Study of packaging concepts for OTC drugs
Facts:
This study was conducted on the order of an OTC (over-the-counter) drug manufacturer, due to changes in the company's existing marketing strategy in several key aspects – this study was targeted at one of them, i.e. the choice of a new type of packaging for a specific OTC drug.
Purpose of the study:
The primary objective of the study was to allow patients to evaluate 4 new packaging designs for the drug in question, so as to make the product more visually appealing and competetive when compared to similiar non-prescription medicines. For this purpose, the OTC drug study consisted in particular of:
- Identification of the first impressions induced by the individual packaging proposals;
- Recognizing the elements that drew attention to the proposed packaging models;
- Estimate the extent to which each of the proposals would help the drug to be chosen when on the shelf;
- General evaluation of packaging models and their attractiveness;
- Comparative assessment with competitive drug packages (including - showing similarities and differences).
Realizing this marketing research has also made it possible to find the determinants of consumer decisions, particularly packaging factors that significantly influence the choice and purchase of non-prescription drugs.
Implementation of the study:
Marketing research was conducted using quantitative and qualitative components.
Quantitative component:
- Research concept: the quantitative measurement allowed to identify key trends in the perception of packaging concepts - these observations were included in the scenario, and later detailed in the quality measurement;
- Research methodology: CAWI Internet Surveys, conducted using the proprietary eCRF platform;
- Research tool: questionnaire survey, containing photographs of packaging models (displaying photos in random order);
- Research sample: representative sample, selected from the general population of adult patients potentially interested in purchasing the relevant OTC drugs.
Qualitative component:
- Research concept: Qualitative measurement, taking into account the CAWI survey results, has allowed for detailed and in-depth feedback on the proposed packaging designs - respondents were able to see and touch real packaging models and compare them with the packages of drugs they've used before;
- Research methodology: focus group interviews (FGI);
- Research tool: an interview scenario based on a quantitative analysis of the CAWI survey material;
- Research sample: individuals selected from the quantitative component of the research, because of expressed opinions on the matter of the study.
Final effects:
The OTC drug research identified the most competetive type of packaging, and allowed us to suggest changes to the color scheme and the content and form of the label. The implementation of the new packaging enabled the initiation of substantial work on the advertising campaign of the manufacturer's products, and further actions that were included in the new marketing strategy. The whole change was reflected in the apparent increase of patients' interest with drugs manufactured by the party ordering this pharmaceutical market research.
