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Consumer satisfaction equals compelling claims
May 10, 2021
Consumer satisfaction is a key metric in measuring a product’s success. But how can you efficiently uncover and validate consumer satisfaction claims to boost the reputation and sales of your brand? Bayer Consumer Health and IQVIA Consumer Health in the Philippines used the power of real-world evidence to generate a list of compelling consumer satisfaction claims to drive the latest television and online marketing campaign for Canesten, an anti-fungal brand.
Online reviews, social-media word of mouth, blog posts, communities based around certain health conditions. All these platforms can provide valuable insights into how satisfied users are with the healthcare brands they use to treat their minor ailments and re-enforce established clinical efficacy of the product – in this case the strong scientific evidence behind the efficacy of clotrimazole, the active ingredient in Canesten.
But how can these powerful endorsements and the clinical science of your brands be validated and utilised to bolster your brands reputations and win share?
In 2020, Bayer Consumer Health teamed up with IQVIA Consumer Health to validate Canesten’s position as “The complete solution for fungal infections” in Philippines. They sought to build claims based on actual user experiences and investigate how satisfied regular users of Canesten were with the product benefits.
As with a similar project for Bayer’s Bepanthen nappy rash cream in Thailand, Bayer decided to utilize IQVIA Consumer Health’s virtual real-world solutions to engage with consumers online, which offers easier targeting of the right consumers and faster recruitment to the study.
However, the COVID-19 pandemic made recruitment much tougher – even online.
“As with many other consumer health categories, the undeniable changes in the lifestyle brought by Covid-19 pandemic affected the dynamics in anti-fungal treatments,” IQVIA Consumer Health’s Aida Moore pointed out. “The effect of frequent lockdowns and consumers shifting to work-from-home arrangements did not go unnoticed: total incidence of fungal infections turned out to be lower than expected, partly because of people not being as exposed to the threats as they would in their pre-Covid life.”
“Furthermore, throughout the course of data collection, we have observed multiple changes in the most common fungal infections, the treatment and recovery journey of fungal sufferers, and the demographics of fungal infections sufferers,” Moore revealed. “This is where the team was able to enjoy the advantages of IQVIA Consumer Health’s virtual real-world solution, as we were able to track and adapt the tool in real-time to match all these changes.”
By asking specific questions round consumer challenges and product satisfaction, Bayer Consumer Health and IQVIA Consumer Health generated the evidence needed to prove a number of consumer satisfaction claims – such as 9 out of 10 users are satisfied and would recommend Canesten – which are currently being used in television and online advertisements, as well as in store promotional materials for the brand in the Philippines.
The outcome of project enabled Bayer to demonstrate not only the real-world validation of their scientifically backed product benefits, but also to establish the trust that users had in Canesten to fulfil their treatment needs.
“Fungal infection is an uncomfortable and distressing skin condition that affects many consumers today, which they may find embarrassing and hindering to their daily lives,” Sheryl Tan, Head of Medical, Bayer Consumer Health APAC, pointed out. “Given that Canesten has been clinically proven to effectively treat fungal infections, we wanted to further validate consumer satisfaction aligned to their real-world challenges.”
“Despite the COVID-19 pandemic making it tough to recruit study participants,” Tan added, “using IQVIA’s real-world solutions we were able to identify and engage with recent and frequent sufferers online and gain valuable insights into their treatment journey and the benefit of Canesten in providing simple and comfortable recovery.”
While it is too early in the Philippines campaign to measure the impact, Tippawan Varoonthepruksa, Bayer’s ASEAN Brand Lead for Canesten, pointed out that using similar consumer satisfaction claims had paid off for the Canesten brand in Singapore.
“We used various 9/10 claims in digital campaigns across YouTube and other platforms in 2020,” Varoonthepruksa revealed, “which led to Canesten achieving double-digit growth and outperforming antifungal category growth.”
Commenting on the success of the project, Aida Moore said that while “COVID-19 presented barriers in terms of recruitment, Bayer’s collaborative approach and willingness to work with our team to overcome them allowed us to produce strong, powerful claims that bolstered Canesten brand’s leadership position in the anti-fungal market”.
To find out more about IQVIA Consumer Health’s suite of virtual real-world research solutions for consumer health claims development you can download our FREE whitepaper or get in touch consumer.health@iqvia.com.
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