Research method: quantitative survey (CAWI) U&A (Usage & Attitudes) among a professional audience.
Survey geography: Ukraine.
Sample size: 100 respondents – pharmacists and pharmacy managers.
Client: international pharmaceutical company, Infant Nutrition segment.
Working with the pharmaceutical community is always a challenge due to the high employment of the audience and the specifics of professional activity. We were tasked with investigating the everyday practices of pharmacists: from the peculiarities of purchasing a range of baby food to the factors influencing their recommendations to the end consumer.
The main challenges of the project were the selection of respondents to participate in the survey, who had to meet certain conditions:
- persons who directly make purchasing decisions or advise customers in the Infant Nutrition category.
- strict control of quotas between pharmacy managers and line pharmacists.
The project was implemented according to the following parameters:
- Each of the 100 respondents was selected individually by Yasno Research specialists according to the conditions of the screener. The professional status of each participant was checked.
- Unlike automated systems that are often used in mass surveys, support was organized for each respondent: from the moment of first contact and passing the screener to the final completion of the questionnaire.
- Despite the online self-filling format during the CAWI method, our moderators were in touch to clarify technical or substantive issues, which ensured a high level of Completion Rate.
The main difference of the Yasno Research & Consulting Group approach is that for large-scale projects with a narrow-profile audience, we choose the path of individual selection, which guarantees 100% realism of the results.
The duration of field work was three weeks.
The study allowed us to assess the real role of the pharmacist in the purchase decision-making process and to understand in which situations the recommendation in the pharmacy is decisive, and when the choice is formed in advance under the influence of other factors.
A separate task was to determine the key criteria for recommending products in the infant care category: the level of trust in the brand, the safety and composition of the product, the price range, availability on sale, as well as the convenience and clarity of the argument for parents.
The study also made it possible to assess the level of knowledge, perception and differentiation of brands from the point of view of pharmacists and to identify barriers that limit the recommendations or sales of individual products.
An important part of the work was to find out which sources of information actually shape the professional opinion of pharmacists – in particular, the role of conferences, visits of medical representatives, educational materials and social networks compared to other communication channels.
Separately, a detailed picture of the structure of pharmacy sales in the category of products for babies was obtained, including the shares of baby food, dietary supplements and breast milk substitutes.
Thanks to live recruitment, the study was based on the responses of real practicing specialists, which made it possible to avoid the participation of “professional respondents” typical of panel surveys. This provided the client with the most pure analytics based on the experience of pharmacists who work at the front desk of the pharmacy every day and influence recommendations to consumers and the formation of purchasing policy.
Based on the results of the study, the customer was able to form practical marketing steps, in particular regarding:
- clarifying the positioning of products in the pharmacy channel
- adapting key messages for pharmacists
- optimizing educational and information materials
- increasing the efficiency of work with pharmacy chains
- reducing barriers to recommendations and sales at the point of contact with the consumer
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