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

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  amongst 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.  

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