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Case study: How qualitative insights were used to help shift perceptions of the use of probiotics in IBS Management

The challenge
Our client was planning to launch an over-the-counter (OTC) probiotics product for the purposes of improving IBS management and wanted to understand current perceptions, practices and usage amoungst a range of healthcare professionals in emerging markets. They wanted to uncover potential leverage points to build a strong storyline and communication strategy for their product, which would encourage healthcare professionals to recommend its use to their patients. 

Probiotics in IBS management
Probiotics in IBS management

The challenge
Our client was planning to launch an over-the-counter (OTC) probiotics product for the purposes of improving IBS management and wanted to understand current perceptions, practices and usage amoungst a range of healthcare professionals in emerging markets. They wanted to uncover potential leverage points to build a strong storyline and communication strategy for their product, which would encourage healthcare professionals to recommend its use to their patients. 

The solution
We conducted face-to-face qualitative interviews with Gastroenterologists, General Practitioners and Retail pharmacists in China, France and Russia. During the interviews we uncovered many differences in beliefs and attitudes to probiotics within the different respondents types and markets. Crucially, we identified that we could segment respondents into either probiotic believers or sceptics. We implemented belief behaviour mapping, exploring the differences in mindset and behaviour between the two groups, and identifying ways to achieve a belief and behaviour shift amongst the sceptics.

The outputs
Following the presentation of results, we moderated an immersion session with our client and their internal stakeholders. This allowed all stakeholders to brainstorm and align on the optimal communication strategy, and ultimately develop a clear story for their probiotic brand, including variations for different physician types and markets.

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