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How can we connect with hair loss patients who have become disillusioned with treatments?
Context
A US-based aesthetics company acquired a clinically-proven hair loss treatment system. This is a crowded, unregulated space filled with ineffective treatments or effective chemical treatments with bad side-effects.
Challenge
Prior to launch, the client needed to ensure the product proposition and collateral materials were compelling and differentiated enough to engage patients, who need to obtain it through an HCP.
Our Approach
Behavioral interviewing techniques, such as projective tasking, to get beyond the surface.
Detailed launch insights and recommendations playbook, providing the medical and design teams with critical next steps.
Our Impact
Equipped with a new patient centric understanding of the proposition, the client team is investigating some immediate shifts to the product system. The next priority will be developing and testing a new positioning territory that addresses what matters most to patients. They identified a unique category approach that builds patient trust setting the stage for a successful launch.
"Your team went deeper than we had hoped for and uncovered some critical insights that we had missed. Immediately upon listening to some of the respondents, I went to our medical director to make some changes."
- Vice President Marketing
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