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Case study: How a multiple stakeholder approach was used to understanding the buying process across global emerging markets

The challenge
Our client wanted to understand the nuances and complexities of the purchase and usage environment for a new vaccine across a range of disparate emerging markets. In addition they also wanted to leverage the research as an opportunity to engage with their internal stakeholders within each market and ensure the findings were taken forward to inform the development of actionable marketing strategies.
multiple stakeholder approach to understanding the buying process across global emerging markets - case study
multiple stakeholder approach to understanding the buying process across global emerging markets - case study

The challenge
Our client wanted to understand the nuances and complexities of the purchase and usage environment for a new vaccine across a range of disparate emerging markets. In addition they also wanted to leverage the research as an opportunity to engage with their internal stakeholders within each market and ensure the findings were taken forward to inform the development of actionable marketing strategies.

The solution
Following an initial definition phase involving interviews with key brand, marketing and medical personnel in each market, we conducted a series of qualitative interviews with relevant physicians across 13 emerging markets, spanning 3 continents and 15 time zones.

The outputs
Results were shared both regionally and globally via a series of interactive video-conferencing workshops, with a series of pre and post workshop tasks designed to help the internal stakeholders take the research results to the next level. The research findings allowed the client to develop tangible plans for implementation of marketing strategies in each market, whilst the workshops identified a number of markets facing similar challenges or at similar stages pre launch, which facilitated the opportunity for internal knowledge sharing, cross learning and idea generation.

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