The client, a well-known consumer healthcare company, wanted to create claims for one of the world’s largest electrolyte formulation.
Hence validation of these claims was required from qualified HCP’s.
The Methodology –
Quantitative Face to face interviews with 350 HCPs that consisted of GPs, Paediatricians, and Gynecologists.
A total of 8 claims were tested to get the agreement levels from HCPs.
Four claims were shortlisted and then taken to the Phase 2 which were Online In-depth interviews. 4 shortlisted claims were discussed in-depth, and a single most powerful claim for the product was developed from the rich insights provided by 350 HCPs
Further conditions like mild sickness, heat exhaustion, general fever, common cold, flu, dehydration, etc. were checked for each claim to propose the most accurate indicator for the claim.
The Outcome –
The insights from the research revealed the top claims that would be most suited to the product benefits.
The company would use these claims as a positioning platform for product promotions to HCP’s.