Using digital ethnography to build a deeper understanding of independent pharmacies

The Challenge

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, and 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 for this channel

Our Approach

Bryter undertook a two week long digital ethnography with a cross section of independent pharmacists in France. Tasks included video tours of their pharmacy, category deep dives with explanations of shelf layout and display, daily diaries recounting their interactions with customers shopping the categories of interest to the client and video selfies where they discussed the challenges of running a local pharmacy and the needs of patients in their specific catchment. Digital ethnography allowed us to reach a cross section of pharmacists from different regions, and those working in rural as well as urban and suburban settings. The insights captured brought the audience to life in a way that wouldn’t have been possible with face to face research, and uncovered rich insights into the daily lives and challenges of running a local pharmacy

The Outcome

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.