Understanding the role of the pharmacy channel for therapeutic beauty products
Our client, a major manufacturer of health and beauty products wanted to launch a new range of therapeutic products designed specifically for the pharmacy channel. Before doing this they needed a deeper understanding of the mindset and motivations of pharmacists, what drives them to recommend specific brands or products to their patients, as well as to get feedback on the new range of products being developed by the client
Bryter undertook a two week long digital ethnography with pharmacists, followed by web assisted teledepths with pharmacists and target audience consumers for the new product categories. Bryter then undertook a series of remote learning sessions and workshops for internal stakeholder to dissementate the results and help them decide which products to take forward for further development
Identification of key pharmacist typologies and strategies for engagement. Clear direction on which new products to bring to market, and how to optimise the propositions for the pharmacy channel. The client went on to successfully launch new therapeutic product lines across six different product categories.