Pharmaceutical Path to Purchase
Understanding the decision-making process and how product is acquired is a core issue for Marketing.
Our client – a global pharmaceutical company – was struggling to understand what decision points consumers were focused on, what influenced their decisions, and how they were selecting one channel over another for product delivery. They wanted to understand how they could interact more effectively with their consumers and at what part of the purchasing path they could help most.
To accurately capture the objectives of this engagement, we executed a 5-phased approach with mixed methodologies to offer a comprehensive solution. A combination of qualitative and quantitative methodologies, together with internal stakeholder working sessions, was leveraged to uncover the desired insights most effectively. These included:
- Brand leadership interviews to gain initial perceptions of what is known vs. unknown among client Product Management experts.
- Empathy to bring in the consumer’s point of view via qualitative summits with key decision makers.
- Validation that captured over 3,000 responses to ensure we had a full understanding of the decision points, influencers, and reasons for channel selection for all product purchases.
- Internal stakeholder workshops where together, we and the client reviewed all findings from earlier research to arrive at the key elements for pre-purchase, purchase, and post-purchase pathways.
- Activation sessions with different internal stakeholders to discuss key path elements and how the client could leverage those insights in practical ways.
Our client was able to more fully understand what decisions the consumer was making at different points in the purchase path and where they needed more information or assistance to help them have a better overall purchase and product use experience.