchase a suitable medical product was identified. Consumers expressed their opinions on desired product features and factors influencing the willingness to purchase a product, including negative factors.
The assessed characteristics of medical products included:
- Safety,
- Effectiveness,
- Taste,
- Speed of action,
- Brand popularity.
An analysis was also conducted on the sources of information consumers turn to for detailed knowledge about the effectiveness and safety of using medical products. Information was also obtained regarding the recommendation of medical products by pharmacists and friends, and the impact of recommendations on the final consumer decision. During individual and group discussions, participants addressed the influence of price on the choice of medication, which was not a decisive disqualifying factor for a particular medical product during purchases.
As part of the study, individual and group participants were exposed to the content of three advertising messages for competing products. Advertising spots were evaluated as:
- "Entertaining,"
- "Concise,"
- "Containing all important information,"
- "Not very credible,"
- or "Incomprehensible."
Based on the presented content, participants in individual research were asked to rate on a 5-point scale the medicines featured in the advertisements, considering whether the medicine is safe, effective, tasty, fast-acting, well-known, and recommended.
The outcome of the study was the creation of a series of recommendations and guidelines regarding the chances of the medical product in the pharmaceutical market. The most important elements of its promotion were presented, influencing the group of potential consumers the most, as well as sources of information that enjoy the greatest trust among recipients and can recommend the purchase of the product. Detailed information was also obtained about the appearance of the product packaging, which would inspire trust and positive associations among consumers.
