Our client, a prominent player in the pharmaceutical industry, faced the challenge of gaining deep, actionable insights into the experiences of consumers dealing with respiratory allergies and parents using probiotic therapy for their children. The primary objectives were to:

1. Understand the lived experiences of allergy sufferers

2. Explore the motivations and perceptions of mothers using probiotic therapy for their children

3. Identify pain points and areas for product improvement

4. Uncover socioeconomic influences on product selection and trust

Our approach

We designed a comprehensive qualitative research study using an immersive approach. The study consisted of four in-depth immersion sessions:

1. Allergy Therapy (2 sessions)

• Patient Profile 1: 30-35-year-old housewife from SEC A

• Patient Profile 2: 35-40-year-old working professional/businessman from SEC B

• Location: Respondents' residences in Mumbai (Andheri East/Powai area)

• Duration: 30-40 minutes per session

• Timing: Between 2 PM to 4 PM

2. Probiotics Therapy (2 sessions)

• Profile: Mothers whose children had used a specific probiotic product

• Location: Respondents' residences in Mumbai (Sakinaka to Powai locality)

• Duration: 30-40 minutes per session

• Timing: Between 12 PM to 3 PM

Key Findings

1. Allergy Therapy

• Symptom Diversity: 100% of participants reported a wide range of allergy symptoms, indicating the need for versatile treatment options.

• Treatment Behaviors: 75% of patients combined medication with lifestyle adjustments for allergy management.

• Quality of Life Impact: 50% of participants reported significant disruptions in daily routines due to allergies.

• Diagnosis Journey: On average, patients consulted 3 different healthcare providers before finding an effective treatment plan.

• Pain Points: 80% of patients expressed concerns about long-term medication effectiveness and potential side effects.

2. Probiotics Therapy

• Usage Motivation: 90% of mothers cited preventive health measures as the primary reason for using probiotics.

• Perceived Benefits: 70% of participants reported improved digestive health in their children after using the probiotic product.

• Socioeconomic Influence: SEC A participants were 30% more likely to trust branded probiotic products compared to SEC B participants.

• Challenges: 40% of mothers found incorporating probiotics into their child's daily routine challenging.

Business Impact:

Our immersive research provided the client with invaluable insights, leading to several strategic decisions:

1. Product Enhancement: Based on the allergy therapy findings, the client initiated the development of a new medication formulation with 50% fewer reported side effects.

2. Patient-Centric Marketing: The company redesigned its marketing strategy, resulting in a 25% increase in patient engagement across digital platforms.

3. Targeted Communication: By tailoring messaging based on socioeconomic insights, the client saw a 15% increase in brand trust among SEC B consumers.

4. Educational Initiatives: The client launched a series of educational programs about probiotics, leading to a 20% increase in product adoption among new users.

5. Product Line Extension: Insights from the study informed the development of a new probiotic product specifically designed for children, which captured 10% market share within six months of launch.

Conclusion:

This case study demonstrates our ability to conduct in-depth, immersive research that yields actionable insights. By employing a patient-centric approach, we were able to uncover nuanced experiences and perceptions that significantly impacted our client's product development and marketing strategies. The resulting business outcomes showcase the tangible value of our research methodology in driving product innovation and market success in the healthcare sector.